Advertising & Marketing Events
|03/13/2014||New York NY|
|03/24/2014 - 03/28/2014||Salt Lake CIty UT|
|03/26/2014 - 03/27/2014||San Francisco CA|
|03/27/2014 - 03/28/2014||Chicago IL|
|03/27/2014 - 03/29/2014||San Francisco CA|
|04/27/2014 - 04/29/2014||Nashville TN|
|05/07/2014 - 05/09/2014||Salt Lake CIty Utah|
Larger and richer collections of customer data are increasing available. That’s the good news. But most of that data is wasted. That’s the bad news. Poor data practices remain one of the biggest hurdles to marketing success.
Here are four ways that companies squander data and recommendations about how to stop the waste:
Data is Missing: A huge amount of customer data is available but is just not collected. Your ultimate goal should be to capture interaction and behavioral data at every touch point.
What to do: Acquire the data. Invest in marketing technology and services that capture data and in data management technology to store it for analysis. IDC finds that tech marketing leaders invest more than three times the amount of funds in marketing technology than their laggard cousins. Big data is the marketer’s friend. Providing lots of data to your analysts will enable them to predict the next best offer, discern buyer preferences, determine marketing program attribution, improve conversion rates, and much more.
Data is Unavailable: Some customer data is captured in company systems, but is trapped where marketing can’t access it. Marketing needs information on customers from a broad array of sources from both inside and outside the enterprise. Sales data, purchasing data, and customer service data, are examples of internally available data critical to seeing the full customer picture.
What to do: Aggregate the data. C-Suite executives must rush to the aid of marketing if they want to get full value from the function. To stop measurement at the MQL or even sales “closed loop” is insufficient for the full customer picture. Pay particular attention to converting unstructured data into structured data so it can help drive the content customization and delivery process.
Data is Junk: Sometimes customer data is captured, but is meaningless.
What to do: Analyze the data. You must be able to separate the signal from the noise. The first step is to gain a baseline understanding of the journeys taken by your best customers. This point of view will give you a filter. CMOs need to invest in the tools and skills needed to gain insight from the data and tell a relevant business story.
Data is Late: Some meaningful data is captured, aggregated, analyzed – but the whole process takes too long for any relevant action to occur.
What to do: Act on the data. The point of data investment is to develop a rich understanding of the customer’s context so the most relevant response (typically content) can be delivered to them. In a digital dialog, a response is expected on the other side of every click. Data needs to be made readily available to decision engines and content management systems so that they can take action.
For more IDC technology marketing blogs, click here
The US is still the spam capital of the planet, according to a new study. However, using a different set of metrics, it is being outperformed by the like of Belarus, Peru and Iran. In other words, developing countries are punching above their weight and out-polluting America in the online anti-social behaviour markets. On the other hand, the economic powerhouse of the West is ahead on sheer volume in the race to be the number one conduit of commercialised electronic junk. But, say the experts who produced this report, it’s the developing economies that could be hardest hit by the rise of spam.
America is the biggest spam source in the world, according to The Spampionship, a new league table of the 12 biggest spam-producing nations compiled by security vendor Sophos. China is fast emerging as a major source of unwanted email and Russia is in at number three after doubling its share of the spam market. To paraphrase music chart compilers, America has held onto the number one spot but China is in at number two with a bullet. (Or should that be a botnet?)
The Spampionship is not intended to be a roll call of shame, according to Sophos’s head of technology, Paul Ducklin. He claims that the table is meant to be a thought provoking study rather than a finger-pointing exercise.
“We want people to think about security and the consequences of spam,” says Ducklin. “People tend to think it’s harmless, but it’s damaging of lot of economies.”
Business News Daily
The Business of Helping Businesses
Want to start a business this year? If you’re looking for a great idea, look no further than your fellow entrepreneurs. New and established firms alike need outside help to run their day-to-day operations, and you could be the one to do it. Here are 14 business-to-business (B2B)startup ideas that we think will be successful in 2014.
Two words that are continually brought up in conversations at company meetings are “integration” and “cloud.” According to leading analyst firm Gartner, by 2016 the growth of cloud computing will increase to become the bulk of new IT spend. The relative cost of cloud services as compared to handling integration in-house has historically hindered executives’ decisions to implement cloud services and brokers. However, the undeniable benefits to cloud-based integration have now come to the forefront of consideration for C-level decision makers looking to relieve their companies of compliance challenges and security risks, while increasing the speed of data being transferred and analyzed. Putting the two words together, cloud integration is now more important than ever to tackle increasingly complex integration challenges.
As such, 2014 will be a disruptive year for integration providers, cloud services, Big Data and C-level executives looking to take full advantage of what data integration has to offer. Below are three trends companies can expect to see and incorporate into their businesses in the next year:
We’ve talked in the first two posts about how the digitization of everything is disrupting marketing and changing the face of commerce. Organizations are having to change the way they operate, and that’s causing roles in the C-suite to evolve.
The digitization of everything is doing three primary things:
- Increasing the speed and access for everyone to find and interact with relevant people, information, and products/services.
- Creating a fast-paced, never-ending game of “survival of the fittest” among corporations.
- Moving more of the customer journey into digital channels.
These three factors are forcing organizations to focus on being found among an ever growing sea of competitors – and also on responding in context to their audience with something that resonates.
This requires an increasing depth of customer understanding. Companies need to understand what customers want to accomplish, the motivations behind their actions – and be able to provide meaningful responses, at scale, across a growing spectrum of channels.
Each time a vendor does this well, it raises the collective bar of customer expectations, until someone does it better. This constantly repeating, ever shortening cycle puts an enormous amount of pressure on every company to relentlessly innovate. Those that don’t, struggle or die.
The increasing reliance of the CMO on technology to help them know and respond to customer needs, coupled with the availability of cloud infrastructure and applications, is forcing both the CMO and CIO to re-evaluate their roles.
The Media Briefing
While news publishers are starting to turn to paywalls and move away from an almost complete reliance on advertising, game publishers are already creating experiences that attract millions of paying users and, according to Shai Drori of Appsfire who spoke at the event, “most revenue for mobile games is coming from in-app purchases, not advertising.”
Mobile games are generally categorised into two groups when it comes to monetisation: pay-to-play and free-to-play. Pay-to-play apps act much like the paywall of The Times of London, in that one must pay before downloading the app and accessing any of its content.
Free-to-play apps are free to download, and generally a portion of their content is available to all, while certain levels, power-ups, or accessories must be unlocked via in-app purchases.