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WHY IT MATTERS: Digital Transformation
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Curated by
Farid Mheir
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From
funnel
What would the impact be on your business if you could improve the effectiveness of your advertising by 25%? This document outlines the different parts of a good advertising setup and provides advice on best practices.
Farid Mheir's insight:
WHY IT MATTERS: few marketing units measure the success of their advertising campaigns. This article describes what it takes to do so. 
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From
funnel
Next time you meet a marketer, ask them (or ask yourself if you have a marketing budget) the following question: As of today, what percent of your marketing budget have you spent so far this month and is your overall spend tracking above or below budget? More often than not you don’t get a straight answer. Because they do not know. The spend for different marketing channels is typically tracked in different tools or in different siloed reports. Nowhere is it added up every day.
Farid Mheir's insight:
WHY IT MATTERS: I see it in most organizations: marketing team is overwhelmed with data but very few manage to provide simple reporting to show how good (or bad) their efforts are. It should in fact be simple to produce the table highlighted here but it is not.
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From
ico
Information Commissioner Elizabeth Denham has today (11 July) published a detailed update of her office’s investigation into the use of data analytics in political campaigns.
Farid Mheir's insight:
WHY IT MATTERS: read this very detailed report that explains how political parties have used the Facebook data to create personalized messages and influence the election that led to the Brexit. Fascinating. Also read my posts on the data you leave behind - the data exhaust - that enables the creation of your digital twin: http://fmcs.digital/blog/digital-twin
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From
ico
In May 2017 the Information Commissioner announced a formal investigation into the use of data analytics for political purposes. The investigation is one of the largest of its kind and is ongoing. This page will be updated as and when developments arise.
Farid Mheir's insight:
WHY IT MATTERS: this report from the ICO data privacy organization in the UK explains in their recent report how political parties and companies use your private data to create a digital twin profile to then target you during your Internet journeys with micro-targeted messages. Also read my post on the digital twin concept: http://fmcs.digital/blog/digital-twin
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From
hbr
The diminishing effectiveness of conventional advertising and the rise of social media have led more and more brands to embrace content marketing. More and more companies are seeing themselves not just as advertisers, but as publishers, launching digital newsrooms, podcasts, and other forms of branded content in order keep their brands, perspectives, and value propositions in front of customers.
Farid Mheir's insight:
I wrote about this in the past numerous times and it is great to see HBR and others recognize this important trend: companies are sitting on huge amounts of information they can use to extract meaningful information and share it with their clients and employees to attract and retain them.
For example, look at jawbone and how they do it
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The customer journey could essentially be divided into 7 elements. We’ll touch upon the issue of ‘Privacy’ and how one balance social and commercial value. P…
Farid Mheir's insight:
A presentation of case studies in data analysis for Marketing, it also presents some very useful enterprise data science insights that can be leveraged when preparing a corporate data strategy. Also presents some interesting data points and use case priorization. WHY THIS IS IMPORTANT All corporations dream of leveraging data in real-time but the reality of legacy computer systems, lack of expertise with new tools and technologies, and a considerable amount of hype very often makes data strategies overblown and unrealistic. At this point in time it appears that the best course of action is to capture a target vision and identify numerous small initiatives to get your feet wet and run up the maturity scale. Stay away from large all-encompassing plans that require boiling the ocean (of data)!
Zac Ong's curator insight,
November 17, 2015 8:53 PM
A presentation of case studies in data analysis for Marketing, it also presents some very useful enterprise data science insights that can be leveraged when preparing a corporate data strategy. Also presents some interesting data points and use case priorization. WHY THIS IS IMPORTANT All corporations dream of leveraging data in real-time but the reality of legacy computer systems, lack of expertise with new tools and technologies, and a considerable amount of hype very often makes data strategies overblown and unrealistic. At this point in time it appears that the best course of action is to capture a target vision and identify numerous small initiatives to get your feet wet and run up the maturity scale. Stay away from large all-encompassing plans that require boiling the ocean (of data)! |
Curated by Farid Mheir
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WHY IT MATTERS: Google data studio is a very simple and useful tool to consolidate and display data from websites, ecommerce, social and other digital activities. Great for marketing but anyone with interested in showing how good (or bad) their digital activities are. Moreover the results can be viewed online or emailed as PDF!