Background: Civis began a data technology partnership with McDonald’s North America Marketing and Data Science teams in late 2017, and — after a year and a half of keeping our heads down — we jointly presented some of our key learnings recently at Advertising Week in New York.…
Added by Civis Analytics on March 6, 2019 at 8:00am —
Organizations, often in their me-too hurry to adopt a new technology, just pour their old-wine (data) into a new bottle. What was originally called ‘sales-information-system’ in the good-old-days underwent many avatars before it became BI (business intelligence) and then off-late, it is time to switch again. The latest avatar is called Data-Visualization-Tool, and every CIO… Continue
Added by Krishna Pera on October 17, 2018 at 10:00am —
From advertising and promotion to selling and feedback, marketing chatbots are reducing the cost for companies, saving time, increasing efficiency and…
Added by Deena Zaidi on February 7, 2018 at 8:00am —
I came across the story of a manager who felt that the best way to encourage desirable behaviours was through reward and humiliation. This encouragement occurred indirectly through what I would describe as “persuasive data”: a table of data went out each week showing the best and worst performing employees. Everyone in the team could see the stats plainly along with the names of coworkers. They were encouraged to make comparisons. This represents an aggressive use of data. From my… Continue
Added by Don Philip Faithful on March 18, 2017 at 5:51am —
Accurate multichannel campaign attribution has stumped the online marketing industry for years. But what if the solution is to stop worrying about attribution, and move to an optimization-driven approach?
You know those photo mosaic images, which suddenly became terribly popular a few years back? They cleverly use lots of individual tiny images to make up one large image. If you look closely you can make out the… Continue
Added by Ian Thomas on January 27, 2017 at 9:30am —
The profusion of big data alongside helpful nudges from Wall Street has inspired many companies to create Chief Data Officer(CDO) and Chief Data Scientist(CDS) roles. The mandate for these roles remains inchoate much in tune with the incipient nature of application of machine learning and predictive analytics within a large corporate structure.
In a previous post, I had introduced a new paradigm – the… Continue
Added by Srividya Kannan Ramachandran on January 4, 2017 at 6:00pm —
A theme in my blogs is how the "structure" of data - rather than just the "content" - affects what that data can say and is capable of doing. In particular, I suggest that certain structures tend to reinforce certain contents; this means that a structural imposition can have an effect similar to a contextual imposition. Structure is an interesting conversation… Continue
Added by Don Philip Faithful on October 22, 2016 at 5:30am —
Big data can lead to big business. The macro acquisition of consumer information is a major asset towards creating the right type of content marketing that will drive traffic to your website and spark conversions. However, like every other powerful too, big data must be applied correctly for you to reap its benefits. So here are four killer strategies for using big… Continue
Added by Patrick Cole on September 12, 2016 at 11:00pm —
Shame on YouGov! Did their survey really miss the outcome of the Brexit consultation? Not quite. If you hit your finger while hammering a nail into the wall, do not blame the hammer.
The media circuit is responsible for having broadcasted inaccurate information. I must confirm that I am in no way linked to YouGov, the market research agency that supplied most media agencies with projections of the outcome results for the Brexit consultation in the UK, and this article… Continue
Added by Mirio De Rosa on August 16, 2016 at 10:00pm —
By Kostas Pardalis
Marketers have a wealth of data that they access to, containing information that waits to be harnessed. It’s this information that data science promises to turn into actionable knowledge. But how can a marketing professional, better understand this brand new world of data science?
In this post, by going through a simple use case of e-mail marketing… Continue
Added by George Psistakis on June 27, 2016 at 4:30am —
Today we discuss how to handle large datasets (big data) with MS Excel. This article is for marketers such as brand builders, marketing officers, business analysts and the like, who want to be hands-on with data, even when it is a lot of data.
Why bother dealing with big data?
If you are not the hammer you are the nail. We, the marketers, should defend our role of strategic decision-makers by staying in control of the data analysis function… Continue
Added by Mirio De Rosa on June 26, 2016 at 8:40am —
Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all, we found agreement by means of an example, which I’d like to present to you too.
From data to… Continue
Added by Mirio De Rosa on June 13, 2016 at 9:00am —
There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it. Most of this attention has been focused on the B2C space. However, less work has been done measuring the performance of B2B marketing activities.
Certainly the marketing automation segment is very vibrant with a large number of vendors (both big and small) providing solutions that… Continue
Added by Gregory Thompson on May 23, 2016 at 4:33pm —
Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their clients set high level marketing strategies and advertising budgets.
This worked well until the internet came along and changed the game - new digital channels and online marketing techniques were embraced by… Continue
Added by Gregory Thompson on May 19, 2016 at 11:00am —
Now I’m preaching to the choir when I tell you that big data is the future. You all know that already. Article after article on this website is devoted to the idea that if we use big data correctly, it can be worth its weight in digital gold. The question is, are you actually using it correctly, particularly when you’re using it to push your content marketing?…
Added by Julie Ellis on April 26, 2016 at 4:12am —
Social listening has a nasty habit of being completely soft—all about the words without the context of volume and velocity of conversation—or completely quantitative with little information about what’s actually being said. Unfortunately, this leads to conclusions that don’t help you make better strategic decisions. Whichever way your listening leans, you can’t get a clear picture of a situation or your brand online without both the qualitative and the quantitative.
Added by Chris Atwood on March 28, 2016 at 10:30am —
The Power of Third-Party Marketing Data
The first thing to sort out when considering a data strategy is what types of data you have, what types you need, and how you can use both. The two main segments of data are first-party and third-party.
First-party is the foundation of your marketing strategy. This is the internal…
Added by Larisa Bedgood on March 24, 2016 at 10:30am —
So far in 2016, we’ve heard a lot about Big Data, the Internet of Things, and the hottest new marketing technique on the block: ‘hyper-personalised’ marketing. Marketers are increasingly interested in focusing their efforts on individuals, not database segments, because that all-important personal attention is shown to increase engagement, inspire customer loyalty and…
Added by Martin Doyle on February 29, 2016 at 3:30am —
The definition of real-time marketing is evolving. The buzz around Big Data and the…
Added by Larisa Bedgood on February 23, 2016 at 6:00am —
96% of Companies Are Failing Miserably When it Comes to Marketing Data Insights
At a time in our history when there is more data than ever before, the overwhelming majority of companies have…
Added by Larisa Bedgood on December 7, 2015 at 12:00pm —