News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How big data can influence conversation
Moving into the New Year more brands say they'll focus of quality, big data to engage and convert consumers in the online and mobile space. According to one expert actionable data - have the tools in place to not only compile big data but to use that information to better serve customers, is key.
Kristina: What kind of data helps create valuable conversations with customers? Can you give an example?
Wolf Maasberg, CEO, Lyris: Studies have shown that a combination of transactional and behavioral interaction data produces the most relevant engagement with customers. This includes elements such as purchase history, Web behaviors, social behaviors, mobile, preferences, demographics, etc. The key is to work with the right combination of these data elements, and not just focus on each as a standalone campaign objective.
Kristina: The 'Do Not Track" issue is getting a lot more attention of late, what are your thoughts on this initiative. Good or bad for marketers?
Wolf: I believe that respecting privacy considerations is critical for marketing success. That said I also feel that the ability to understand a buyer's journey across a website or any other digital channel ultimately benefits the consumer by enabling a frictionless customer experience focused on relevant engagement. Imagine a world where you are recognized as "new" every time you interact with a business? Understanding interactions gives marketers a powerful shorthand for creating more meaningful experiences.
Kristina: Recently the industry has predicted the CMOs are expected to spend more on IT than CIOs. Do you see this happening?
Wolf: The emergence of cloud business applications that provide strategic business results have led to a shift in software spending from the CIO's office to lines of business. As a result, we have seen that IT has started to assume more of an advisory role versus ownership over budgets and spending decisions, especially when it comes to systems impacting marketing organizations. This trend is augmented by the fact that after ERP, CRM, SCM, etc., marketing remains the last great untapped frontier for enterprise software - a fact that is supported by the significant investment and rapid growth of this market.
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...