Data Driven Marketing
Albert Einstein once said: 'Information is not knowledge.' If it were, we would all be marketing geniuses. As it is, most marketing organisations are awash in information in the form of customer data (demographic, socioeconomic, geopolitical, behavioral, transactional, etc), but it is often stored in a variety of systems and formats, and scattered among departmental silos. What is lacking from this information surplus are the insights needed to make the best marketing decisions.
People have been capturing data from sales transactions for ages. Even the ancient Mesopotamians recorded the prices and quantities of their transactions. But there is a missing element in those records. That’s all the back and forth — the to and fro — that goes on between buyer and seller in terms of negotiation, tone, emotion, motivation and sentiment. Of course, many businesses today recognise the value of unstructured data. But how many can share it across their organisations — and use it to continually improve customer experiences and create better, more relevant products?
If you’re a senior manager launching a big-data initiative, you should start by asking three simple, high-level questions to guide your organisation’s data collection strategy. How transparent will we be about the data we use to make decisions? How accessible and usable do we want our data products to be? Are there win-win partnerships that will help us be smarter about our data?
A collection of essays including 'What the C-Suite should know about analytics', 'Marketers flunk the big data test' and 'Intelligent advertising'.
The new watchword for chief marketing officers (CMOs) is accountability. Disruptions to the traditional marketing model, driven by the rise of digital channels and a wealth of customer and market data, have increased pressure on CMOs and their marketing teams to deliver more measurable return on marketing investments (ROMI). In other words, the challenge at hand is to create more explicit links between marketing activities and business value.
Chief marketing officers have a problem. Nearly two decades ofter the CMO title first nudged its way into the C-suite, many organisations still have trouble defining the CMO's role and responsibilities. A global Economist Intelligence Unit survey, sponsored by SAS, found that many organisations are misaligned on marketing’s mandate, particularly its contribution to areas outside of the function’s traditional purview, such as product development, retail and customer service. Leadership teams are especially out of sync, with gaps between the CMO and the rest of the C-suite spreading uncertainty across the entire organisation.
Even though companies today have limited resources, they still desire significant growth. Companies are also able to access more types of data and a greater volume of data than ever before, including real-time data from the Internet and social media. By mining this 'big data', companies can develop insights and identify micromarkets that represent opportunities for growth.
Discussions about the dynamic between chief marketing officer (CMO) and chief information officer (CIO) have often centred around the technologies being implemented in this age of digital engagement. However, as organisations realise the importance of delivering on a more customer-centric overall business strategy, big data has emerged as the real glue that has permanently cemented the relationship between the two offices.
The CMO Council and SAS set out to better understand the key challenges, opportunities and requirements that both CMOs and CIOs were facing in their journey to develop a more customer-centric enterprise.
How do you get your Big Data project under way? Who needs to be involved? What is a Single Customer View? This practical white paper provides information and guidance for marketing to help plan a Big Data project, while also examining the benefits of moving from CRM to a Single Customer View. Follow our eight steps to ensure Big Data success.
Large organisations are in love with the idea of big data, yet many companies lack a clear vision for rolling out big data analytics in practical, measured steps. The small data philosophy aims to address these challenges and re-envision the 'last mile' of big data via consumer style, more responsive, more social/collaborative tools and apps that truly turn insight into action for business users, marketers and customers. How are organisations thinking about this opportunity? Adobe and Digital Clarity Group set out to answer this question with original research designed to explore industry perspective, provoke discussion and provide practical insights.
Data visualisation is failing. Many businesses are relying on tools such as Excel and PowerPoint to deliver an engaging data story without first establishing the plot. Bright North's latest white paper explains why data storytelling is the only way to unlock true insight from your data and lists five steps you can take to give your data story a happy ending.
'Major cities and regional shopping centres retain retail revenues, while smaller towns and local shopping centres remain under pressure.'
This year's report reveals that the UK's largest retail destinations continue to maintain retail revenues, against a backdrop of increasing competition from online retailers and prolonged tough trading conditions.
The 10-page report covers:
• The UK's top 50 centres by revenue
• The UK's top 10 value centres
• The UK's top 10 luxury centres
• International services - including China!
A practical guide to enriching your data to sell more through personalised, targeted email marketing.
• How data enrichment can help you sell more through segmentation and hyper-personalised content
• How to set objectives for enriching your database
• How to decide what data's worth knowing with data ranking
• Data hygiene and how to automate it
• How to translate your data into personalised content
• PLUS: 14 smart ways to enrich your email list
By Paul Kennedy and Andy Peloe
The UK Census has come a long way since its inception in 1801; however, the future of this once-a-decade exercise is still uncertain. The UK population has become more difficult to count, due, for example, to mobility and migration. A number of proposals are being considered including the introduction of a primarily online version and one based on existing government data with compulsory annual surveys. In the meantime, the most recent Census has confirmed some significant changes to the structure of society in the UK since the previous assessment in 2001.
For marketers, the challenge of building real relationships with customers is more important than ever before. And given that the loyalty market has undergone a digital transformation in recent years, this challenge has become even more complex.
It’s time to 'embrace the digital transition with both hands, while showing enough restraint and respect for consumers’ permissions and preferences', concludes The Four Futures author Martin Hayward.
This briefing explores the extent to which the use of data drives customer centricity and the key steps organisations need to take to instil a customer data culture. It also looks at the implications of consumer privacy regulation and the importance of the value exchange in a cookieless world.
Every company’s priority is putting customers at the heart of their business. A holistic view of each customer creates a lasting and lucrative bond, considering their entire life cycle. But, how do you form a personal customer relationship from the big data generated to accurately predict how to remain well-connected?
It is critical for marketing departments to understand how today’s demanding customers respond to marketing communications: their relevance and impact. Marketing does not have the desired impact unless it is relevant to the consumer. And the only way a marketer can be certain of a message’s relevance to the audience is if they can measure the impact. Download the report to find out more.
Find out how to make sense of big data. The concept of big data is hard to quantify, so it's good to remember that big data is made up of small data... Read on to discover how changing the way you think about data can help you better understand your customers.
The consumer society of 2013 enables commercial opportunities that were previously not possible but it also brings massive challenges. How should all of these digitally recorded actions, movements and behaviours be interpreted and used to help us engage with consumers and promote our offerings? What customer journeys are being enacted offline, online and on premise?
‘Thinking Data, Talking Human’ provides marketers with a series of eight rules for the pursuit of effective customer engagement in today’s fragmented and congested landscape. The rules are formulated from analysis of the latest thinking in the fast-changing field of Behavioural Economics and its relevant application to marketing, combined with real-life examples of data-driven creative that have resulted in significant behaviour change.
The Forrester report The Big Deal about Big Data for Customer Engagement:
Highlights the importance and challenges of Big Data
Outlines the changing role of key business decision makers in driving big data initiatives
Explains how businesses can better understand their customers and unlock new revenue streams
Measuring social ROI is not easy. Every marketer has their own theory for the magic bullet metric but they are seldom sustainable, scalable or reliable. In this new white paper, we detail the top five ways that social can impact business metrics, business value and marketing value to help you justify your social strategies.
Looking to do better marketing with fewer resources? The new Definitive Guide to Marketing Automation will show you how you can streamline, automate, and measure marketing tasks so efficiently that you'll feel like you have an army of marketing robots at your disposal!
Get your company on board with the future of marketing solutions.
A Market Study by Henley Business School in association with SAS UK.
Big brands struggle with single customer view, according to SAS and Henley Business School. The study reveals lack of skills and capital investment means organisations are not using big data to gain a single customer view.
Brands are yet to get to grips with big data to gain a single customer view — a term used to describe the ability of companies to capture all the interactions a customer has with a company or organisation, regardless of the channel used by the customer.
Download a copy of this report to find out what businesses are saying and what's standing in the way of their quest for a single view of the customer. The research comes together with customer case studies from B2C, B2B and the Financial Services Sector.
This year's Experian QAS research, conducted by Dynamic Markets, discusses the latest data-quality trends of 2012. Most alarming this year is the dramatic rise in formal data-quality strategies in sharp contrast to the minimal improvement in data quality.
Did you know?
A staggering 99% of respondents now have data quality strategies in place. Conversely there has not been a corresponding rise in good data quality, in fact common data errors have increased by 2%.
As the social and technological landscape changes, so do people’s attitudes about what information they would happily share, and who they trust with it.
To find out more about what motivates people to do so, Sky IQ commissioned a survey of 3,097 UK adults aged 18+.
The report provides valuable insights for marketers, and others, from all kinds of organisations into how the British public thinks about data and how this is reflected in their daily lives.
Today’s customers expect a seamless and consistent user experience at all times — which is impossible to achieve without a deep understanding of their needs and behaviours.
Experian Marketing Services latest white paper explores the basics of segmentation, ways to integrate on- and off-line data and highlights five critical tips for segmentation success.
Tracking value in a multi-channel environment is arguably one of the biggest obstacles for today’s marketers. As the use of multi-channel marketing continues to grow and customer interactions become increasingly complex, it is those organisations that fully embrace an integrated approach and can effectively track results across all media they employ, that will hold the competitive advantage long term.
There have been many articles explaining the impact Big Data will have, but the key thing to consider is that it’s not just that there’s more data to deal with – it’s what you do with it that counts. This new paper explores where marketers should focus their efforts, discusses how online and offline data can be linked for greater insight and shows how it’s only at the point where decisions are made and consumers engaged that the real impact of Big Data can be felt.
SoLoMo (Social-Local-Mobile) allows organisations to deliver relevant engagement with a brand simultaneously in the digital and real world. Brand interactions are no longer bound by the constraints of a home or office computer; they are real-time, digital experiences at a physical location. In this white paper, we will walk through the emergence and relevance of SoLoMo, as well as some best practices for digital marketers looking to use it to their advantage.
How is Marketing Automation different from email marketing? In this white paper, you’ll learn the difference between email marketing and marketing automation, how each supports complex buying processes, and whether email marketing or marketing automation are the right tools to use.
Download this white paper at the link below.
The Bottom Line is the Top Line: Revenue
Marketers are under constant pressure to measure and demonstrate marketing's ROI and impact on overall revenue. With compelling graphics and real-life examples of Marketo's own metrics and tactics, the Definitive Guide to Marketing Metrics and Analytics offers best practices and techniques for harnessing data to not only prove, but improve ROI.
This 70 page guide will teach you:
- The right metrics for understanding and interpreting marketing results
- Why measuring marketing programs is difficult, and how to do it correctly and efficiently
- Revenue metrics that get the executives' attention and prove marketing ROI
- The critical elements of a marketing dashboard
- And much, much more!
Let the Definitive Guide to Marketing Metrics and Analytics help you gain the insights you need to grow your company's revenue and demonstrate the true value of your marketing.
The Single Customer View is the foundation on which to build an understanding of your customers - enabling far more effective engagement across all marketing channels.
Based on new consumer and business research, this paper separates fact from fiction, outlines the tangible benefits that can be achieved, the dangers of failure and gives practical advice on how to turn the Single Customer View concept into a marketing reality.
Do you struggle to keep track of your customers? You could be suffering from Digital Amnesia
Hear from experts on video as they discuss this topic and how brands are affected. Learn how, through data, a joined up approach in the future is a way to stop your brand suffering from digital amnesia.
Research shows that home movers spend an average of £5,000 on products and services related to their move, but this is also the time when consumers are most likely to change providers, with 65 per cent of people switching to a new supplier when they move.
The white paper highlights that today's consumers, driven by concerns about money, are much more likely to shop around for the best deals, with the help of price comparison sites and peer-to-peer networking.
The customer lifecycle concept is a familiar one for many marketers. But how many UK brands have a defined lifecycle programme in place as opposed to just taking a campaign-by-campaign approach which is often product rather than customer segment led? This paper makes the case for a defined programme of ongoing customer communications to drive better customer engagement (and therefore improved retention rates) as well as incremental revenue flows.
Marketing Automation is a comprehensive solution that can dramatically increase the ROI of the investment in your CRM solution. This paper presents the key benefits of CRM systems, and demonstrates how Marketing Automation can increase the effectiveness of the entire sales and marketing function. Topics you will learn about include:
* What is Marketing Automation?
* Why CRM alone is not enough
* Benefits of Marketing Automation
* How Marketing Automation increases your ROI on CRM
It¹s a multi-channel world, so marketers need new strategies to connect with their customers - wherever they are. This white paper provides the essential insights to help you create and implement a multi-channel strategy, including how to drive better engagement through a Single Customer View, how to enhance data for email campaigns and how to build smarter social media activity.
Today¹s fastest growing companies are using repeatable marketing and sales 2.0 techniques to grow revenue predictably and reliably.This paper outlines how marketing automation optimizes marketing programs and can help companies:
* Create a faster and more predictable revenue cycle
* Increase profitability with tactics that result in a higher conversion rates
* Align the efforts of marketing and sales teams to substantially increase top-line revenue growth
Despite decreasing for the second year in a row, electoral roll opt-out rates still remain significantly high with dramatic disparities between local authorities. Callcredit's 2012 report looks at the regional variations (including a breakdown of each UK council) and takes a look at the profile of a typical opted-out consumer.
Organizations often lack insight into the quality of the data used in everyday decision-making. By developing a strategy that measures and reports on data quality metrics, stakeholders can craft a business case and ROI model to drive investment in data quality initiatives. Learn what processes to scrutinize, what metrics to measure, and what strategies position these metrics as proof points for ROI.
As the economy attempts to find its footing, marketing leaders are assessing their go-to-market strategies, plans and budgets for 2012. And optimising success across all channels, with a renewed emphasis on new media, is a top priority. What is the best mix of social, digital and traditional media? How can you best measure performance? What are the key areas of risk? To find out, SAS UK commissioned Marketing Week to conduct an in-depth survey of over 900 marketing leaders.
Incorrect, incomplete or ‘dirty’ address data incurs unnecessary costs to the business in terms of wasted time as well as money. Failed, delayed or misplaced deliveries, due to a bad address incur significant costs, as well as the time spent trying to retrieve the correct one! More importantly, failed deliveries means a broken promise and possible damage to your brand image. All that money you spent on brand building over the years could be wasted if you fail to deliver on your promise.
This white paper reveals:
• How to tackle the problem of data decay in your customer data
• The enormous improvements in data quality that can be achieved with the smallest financial outlay.
• Top tips for better data management that can enhance marketing and help you save money.
In this white paper, learn from an expert panel of digital marketers including John Lovett, president of Web Analytics Demystified, as well as Adobe customers including McAfee. The panel discussion topics range from how to create an optimisation roadmap for your organisation to best practices for using testing, targeting, and segmentation across your website.
What is the difference between a social shopper and a dedicated fan? And can you connect with a detached introvert? Ruth Mortimer learns more at a Marketing Week/SAS seminar on a new segmentation model.
Today's marketing and business professional lives in an environment that is constantly inundated with new information. This paper discusses the needs of today's marketing manager, the crucial role that a refined and solid research methodology provides in cultivating sound marketing strategies and how the intelligent application of information can build success upon success. Trust, access, usability, strategic alignment of information, analysis and execution are critical in today's business environment.
The concept of multi-channel customer engagement is nothing new, so why do many marketers struggle to make this a reality? The key factor is the lack of a single customer view and insight across all channels and databases. This new white paper explores how to solve this challenge to improve customer service, enhance brand loyalty and enable multi-channel campaigns which drive ROI.
Marketing Week's latest roundtable, in association with Experian Marketing Services, examines the challenges of multichannel marketing with a panel of senior industry figures. As marketers continue to explore a wide variety of digital technologies, our panel concludes that data remains the driving force of any brand strategy.
More is not always better. That's why marketers are shifting lead-gen efforts from quantity to quality. But how do you target and engage the best prospects so that fewer leads pack a punch?
This DemandGen eBook explores the strategies, tactics and tools that leading BtoB marketers are using to improve the flow of quality leads.
Read the eBook to learn:
- Top vehicles for driving high value leads
- Why companies are tapping into the power of the web
- How webinars rate in driving high quality leads that convert to sales
- And more...
Marketing Week's latest roundtable, in association with SAS UK and Capgemini, explores how social media and other digital channels can help brands personalise their communication strategies and achieve greater levels of consumer engagement.
Evolution is explosive in digital marketing today exciting changes roll out at a mind bending rate in mobile, social, 'big data' analytics, re-targeting and search. In this book Latitude, part of Callcredit Marketing Solutions, has captured a snapshot of insights from experts including Google, Yahoo, Layar, Tagman and Struq on opportunities emerging in each domain.
Struggling to get your testing strategy working? Improve your testing plans with free advice from Forrester: 14 Elements of a Successful Online Testing Plan
Download this independent report, to view Forrester's framework of steps you can take to overcome the common challenges and pitfalls that many marketers face when creating an online testing process.
An accurate view of the external forces impacting your marketing strategy is essential for both short-term tactical success and the viability of your long-term strategy. In 4 Notable Trends in Marketing Strategy, you will find a set of hand-selected articles from Factiva that highlight the latest trends, exemplify the effects of dynamic ideas and provide real-life learnings from some of the largest companies in the world.
Customer Centricity in the telecommunications industry: Transformation from Product-Centric to Customer-Centric and creating a Competitive Advantage along the way
Executive leaders across all industries continue to face the most disruptive market conditions in decades. Increased competition has only accelerated. Large rivals continue to compete by aggressively buying market share, new entrants are more nimble and substitute products seem to pop up almost at every turn. This whitepaper provides the latest information on how providers can become more customer-centric while building greater competitive advantage.
The marketing world keeps getting more complex. Growth in peer reviews, Facebook, Twitter and Groupon are just one example of the shift in consumer influence and power. With more customer contact points, media channels and opportunities to build two way communications, more brands are seeking to engage with their customers. But who should you engage with and how? Is Customer Engagement just CRM repackaged or is there a fundamental difference in these concepts?
A seismic shift in the consumer landscape has changed how we look at the issues of life and which brands we trust. Any organisation which operates the 'traditional' linear and "one size fits all" model of customer engagement is going to struggle to compete effectively in this chaotic, changing world. This whitepaper sets out 7 steps to success, looking at how marketers can reapply the fundamentals of DM to successfully engage with a new breed of consumer in 2011.
With digital channels commonplace, data streams growing rapidly and customer expectations of relevant and respectful interactions, technology is often the only way for a marketer to manage interactions, understand customers and execute campaigns. But sometimes the technology can overshadow the crux of marketing ¬ the connection for a period of time between a buyer and a seller that involves an exchange of some kind.
Poor data quality has far-reaching effects and consequences on marketing ROI. Find out why data quality is the cornerstone to accurate targeting, customer analysis and effective marketing campaigns. This white paper provides insight into the simple but low cost data quality measures that deliver a quantifiable return on investment
Are you confident about the quality of the email addresses you
currently hold and/or those you may be buying in from third parties?
Download our recent webinar to find out how to
- Improve customer services and brand perception
- Increase conversion rate on email marketing campaigns
- Have confidence in the data on your system and/or acquired from third
Description: Are you keeping track of your customers and any changes in their data? In conjunction with our partners REaD UK, Experian QAS recently hosted a webinar offering best practice advice on data cleansing and suppression.
Download this webinar now to hear how to:
- Get to grips with data cleaning and suppression
- Track house movers
- Remove deceased contacts
- Use success stories to build your business case
How can you extract greater value from your data? By bringing science to the art of marketing to convert customer information into intelligence. This best practice paper shows how to achieve this by breaking the process down into five manageable stages, and offers some practical guidance on choosing the right tools for the job.
A white paper from Transactis that explores the benefits of right-time marketing and how event triggers can be identified and exploited to create loyalty, enhance response, build customer value and ultimately deliver improved business performance.
Most consumers combine online & offline channels when investigating and buying. However, most marketing organisations struggle to follow their customers across on and offline channels. Discover how marketing can take advantage of online web behaviour to improve the coordination of offers and campaigns across all channels.
When it comes to effective direct marketing campaigns, accurate consumer lifestyle data is king. In this White Paper John Pooley, Managing Director of The Data Partnership, advises on how you can ensure that you get the right data for both your marketing budgets and needs.
Marketing Week joined forces with RAPP and international brands Philips and Eurostar to explore how brands can best use the social media space to develop real relationships with real consumers.
After a protracted period of economic uncertainty, marketing leaders are assessing their strategies for 2011 - and optimising success across multiple channels is a top priority. To find out what to expect and how to plan for 2011 and beyond, SAS UK commissioned Marketing Week to conduct an in-depth survey of over 500 marketing leaders.
Data Strategy spoke to key figures at Facebook, Orange, Fedex Express,
Transactis and Getting Casinos to gather their understanding of customer
experience and their take on key issues such what they view as the key
differences between this and CRM and the role of marketing in delivering
Improve customer engagement through location, location, location, in association with Pitney Bowes Business Insight, addresses attaining a 360-degree view of the customer and targeting new customers with similar demographics.
David Reed, editor of Data Strategy and Burchard Hillmann-Koester of Pitney Bowes Business Insight led the discussion in adding "where" to the "who", "what" and "why" of marketing activities and business processes.
Are you achieving success with managing your international customer data and service? Discover how effective address and data quality management (DQM) is the key to preventing data decay and achieving a single customer view. This whitepaper surveys the opinions of international businesses and examines how DQM can improve data accuracy, analysis and marketing, and enhance your overall customer service.
Marketing Week’s latest roundtable, in association with SAS, addresses how web-based technology has added spice to the mix of marketing channels, as brands get a taste for direct engagement with their consumers.
Fedex, British Airways, P&O Cruises and SeaFrance joined the debate and discussed ways in which they communicate with different types of customer.
Marketing today means meeting the new consumer demand for personalised content and interaction. This White Paper looks at why giving the consumer a personalised experience is no longer a choice, how data now needs to be at the heart of marketing, and the way new technology is supporting digital marketing optimisation.
Marketing Week's latest roundtable, in association with SAS, shines a spotlight on the travel industry and leading brands within the sector. Just as travel broadens the mind, so the greater use of social media is increasing the opportunities for engagement.
Air France, BAA, Hostelling International, Page and Moy, Princess cruises, Transport for London and Virgin Atlantic Airways joined the debate and discussed ways they keep their finger on the interactive pulse.
Download the related white paper - "Understanding Social Media"
Marketing Week's latest roundtable, in association with Communisis explores the ways brands can build a truly 'customer-centric' strategy and make it work in a multi-channel world.
BSkyB, Ladbrokes, Capital One, Phones4U and the BBC joined the debate and discussed ways they have engaged with their consumers while carrying out effective marketing for their organisations. How do the best in our industry measure, manage and execute campaigns in an entirely new communications landscape?
CRM: WIN NOW AND BUILD FOR THE FUTURE
Listen to our webinar to hear how Sage user, Kieron Moran from Epsilon PHs, got buy in across his organisation for a CRM project . Their CRM implementation now gives them a single view of their customers. So they can market more effectively, have been able to streamline many business processes, can guarantee service levels and have ultimately increased their bottom line profits.
Is your customer data driving profitable relationships? Are you using prospect information effectively to make your marketing campaigns hit home? To get the best out of your customer insight and analytics resource, download this webinar and pick up some tips from the best in the field.
How to Reduce the Risk of bad Marketing Decisions - the many advantages of affordable cross-channel marketing solutions. Deciding where to invest marketing budget often carries the same risks as spinning a roulette wheel. Placing the company chips on a few intuitively selected marketing ideas could pay off or bust the company.
This report addresses how to achieve powerful results using simple data analysis and GIS tools, including a Coca-Cola case study
Data Quality is the key to building a successful Single Customer View - learn how with Trillium Software
Did you know the topmost technology reason for CRM projects to fail or miss expectations is poor DQ.
Trillium Software has the technology and expertise to ensure your data quality is above the standard required to successfully build a Single Customer View and we’ve helped companies like Nectar and Iceland Frozen Foods to do just that.
Download the Single Customer View Solution Guide from Trillium Software.
Forrester evaluated 11 cross-channel campaign management vendors based on 91 criteria and found that Unica led with its platform depth, cross-channel program integration, and data management capabilities. Unica is recognised for offering marketers a set of tools to manage highly relevant and personalised communications delivered through online and interactive channels, as well as traditional programs.