WHY IT MATTERS: Digital Transformation

In our in-depth playbook, we cover everything you need to know about:
The benefits of a Customer Data Platform;
Getting started with tried-and-true use cases;
Building a team with the right skillsets for any size organization;
Securing buy-in from executives across the company;
Measuring the ROI of CDPs to prove value to different stakeholders

20 years ago Apple seized music, and turned it into a lever for its broader business. It failed to do the same to TV, and lost control of music, but won massively in games, where it now makes more money than the entire global digital music industry. Now, perhaps, it’s looking at advertising.

Looking for a data visualisation tool or SEO report templates? Grab these FREE Data Studio Templates to speed up your reporting (and more).

Here are three analytics resolutions all marketers should make in 2020 if they want to create a competitive advantage for their company.

Use the 2019 Gartner Hype Cycle for Digital Marketing and Advertising to prioritize your marketing technology investments.

The number of marketing technologies available to businesses has soared in the last five years – from about 150 in 2011 to over 3,800 in 2016, according to ChiefMarTech.com. And a study by eConsultancy and Tealium found that businesses use on average more than 20 marketing technology vendors to deliver their campaigns and customer experiences. This rapid expansion of the MarTech space has created significant challenges for marketing, technology, and management teams alike making it difficult to build cohesive, end-to-end customer experiences because of gaps between marketing technologies, the data they leverage, and how they are implemented. This paper provides an overview of the four core problems businesses are facing with data due to the proliferation of marketing technology, and how adopting a Universal Data Hub (UDH) solves these problems. 

The technology to unlock the value of personalization at scale is readily available, and you may be surprised how much of it you already have in place. You don’t need to tackle everything at once. Develop a road map with regular stage gates to evaluate platform progress based on the trade-off between value at stake and ease of implementation. Identify and prioritize quick wins that make it easy for the organization to continue funding the transformation.

Personalization is a crucial weapon in the marketer’s arsenal to achieve that goal. That’s how businesses can deliver tailored recommendations, content, offers, and experiences, across all channels and devices, along the entire customer journey. Personalization at scale has the potential to create $1.7 trillion to $3 trillion in new value (Exhibit 1). Capturing this value will require mastering the technologies and addressing the organizational disconnects—all while forging trust with customers and protecting their data.

From the Data Deniers to the Data Forward, your organization is on this chart. The marketing race will go to the most data-enriched organizations. Time for a look in the mirror. There are some who can read well enough to navigate a cookbook. Some can write a lengthy treatise on a complex subject. Some can... Read More

Benchmark your email open and clickthrough rates with your statistics using our compilaton of the the 5 best email statistics sources

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.

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.

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.

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.

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.

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…