How to Profit from Big Data

Size: px
Start display at page:

Download "How to Profit from Big Data"

Transcription

1 1 Without Getting Buried by the Wave DataXu

2 2 Contents Without Getting Buried by the Wave Who s Afraid of Big Bad Data? Big Data? What I Really Need to Do is Understand My Customer! Big Data ROI in Action What to Look for in Your Big Data Partner What It Takes to Make Big Data Deliver You Can Harness the Big Data Revolution

3 Without Getting Buried by the Wave 3 If two companies use data with the same effectiveness but one can handle 15% of available data and one is stuck at 5%, who do you think will win? i This quote from Forrester s Brian Hopkins is a great wake up call. Big Data is big competitive advantage. New research from MIT Sloan School of Management Professor Erik Brynjolfsson puts a finer point on it. The research shows that companies which adopt data-driven decision making have productivity levels 5-6% higher. ii What is your ZMOT your zero moment of truth when your enterprise realized that Big Data and customer intelligence were more than mere buzz words? If it hasn t occurred yet, the time is now. Your customers are generating more digital data than ever. And the concomitant rise in digital marketing management platforms capable of harnessing this data means that your brand is ready for the revolution. In the next few pages, we ll gain a better understanding of the challenges of converting Big Data into business value. We ll explore the ways that Big Data delivers opportunities for value creation. We ll look at four real-world successes in harnessing Big Data. And we ll identify the core capabilities that any solution needs to offer in order to be able to convert Big Data into actionable intelligence. Who s Afraid of Big Bad Data? In 1,700 hours of interviews throughout 2011, CMOs from across the globe identified Big Data as the single biggest game changer they faced. iii IBM, the conductor of the survey, also asked which game changer CMOs felt least prepared to handle. Not surprisingly, the answer was Big Data. The volume, velocity, variety and variability of data are so great that marketers are in danger of being overwhelmed. At precisely the moment when real customer understanding seems so within reach, the avalanche of data makes it seem as far away as ever. In fact, Forrester estimates that firms effectively utilize less than 5% of available data. iv And it s getting worse. According to Gartner, enterprise data is expected to grow by 650% in the next five years v, much of that from the stunning increase in digital footprints created by consumers. Big Data? What I Really Need to Do is Understand My Customer! Enterprise data is expected to grow by 650% in the next five years. -Gartner What is Big Data anyway? EMC/IDC defines it this way: Big data is not a thing but instead a dynamic/activity that crosses many borders (and) Big data technologies describe a new generation of technologies and architectures, designed to economically extract value from very large volumes of a wide variety of data, by enabling high-velocity capture, discovery, and/or analysis. vi What makes this definition illuminating for marketers is that it describes Big Data in terms of the value it is able to generate. We would take it one step farther. If Big Data is the union of data and analysis, then customer intelligence is Big Data converted into action.

4 4 Big Data ROI in Action Enterprises that successfully convert Big Data into customer intelligence create value in multiple ways, according to a McKinsey Global Institute research paper vii. Here are four case studies that map to the ROI drivers they identify. In each case, marketers used DataXu s DX3 digital marketing management platform to make Big Data deliver on its promise of customer intelligence. Experimentation to discover needs, expose variability, and improve performance A top 3 computer printer manufacturer The printer company was able to shift mid-campaign to a more effective optimization strategy as a result of a happy accident. As a research component to a larger click optimization campaign, the platform ran a brand survey against different segments. The brand lift data was so compelling that the client shifted strategy and budget toward a brand campaign. Takeaway: Without the opportunity to experiment, marketers can continue down less than optimal paths, discovering months later that resources could have been better used. Segmenting populations to customize actions Properly analyzed, data allows marketers to identify increasingly granular customer segments. The era of 1:1 marketing is really upon us. A national retailer DataXu measured visitors to the home appliance pages of a major national retailer. After just a few days, the platform was able to provide new, dramatic insights that reshaped the retailer s marketing plan. For example, the retailer received a list of 3,000 third party data segments that indexed highly against the pixeled visitors. Organized in related groups, these microsegments offered the retailer a detailed roadmap for a campaign of precision audience buys with customized creative messages for each one. Takeaway: Without large volumes of tightly integrated 1st and 3rd party data, brands can t segment to uncover the kinds of correlations necessary to engage in customized marketing. Replacing/supporting human decision making with automated algorithms Algorithmic decisioning is not only necessary in the era of Big Data, it s better. And it frees staff to spend time on strategy, analytics and creative. Follow the money If anyone needs additional evidence that the Big Data revolution has arrived, look no further than the announcement from venture capital firm Accel Partners that it was launching Big Data Fund, a new $100 million initiative focused on identifying innovative entrepreneurs seeking to build category-defining companies at every layer of the Big Data stack. ix

5 5 A national insurer One of the United States top five national insurance companies used DataXu s cross-channel buying abilities to drive social engagement with the brand. On the open Web, DX3 s Active Analytics system identified several unlikely audiences that would be receptive to the insurer s message. As the Facebook campaign progressed, the system automatically shifted budget so that when the campaign concluded, three of the four newly targeted segments had outperformed the baseline. Takeaway: People and the data they generate don t respect artificial constructs like display vs. social. In fact, there are so much data moving so quickly that marketers must rely on automated systems to Replacing/supporting human decision making with automated algorithms Algorithmic decisioning is not only necessary in the era of Big Data, it s better. And it frees staff to spend time on strategy, analytics and creative. Scripps Networks Scripps, owner of networks like HGTV, DIY and the Food Network, is a leader in the home, food, travel and entertainment media categories. As both a publisher and advertiser, Scripps uses DX3 to solve a unique set of opportunities and challenges. When the platform started accumulating surprising data from its Paula Deen home cooking show, the Interactive team was able to expand its promotion to these new, receptive viewers, and packaged this insight to seek out new advertisers for its inventory. Takeaway: Without the unified intelligence made possible by a single-vendor integrated platform, marketers sacrifice the chance to discover non-obvious insights and incremental demand. What to Look for in Your Big Data Partner Before you write the RFP, before you start comparing feeds and speeds, step back and consider the qualities you want in a partner who will be so intimately tied to your business. That s what a Big Data vendor is a partner who is incredibly close to your customers. Transparency Simplicity Neutrality

6 6 Transparency Simplicity Neutrality There are two ways vendors can make money in marketing technology. They can exploit the appalling complexity of the landscape to hide the true cost of working with them. Or they can provide an honest accounting of costs and performance. Don t just ask the hard questions. Make your potential partner prove their answers. Digital marketing is complicated but advances in decision science have eroded the need for complexity. Find a partner with the breadth of capabilities that can reduce vendor proliferation. Your CFO will appreciate the lower total cost of ownership, and your team will be thrilled at how much wasted time and frustration you ve eliminated from their lives. Vendors come with a lot of agendas. Does the platform have to serve both publisher and brand interests at the same time? Does the vendor own the data it s trying to sell you? Pick a vendor the way you would pick a referee. Demand one whose goals are 100% aligned with yours. What It Takes to Make Big Data Deliver What does the ideal marketing platform have under the hood? Based on DataXu s experience, we believe it needs the following core capabilities in order to harness Big Data and deliver profitable customers and customer intelligence. Audience Management: Find profitable customers Effective platforms are those that can analyze large datasets from disparate sources and synthesize them into actionable segments. Marketers are ingesting data from their websites, ecommerce platforms, offline sales, third party providers and more. Without the ability to tap Data Management Platform (DMP) functionality, marketers will leave a lot of value on the Big Data table. Inventory Management: Decide where to communicate with them Marketers will never be able to become truly efficient if they have to rely on different vendors to find their customers on each of the screens they use during the course of a day. Look for a platform that can touch your customers across as many digital channels as possible. It will reduce the total cost to your marketing organization. Paging Dr. Hadoop If you ve spent any time looking at Big Data, you ve stumbled on the word Hadoop. Hadoop is an open source project that was initially developed to solve the data problems associated with indexing the Web for search engines. Hadoop can be applied to any problem involving large unstructured datasets like digital marketing. But enterprise IT analyst Dan Woods argues that CXOs should forget about the word for now: the question is not Should we use Hadoop? but What use should we make of data, big and small, and how am I going to be the leader in using data to help my business? x

7 Campaign Management: Execute that communication CMOs should look for platforms that are as good at discovering latent or incremental demand as they are at communicating with prospects predisposed to your brand. These Demand Side Platform (DSP) features should be easy to master, so that the CMO has the option of going self-serve, of taking the platform in-house. And the platform provider should have a service team that is responsive to their needs. Reporting and Insights: Understand the success of that communication Spitting out spreadsheets that must then be reconciled by in-house teams just won t scale in the age of Big Data. Expect a platform with reporting that is easy to understand and easy to work with, but also one with the sophistication to uncover insights that truly surprise you. Automation: Implement insights at the impression level Winning CMOs master Big Data faster than their competitors and for that, you need more than the passive reporting you get from most vendors. You need a platform that is able to use Big Data-driven customer intelligence while campaigns are in market, not after the fact. That means you need to demand a platform that has proven itself capable of making decisions and learning in real-time. We call that ability Active Analytics and it does not come easy. Be skeptical of vendors that claim it. Demand-Side Platforms For the uninitiated, a Demand-Side Platform or DSP is a technology that bids for digital media, impression by impression, in real time. This method of media buying is a replacement for the ad network arbitrage model (buy lower from publishers, sell higher to advertisers). First-generation platforms used rulesbased bidding. Newer platforms employ automated, algorithmic approaches that adjust bids in real time based on the performance of prior impressions. DSPs typically buy on ad exchanges which offer publisher inventory up for real-time bidding. 7 You Can Harness the Big Data Revolution The Big Data opportunity is large, but marketers should not underestimate what it takes to exploit it. In fact, McKinsey s research describes four levels of maturity in the enterprise s ability to profit from Big Data. 1. Digitizing and structuring the data 2. Making the data available 3. Applying basic analytics 4. Applying advanced analytics McKinsey elaborates on the fourth level automated algorithms and realtime data analysis that often can create radical new business insight and models...allow new levels of experimentation to develop optimal approaches to targeting customers. viii Most enterprises look at step four and are daunted: I ve spent millions on data collection and I have a huge team picking at it. But I can t get to the next level! With the right partner, the Big Data deluge can be channeled and harnessed. That partner can not only help you gain valuable insight into your best customers, it can help you find more of them, even as it reduces the total cost of ownership of your marketing programs. The right partner can Data Management DMPs are aggregators of data used by marketers to find customers and improve targeting. DMPs typically offer cookie pools organized into demographic, behavioral and psychographic segments. With the advent of Big Data and the ability to ingest 1st-party information including customer relationship management (CRM) data, these platforms have become increasingly important tools to help marketers organize customers and prospects.

8 8 Sources i shape_your_markets_next_big_winners ii iii iv v vi vii https://www.mckinseyquarterly.com/are_you_ready_for_the_era_of_big_data_2864 viii https://www.mckinseyquarterly.com/are_you_ready_for_the_era_of_big_data_2864 ix x your-ceo/2/

BIG DATA WITHOUT GETTING BURIED BY THE WAVE

BIG DATA WITHOUT GETTING BURIED BY THE WAVE HOW TO PROFIT FROM BIG DATA WITHOUT GETTING BURIED BY THE WAVE HOW TO PROFIT FROM BIG DATA WITHOUT GETTING BURIED BY THE WAVE If two companies use data with the same effectiveness but one can handle 15%

More information

Case Study: Closing The Loop

Case Study: Closing The Loop Case Study: Closing The Loop Connect digital marketing data and offline sales data to get true ROI with this cost-effective approach to Customer Intelligence. As digital marketing techniques and technologies

More information

A Comprehensive Data Management Platform Powers 360 Analytics. Centrally Analyze Audience, Campaign, and Performance Data

A Comprehensive Data Management Platform Powers 360 Analytics. Centrally Analyze Audience, Campaign, and Performance Data A Comprehensive Data Management Platform Powers 360 Analytics Centrally Analyze Audience, Campaign, and Performance Data 1 How can you analyze all of your disparate first-party and third-party audience,

More information

Beyond the Click : The B2B Marketer s Guide to Display Advertising

Beyond the Click : The B2B Marketer s Guide to Display Advertising Beyond the Click : The challenge In B2B marketing, the ultimate objective of any campaign is to generate the most qualified leads possible, convert these leads into new opportunities that fill the sales

More information

GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME.

GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME. GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME. 2 THE MARKET HAS CHANGED. DOES YOUR FIRM HAVE THE TOOLS TO KEEP UP? Person-to-person contact with

More information

White Paper. Transforming Big Data into Insight: Getting Past the Hyperbole

White Paper. Transforming Big Data into Insight: Getting Past the Hyperbole Transforming Big Data into Insight: Getting Past the Hyperbole Transforming Big Data into Insight: Getting Past the Hyperbole Introduction: Big Data, Roadmap to a Big Revenue Opportunity It doesn t matter

More information

Digital Media and Analytics

Digital Media and Analytics Digital Media and Analytics How to leverage a powerful new set of techniques for digital media buying and program measurement to drive business results CRM Drives Competitive Advantage We believe market

More information

5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK

5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK 5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK CUSTOMER JOURNEY Technology is radically transforming the customer journey. Today s customers are more empowered and connected

More information

VIEWABILITY ATA DSP ADEXCHANGE RTB. Cookie. Retargeting Look-alike IMPRESSION. Site Buys. SSP Behavioral targeting PROGRAMMATIC BUYING.

VIEWABILITY ATA DSP ADEXCHANGE RTB. Cookie. Retargeting Look-alike IMPRESSION. Site Buys. SSP Behavioral targeting PROGRAMMATIC BUYING. MP PROGRAMMATIC SSP Behavioral targeting Private Ad Exchange/Marketplace ATA Cookie FREQUENCY CAP Behavioral BUYING Targeting Retargeting Look-alike modeling DSP VIEWABILITY IMPRESSION ADEXCHANGE Site

More information

actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE

actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE Why read this paper? While advertisers spend more than ever before in digital, many of them lack the transparency and control

More information

The Data Management Platform Unleashed

The Data Management Platform Unleashed Accenture Interactive Point of View Series The Data Management Platform Unleashed From untapped potential to customer relevance at scale Like Lightning in a Bottle Are you getting full power from your

More information

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6 Table of Contents Interested in what marketing automation can do for your marketing and sales teams? Peruse through our CMO Toolkit to get information about the marketing automation capabilities that you

More information

SOLVING. MARKETERS cross-channel. digital conundrum. a strategic guide to real-time marketing IN ASSOCIATION WITH

SOLVING. MARKETERS cross-channel. digital conundrum. a strategic guide to real-time marketing IN ASSOCIATION WITH SOLVING MARKETERS cross-channel digital conundrum a strategic guide to real-time marketing IN ASSOCIATION WITH SOLVING MARKETERS CROSS-CHANNEL DIGITAL CONUNDRUM A strategic guide to real-time marketing

More information

Elevating Customer Analytics Initiatives and Building the Coveted Holistic Customer View

Elevating Customer Analytics Initiatives and Building the Coveted Holistic Customer View Research Brief Elevating Customer Analytics Initiatives and Building the Coveted Holistic Customer View November 2014 Written By: Christy Maver, Actian Key Takeaways 1. The evolution of Big Data and analytics

More information

The Key to Relentless Marketing...

The Key to Relentless Marketing... WHITE PAPER The Key to Relentless Marketing... Anticipate, Automate, Syndicate WHITE PAPER 1 Table of Contents Executive Summary 1 The Business Challenge: Effective Marketing in an Increasingly 1 Complex

More information

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that

More information

A Treasure Chest For CMOs To Open

A Treasure Chest For CMOs To Open Digital A CMO Advertising SOLUTION Insights: GUIDE A OCTOBER Treasure 2015 Chest For CMOs To Open Digital Advertising Insights: A Treasure Chest For CMOs To Open The CMO Club in partnership with SocialCode

More information

Paid Search Services

Paid Search Services Paid Search Services Results-driven, mathematical PPC Pay Per Click advertising is widely acknowledged as the most powerful form of direct marketing. Not only are you gaining access to people that want

More information

5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING

5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME. In the age of digital marketing, it can mean many, many things. Here are five best practices to help you

More information

Data Management Platforms will flourish in the data-centric economy. October 2015 TBR T EC H N O LO G Y B U S I N ES S R ES EAR C H, I N C.

Data Management Platforms will flourish in the data-centric economy. October 2015 TBR T EC H N O LO G Y B U S I N ES S R ES EAR C H, I N C. Data Management Platforms will flourish in the data-centric economy October 2015 TBR T EC H N O LO G Y B U S I N ES S R ES EAR C H, I N C. Contents Introduction... 3 Brands and enterprises will turn to

More information

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential

More information

[x+1] Completes Next-Generation POE; Its Origin Enterprise Data Management Platform for Automated, Big Data-Driven Marketing Optimization

[x+1] Completes Next-Generation POE; Its Origin Enterprise Data Management Platform for Automated, Big Data-Driven Marketing Optimization REVOLUTION CASE STUDY [x+1] Completes Next-Generation POE; Its Origin Enterprise Data Management Platform for Automated, Big Data-Driven Marketing Optimization Revolution R Enterprise Tapped for High-Performance,

More information

Syndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI

Syndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI Syndacast AdBoost Product Description and Features Find out how AdBoost can guide your business to higher ROI What is AdBoost? AdBoost is Syndacast s proprietary RTB Display Advertising solution AdBoost

More information

THE REAL WORLD OF REAL-TIME ADVERTISING

THE REAL WORLD OF REAL-TIME ADVERTISING 2014 THE REAL WORLD OF REAL-TIME ADVERTISING WHAT S INSIDE 2 INTRODUCTION 3 HOW ONLINE ADVERTISING USED TO WORK 3 INTRODUCING THE AD EXCHANGE 4 REAL-TIME BIDDING EXPLAINED 5 WHO WORKS WITH WHOM? 6 CONCLUSION

More information

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network 9 46456 9378 2478 2478 Retargeting on Facebook by the Numbers 2015 456 2 2478 46 27841 92 29 FACEBOOK BY THE 46 9378 34 8 RESEARCH REPORT NUMBERS 2015 Key findings on the trends and benefits of retargeting

More information

Digital Analytics Checkup:

Digital Analytics Checkup: Digital Analytics Checkup: How to evaluate the impact of your web analytics data A Digital Marketing Depot White Paper Executive Summary Marketing organizations are being inundated with a greater volume,

More information

Whitepaper: Data Management Platforms for Publishers. How can a DMP get you there

Whitepaper: Data Management Platforms for Publishers. How can a DMP get you there Whitepaper: Data Management Platforms for Publishers How can a DMP get you there Table of Contents Introduction............................. 4 What is a DMP and Why Does a Publisher Need One...... 5 How

More information

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising The Quantcast Display Play-By-Play Unlocking the Value of Display Advertising Introduction In 2013, businesses will spend nearly $18 billion on display advertising. Over the past few years, we've seen

More information

2013 Ad Solutions. Cross Channel Advertising. (800) 296-7104 sales@admedia.com Partnership Opportunities 1. (800) 296-7104 sales@admedia.

2013 Ad Solutions. Cross Channel Advertising. (800) 296-7104 sales@admedia.com Partnership Opportunities 1. (800) 296-7104 sales@admedia. 2013 Ad Solutions Cross Channel Advertising Partnership Opportunity Partnership Opportunities 1 WHO WE ARE AdMedia works with top agencies and brands to bring digital marketing solutions with our cross

More information

A PRACTICAL GUIDE TO MODERN MARKETING ANALYTICS

A PRACTICAL GUIDE TO MODERN MARKETING ANALYTICS A PRACTICAL GUIDE TO MODERN MARKETING ANALYTICS How marketing analytics becomes the next competitive weapon in building stronger customer relationships PUBLISHED BY US Headquarters StrongView Systems,

More information

Mobile Real-Time Bidding and Predictive

Mobile Real-Time Bidding and Predictive Mobile Real-Time Bidding and Predictive Targeting AdTheorent s Real-Time Learning Machine : An Intelligent Solution FOR Mobile Advertising Marketing and media companies must move beyond basic data analysis

More information

Integrated Social and Enterprise Data = Enhanced Analytics

Integrated Social and Enterprise Data = Enhanced Analytics ORACLE WHITE PAPER, DECEMBER 2013 THE VALUE OF SOCIAL DATA Integrated Social and Enterprise Data = Enhanced Analytics #SocData CONTENTS Executive Summary 3 The Value of Enterprise-Specific Social Data

More information

4 ecommerce challenges solved using analytics

4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics Contents ONE Customer Journey Attribution TWO Valuable Customer Marketing THREE User Flow Analysis (Registration

More information

MEASURE WHAT MATTERS MOST. A marketer s guide to improving outcomes by focusing on your best customers and the critical moments in their journey

MEASURE WHAT MATTERS MOST. A marketer s guide to improving outcomes by focusing on your best customers and the critical moments in their journey MEASURE WHAT MATTERS MOST A marketer s guide to improving outcomes by focusing on your best customers and the critical moments in their journey Introduction It s no secret that it takes many marketing

More information

actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap

actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap Why read this paper? We are inundated with online marketing

More information

Why Modern B2B Marketers Need Predictive Marketing

Why Modern B2B Marketers Need Predictive Marketing Why Modern B2B Marketers Need Predictive Marketing Sponsored by www.raabassociatesinc.com info@raabassociatesinc.com www.mintigo.com info@mintigo.com Introduction Marketers have used predictive modeling

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

Data, Analytics & Metrics: 7 Trends That Will Shape Marketing - and Business

Data, Analytics & Metrics: 7 Trends That Will Shape Marketing - and Business Data, Analytics & Metrics: 7 Trends That Will Shape Marketing - and Business By David Head, Marketshare Marketers have been using tools to collect data and make sense of it for decades, but in the last

More information

Leverage Customer Insights & Analytics

Leverage Customer Insights & Analytics Leverage Customer Insights & Analytics Display and Consumer Experience 2 3 Display advertising and consumer experience are usually not mentioned in the same breath 4 And that s wrong 5 Things used to be

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns

Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns @tkahlow @BOLoptimized Why Big Data? Why now? /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

More information

Continuous Customer Dialogues

Continuous Customer Dialogues Continuous Customer Dialogues STRATEGIES FOR GROWTH AND LOYALTY IN MULTI-CHANNEL CUSTOMER-ORIENTED ORGANIZATIONS whitepaper TABLE OF CONTENTS: PAGE Overview...3 The Continuous Customer Dialogue Vision...4

More information

BUILDING BRIDGES TO THE PROMISED LAND: Big Data, Attribution & Omni-Channel. A CMO Perspective. A Joint Study by The CMO Club and Visual IQ, Inc.

BUILDING BRIDGES TO THE PROMISED LAND: Big Data, Attribution & Omni-Channel. A CMO Perspective. A Joint Study by The CMO Club and Visual IQ, Inc. BUILDING BRIDGES TO THE PROMISED LAND: Big Data, Attribution & Omni-Channel A CMO Perspective A Joint Study by The CMO Club and Visual IQ, Inc. Driving Brilliant Cross Channel Performance TM TABLE OF CONTENTS

More information

Turning Big Data into a Big Opportunity

Turning Big Data into a Big Opportunity Customer-Centricity in a World of Data: Turning Big Data into a Big Opportunity Richard Maraschi Business Analytics Solutions Leader IBM Global Media & Entertainment Joe Wikert General Manager & Publisher

More information

B2C Marketing Automation Action Plan. 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation

B2C Marketing Automation Action Plan. 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation B2C Marketing Automation Action Plan 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation Introduction B2C marketing executives are increasingly becoming more

More information

At a recent industry conference, global

At a recent industry conference, global Harnessing Big Data to Improve Customer Service By Marty Tibbitts The goal is to apply analytics methods that move beyond customer satisfaction to nurturing customer loyalty by more deeply understanding

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

STOP USING THE WRONG DATA! A Guide to Better Understanding Your Customers with First-Party Identity Data

STOP USING THE WRONG DATA! A Guide to Better Understanding Your Customers with First-Party Identity Data STOP USING THE WRONG DATA! A Guide to Better Understanding Your Customers with First-Party Identity Data Worldwide data is growing at 40% per year. Over the past several years, consumers have shared more

More information

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network 9 46456 9378 2478 2478 Retargeting on Facebook by the umbers 2015 456 2 2478 46 27841 92 29 FACEBOOK BY THE 46 9378 34 8 RESEARCH REPORT UMBERS 2015 Key findings on the trends and benefits of retargeting

More information

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Multichannel Marketing Solution Brief Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Executive summary

More information

White Paper. Real-time Customer Engagement and Big Data are Changing Marketing

White Paper. Real-time Customer Engagement and Big Data are Changing Marketing Real-time Customer Engagement and Big Data are Changing Marketing Real-time Customer Engagement and Big Data are Changing Marketing Marketing is rapidly approaching to what marketers have often dreamed

More information

A New Foundation For Customer Management

A New Foundation For Customer Management The Customer Data Platform: A New Foundation For Customer Management 730 Yale Avenue Swarthmore, PA 19081 info@raabassociatesinc.com The Marketing Technology Treadmill Marketing automation. Inbound marketing.

More information

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

Social Business Intelligence For Retail Industry

Social Business Intelligence For Retail Industry Actionable Social Intelligence SOCIAL BUSINESS INTELLIGENCE FOR RETAIL INDUSTRY Leverage Voice of Customers, Competitors, and Competitor s Customers to Drive ROI Abstract Conversations on social media

More information

Choosing a Multi-Attribution Analytics Solution

Choosing a Multi-Attribution Analytics Solution Choosing a Multi-Attribution Analytics Solution Page 1 of 10 Published by Convertro Inc 1453 Third Street Promenade Suite 370 Santa Monica, CA 90401 Main: (800) 797-0176 Fax: (888) 308-9896 Copyright 2011

More information

Future-proofing Your Business with Open Marketing. By David Mennie, Senior Director, Product Marketing, Acquia

Future-proofing Your Business with Open Marketing. By David Mennie, Senior Director, Product Marketing, Acquia Future-proofing Your Business with Open Marketing By David Mennie, Senior Director, Product Marketing, Acquia Table of Contents Marketing the Open Way 3 The Rise of the Technical Marketer 4 What Is Open

More information

Optimize Omnichannel Engagement With Actionable Consumer Insights

Optimize Omnichannel Engagement With Actionable Consumer Insights Industry Study & Analysis by Exclusive Sponsor Table of Contents Introduction...3 Executive Summary...4 I.) Data, Predictive Analytics & Omnichannel Strategies...9 II.) Touch Points & Customer Identifiers...16

More information

Data Driven Marketing

Data Driven Marketing Data Driven Marketing B2B MARKETING AUTOMATION BENCHMARKS FIND. NURTURE. CONVERT. The most challenging obstacles to B2B Marketing Automation success and how marketers will overcome them in the year ahead.

More information

Elevate Customer Experience and Engagement in the New Digital World

Elevate Customer Experience and Engagement in the New Digital World Elevate Customer Experience and Engagement in the New Digital World John Chan CRM Solutions Lead, Microsoft Business Solutions Microsoft Asia Customer buying behavior has fundamentally changed therefore,

More information

Empowering the Digital Marketer With Big Data Visualization

Empowering the Digital Marketer With Big Data Visualization Conclusions Paper Empowering the Digital Marketer With Big Data Visualization Insights from the DMA Annual Conference Preview Webinar Series Big Digital Data, Visualization and Answering the Question:

More information

Best practices to optimize CPG digital targeting

Best practices to optimize CPG digital targeting Best practices to optimize CPG digital targeting Digital targeting has evolved That was then Until recently, digital marketing tactics have largely focused on scale and placement: advertisers served content

More information

AdTheorent s. The Intelligent Solution for Real-time Predictive Technology in Mobile Advertising. The Intelligent Impression TM

AdTheorent s. The Intelligent Solution for Real-time Predictive Technology in Mobile Advertising. The Intelligent Impression TM AdTheorent s Real-Time Learning Machine (RTLM) The Intelligent Solution for Real-time Predictive Technology in Mobile Advertising Worldwide mobile advertising revenue is forecast to reach $11.4 billion

More information

Programmatic Display The Essential Guide

Programmatic Display The Essential Guide 0 The Essential Guide 2015 Net Net Media Planet Ltd. Ltd. All All Rights Reserved. 1 Executive Summary Delivering the right advert to the right consumer at the right time is the key goal for advertisers.

More information

Webtrends for Retail

Webtrends for Retail Webtrends for Retail Revolutionize Your Customers End-To-End Experiences Across Digital Channels solution brief JAN 2013 2013 Webtrends, Inc. www.webtrends.com. Webtrends for Retail Revolutionize Your

More information

How to Grow Revenue & Thrive In. Flash Sales

How to Grow Revenue & Thrive In. Flash Sales How to Grow Revenue & Thrive In Flash Sales Flash Sales Performance Marketing Survival Guide Contents Introduction 3 Chapter 1 : Flash Sale Campaigns Targeting Each Sale to Old CRM Data is Ineffective

More information

Cautionary Statement Regarding Forward-Looking Statements

Cautionary Statement Regarding Forward-Looking Statements Oracle Buys BlueKai Extends the World s Largest Marketing Cloud with the Leading Data Management Platform to Personalize Marketing Programs and Customer Experience Oracle is currently reviewing the existing

More information

Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To

Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To IN PARTNERSHIP WITH Analytics and the Speed Advantage Introduction Three recent workplace trends the growth of the mobile revolution, the emergence

More information

Enterprise Marketing Management (EMM)

Enterprise Marketing Management (EMM) IBM Software Thought Leadership White Paper Enterprise Marketing Management Today s empowered customer puts marketing to the test Enterprise Marketing Management empowers marketers 2 Contents 2 Businesses

More information

ijento WhitePaper What Marketers Need to Know NOW About Big Data

ijento WhitePaper What Marketers Need to Know NOW About Big Data ijento WhitePaper What Marketers Need to Know NOW About Big Data Clearly Big Data is one of 2013 s biggest topics. But what s it all about, and what does it mean for marketers? If you asked 20 marketers

More information

actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2

actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2 actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2 Why read this paper? The Big Data explosion has had a major fallout component: how do I track and measure all this data

More information

Data Ownership Overview: Using omni-channel data to connect one-on-one with customers

Data Ownership Overview: Using omni-channel data to connect one-on-one with customers : Using omni-channel data to connect one-on-one with customers Purpose This overview of data ownership provides key insights for marketing practitioners and executives. Those serving and interacting with

More information

LEVERAGING DATA FOR BETTER BRAND MARKETING

LEVERAGING DATA FOR BETTER BRAND MARKETING LEVERAGING DATA FOR BETTER BRAND MARKETING INTRODUCTION It s no secret that brand marketers have been slow to adopt digital advertising. Until recently, they ve had to rely on broad-sweeping audience buys

More information

4How Marketing Leaders Can Take Control of Data for Better

4How Marketing Leaders Can Take Control of Data for Better Steps to Achieve Better Marketing Results 4How Marketing Leaders Can Take Control of Data for Better Marketing Performance and Customer Interactions As a marketing leader, you rely heavily on data to inform

More information

Five Questions to Ask Your Mobile Ad Platform Provider. Whitepaper

Five Questions to Ask Your Mobile Ad Platform Provider. Whitepaper June 2014 Whitepaper Five Questions to Ask Your Mobile Ad Platform Provider Use this easy, fool-proof method to evaluate whether your mobile ad platform provider s targeting and measurement are capable

More information

Driving Better Marketing Results with Big Data and Analytics David Corrigan, IBM, Director of Product Marketing

Driving Better Marketing Results with Big Data and Analytics David Corrigan, IBM, Director of Product Marketing Driving Better Marketing Results with Big Data and Analytics David Corrigan, IBM, Director of Product Marketing Optimizing Marketing with Big Data and Analytics Leverage Social Media Datacentric Marketing

More information

Minimising Wastage and Optimising ROI in Digital Advertising: a CMO Study

Minimising Wastage and Optimising ROI in Digital Advertising: a CMO Study Minimising Wastage and Optimising ROI in Digital Advertising: a CMO Study Written by Michael Greene Director of Research, AudienceScience Global digital advertising is now a $117 billion industry i, but

More information

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Lynn Brunner Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions,

More information

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape A Digital Marketing Depot Whitepaper Introduction: The mobile advertising opportunity Smartphone ubiquity

More information

Three powerful analytics use cases for Customer Link. How linked data powers smarter analytics and better predictive models

Three powerful analytics use cases for Customer Link. How linked data powers smarter analytics and better predictive models Three powerful analytics use cases for Customer Link 1 How linked data powers smarter analytics and better predictive models 0123 4567 8901 2345 The power of linked data When it comes to adopting new tech

More information

The Mobile Data Management Platform. Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting

The Mobile Data Management Platform. Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting The Mobile Data Management Platform Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting 1 Introduction As users spend more time engaging with media on mobile devices, brands

More information

PlayTime Media is the Best Way to Deliver Your Brand Message

PlayTime Media is the Best Way to Deliver Your Brand Message PlayTime Media is the Best Way to Deliver Your Brand Message As a brand marketer, you know that the sight, sound and motion of video make it the best medium to persuade and connect with an audience. Yet

More information

68% Adobe is reinventing display retargeting. Adobe Systems Incorporated

68% Adobe is reinventing display retargeting. Adobe Systems Incorporated Adobe is reinventing display retargeting. Industry leader in creative and marketing software converts trial customers into Adobe Creative Cloud members 68% more efficiently using rich audience profiles

More information

Choosing an. Attribution Solution

Choosing an. Attribution Solution Choosing an 1 Attribution Solution a short guide Introduction Online marketing has grown at a fast clip over the years. Recently, however, measurability has led marketers to question the efficiency of

More information

The Missing Piece of Marketing Automation: Your Phone. What matters most is the strategy and skill with which you use it.

The Missing Piece of Marketing Automation: Your Phone. What matters most is the strategy and skill with which you use it. The Missing Piece of Marketing Automation: Your Phone What matters most is the strategy and skill with which you use it. It s an ambition for businesses all over the globe: discover a way to market your

More information

Connecting the Dots. Marketing technology adoption in Australia. Better Connections. Better Results.

Connecting the Dots. Marketing technology adoption in Australia. Better Connections. Better Results. Marketing technology adoption in Australia Better Connections. Better Results. An Acxiom White Paper Connecting the Dots Marketing technology adoption in Australia von Adressbeständen Acxiom ANZ recently

More information

Datalogix. Using IBM Netezza data warehouse appliances to drive online sales with offline data. Overview. IBM Software Information Management

Datalogix. Using IBM Netezza data warehouse appliances to drive online sales with offline data. Overview. IBM Software Information Management Datalogix Using IBM Netezza data warehouse appliances to drive online sales with offline data Overview The need Infrastructure could not support the growing online data volumes and analysis required The

More information

Advanced Retargeting Balancing the art and science of online sales conversions

Advanced Retargeting Balancing the art and science of online sales conversions Contents Intro...2 Multi-Network Solution Advantages...3 The Dynamics of Dynamic Messaging...4 Relationship Building...6 Increasing Engagement...6 Measuring Attribution Beyond Clicks...8 Optimization -

More information

!!!!! BIG DATA IN A DAY!

!!!!! BIG DATA IN A DAY! BIG DATA IN A DAY December 2, 2013 Underwritten by Copyright 2013 The Big Data Group, LLC. All Rights Reserved. All trademarks and registered trademarks are the property of their respective holders. EXECUTIVE

More information

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from

More information

DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING

DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING About the author: Cheryl Morris is Director of Marketing at Nanigans, a venture backed technology company driving the next evolution in media buying with

More information

For example: Standard Banners: Images displayed alongside, above or below content on a webpage.

For example: Standard Banners: Images displayed alongside, above or below content on a webpage. What is display advertising? The term display advertising refers to banner ads displayed on web pages. Over time, banner ads evolved from very simple basic text to include more engaging content and format

More information

> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant?

> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant? FAQ - TV SYNCED ADS > How it works The reason for syncing ads from TV to digital is simple. More and more people turn their attention away from the TV screen during the ad break. They login to check their

More information

Leveraging Big Social Data

Leveraging Big Social Data Leveraging Big Social Data Leveraging Big Social Data New ways of processing and analyzing Big Data have led to innovations across many industries from software that can diagnose Parkinson s to earthquake

More information

B2B Display Advertising : Find, Nurture, and Harvest

B2B Display Advertising : Find, Nurture, and Harvest B2B Display Advertising : Find, Nurture, and Harvest Find, Nurture Harvest with B2B Display Ads 1 21st Century Most people don t realize just how deeply Internet technology has disrupted the traditional

More information

DATA BROUGHT TO YOU BY

DATA BROUGHT TO YOU BY DATA BROUGHT TO YOU BY WHY BEING CUSTOMER-CENTRIC MEANS BEING DATA-DRIVEN A CROSS-CHANNEL ANALYSIS OF HOW MULTI-TOUCH ATTRIBUTION CHALLENGES CATEGORY MARKETING NORMS. Changing habits and the rapid rise

More information

Business white paper. The road to strategic website design The Optimost Web Optimization Maturity Model

Business white paper. The road to strategic website design The Optimost Web Optimization Maturity Model Business white paper The road to strategic website design The Optimost Web Optimization Maturity Model Digital marketers spend large sums attracting website traffic. Much of that investment is wasted.

More information