The sheer volume of data generated by online consumers has proven both a bonanza and a curse for marketers: a bonanza in terms of providing a rich source of information for finding and targeting consumers, and a curse in terms of sorting and making use of it.
The migration of consumers to online channels is providing B2C companies with ample opportunity to gather and analyse data. But what do you do when you are a B2B company that sells mostly through partners, and are a long way from having a regular online interaction with your eventual consumers?
Many sports get their start from participants practicing their abilities to outperform each other.
But digging into the origins of NASCAR racing in the late 1940s reveals a sport born not just from the technical and driving capabilities of participants in outrunning each other, but also in evading the local law enforcement as well.
Analytics vendors are keen to describe how they can divine insights from the world’s vast troves of data. But in the eyes of BAT head marketing intelligent and deployment, Paul Ormonde-James, even the smallest slice of the wrong data can through all predictions out of kilter.
During her time as Dan Murphy's CDO, Faye Ilhan has helped drive a number of innovations, including being the first retailer to launch click-and-collect across all outlets, and introducing Dan Murphy’s ShipSmart, which enables customers to receive unlimited deliveries.
The power of technology-driven startups to adversely impact traditional businesses is such that Uber and Airbnb have now become clichéd discussion points at innovation conferences the world over. But many are also coming to realise the same tools that make startups so nimble and disruptive are equally accessible to them – if they only learn how to use them.
Big Data is often described as a technology. But according to one of America’s foremost practitioners of data analytics, when it comes to putting together a top-flight analytics capability, the critical ingredient is people.
The explosion of interest in predictive analytics among Australian marketers has been met by similarly-explosive growth in the number of vendors and consultancies vying to meet their needs.With such rapid growth in demand, how can marketers be assured they are getting the best result for their money?
IBM has Watson. Now Israeli startup, Adgorithms, has Albert. And while Albert has been trained to execute large-scale digital marketing campaigns more effectively than humans, he is not out to take your job – at least not yet.
Shoppers around the world often look to fashion houses to set the latest trends. But even the most iconic of luxury fashion designers can learn a thing or two from its customers thanks to social media and co-creation, says Burberry's former service standards leader.
Your customers are usually more than willing to tell you what is wrong with your business – and occasionally even what is right. Unfortunately, however, many businesses just don’t have the capability to listen effectively to all of that volunteered information and act on what they hear.
US-based inbound marketing platform, HubSpot, is ramping up its assault on the Australian marketplace, investing in new offices and launching a CRM tool that significantly expands its functionality.
Personal recommendations have long been perceived as one of the most persuasive forms of marketing, especially when they are delivered by trusted parties such as friends and family. But despite social media’s ability to connect individuals, it has not proven effective in harnessing recommendations for brands.
In the race to get new products and services out to customers, compromise can be inevitable. But when those compromises impact usability and customer satisfaction, any advantage gained from rapid release can quickly be lost.
Banks have worked hard to accumulate their vast customer data repositories, and guard them jealously. But Spanish bank, BBVA, has determined the best way to profit from its data is to give it away for free.