|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
Name: Dr. Mathew McDougall
Region: Asia and Australia
Job title: Founder and CEO of Digital Jungle
Experience: 20+ years working with Technology, Internet and Marketing firms around the world. Last 10 years worked as CEO based in China
One of the largest capitalist economies in the world, Australia is the world’s sixth-largest country by total area yet comes 51st in a list of countries by population. So how does marketing in Australia differ to the rest of the world, and what similarities, if any, does a country with less than 0.5% of the world population, have with China, which with almost 20% of the world’s population, tops the same list. Kathryn Cave talks to Dr. Mathew McDougall, Founder and CEO of Digital Jungle to find out more about Marketing in Australia.
What are the unique opportunities in targeting customers in Australia?
One of the unique opportunities in targeting B2B customers in Australia is that the market is relatively small, which leads to great referrals. Most of the major players in the industry know each other, which leads to great opportunities for clients. If you win a client and do an exceptional job, competitors and friends in the industry will notice, because it is easier to monitor a small market. If handled correctly this can lead to many new relationships, but of course, this goes both ways; if you win a client and do not deliver an exceptional product, others in the industry will also take notice.
IDG News Service
Coming up on WTU this week Facebook dreams of Internet access from flying drones, Android outpaces iOS on tablets and Rinspeed puts an espresso machine in a concept car.
GLOBAL: Consumer spending on digital content, ranging from games to movies, increased globally by 30% to $57bn in 2013 compared with $44bn in 2012, a new report has found.
The Digital Content Report 2013 – a joint study by IHS, the insight and analytics firm, and App Annie, the app usage tracker – was released in London and San Francisco and revealed that online games, music and movies were key drivers of that growth.
Online movies grew 21% to $8bn in 2013 while music apps saw year-on-year growth of an impressive 77%, The Drum reported, with overall spend on mobile apps rising 2.3x to $16bn.
While the US remained the largest market for digital content in 2013, the report identified other countries with room for growth as well as those with particularly strong categories.
The UK, for example, had one of the strongest online music markets last year, although the IHS report indicated that the nation’s rapidly growing market in game apps will overtake online music in 2014.
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: