Untangling the data hairball: a review of “Big Data Marketing”
A book review of “Big Data Marketing” completed for OnlyIT. Big Data Marketing. Lisa Arthur. Wiley, 2013. 192pp Data driven marketing and specifically Big Data in marketing has become a popular phrase...
View ArticleDiscovering Your Data
Data is the key to understanding you customers and delivering new insights, but data in itself is just a series of 1s and 0s until you can bring meaning and interpretation. Knowing and understanding...
View ArticleWebinar: Improve Marketing Data Management to Compete Through Insight
At its core Direct and Digital Marketing rely on the use of data and technology to deliver carefully crafted messages and offers to customers to initiate and prolong profitable customer relationships....
View ArticleTalk to your customers or talk to your customer?
Receiving messages from a company you have never spoken to can be annoying and intrusive at best, often referred to as spam. Therefore, gaining permission to speak is a critical element in building a...
View ArticleHow can a customer journey lead to data enlightenment?
Customer journey mapping has many applications to enable an enhanced relationship between you and the customer, including: Understanding and improving the customer experience; Providing a platform for...
View ArticleCustomer Segmentation – are your customer footprints merely impressions in...
Customers have similar traits but are not all alike and should not be spoken to with a single message in the same manner and tone. This was initially looked at in an earlier article ‘Talk to your...
View ArticleSucceeding through testing
Testing is a key element of any marketing initiative and is often reiterated through the common mantra ‘Test it, test it again and finally test it’, with many examples available on the importance of...
View ArticleWebinar: How do I measure success?
Testing is a key part of any marketing initiative and is often reiterated through the common mantra ‘Test it, test it again and finally test it’, with many examples available on the importance of...
View ArticleDoes GDPR Profiling include Segmentation?
During a recent webinar by the DMA titled “GDPR*1 and profiling” several discussions were raised on the right or not to complete profiling on customer data. This looked at the high standard for consent...
View ArticleHave you played the Data Breach game?
Over the past 12 months the noise around GDPR has gradually become louder and louder, with many businesses claiming to help with compliance or telling you of horrendous fines that you will have to pay....
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