WHY IT MATTERS: Digital Transformation

WHY IT MATTERS: I like the way RSG bundles solutions in categories that make sense and often are unique in the research landscape (as opposed say to gartner and forrester). Yet their analysis, and this post, highlight that the world of Customer Data Platforms - CDPs - remains confusing at best. 

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!

WHY IT MATTERS: this is one of the most important topic in marketing these days, one based on analytics, data, and the proper integration of an often large number of tools and solutions from multiple vendors and technologies. In a nutshell, a very complex solution to design and implement and, as this article explain, a concept that often is not well understood by even those marketers that are in charge of reporting on attribution. So read this to get started.

WHY IT MATTERS: this report presents some interesting use case where AI and Big Data are leveraged to automate and extend marketing capabilities for well known retailers and manufacturers.

WHY IT MATTERS: it is true that analysis of marketing data is difficult and often requires advanced technical skills to string together the tools required to make sense of data. Interesting diagrams and explanations here.

WHY IT MATTERS: few marketing units measure the success of their advertising campaigns. This article describes what it takes to do so.

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. 

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 

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 

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

• http://fmcs.digital/blog/what-one-million-people-sleep-patterns-tell-us/ 
• http://fmcs.digital/blog/proof-sleep-happiness-jawbone-analyzes-56m/
• http://fmcs.digital/blog/bedtime-stories-learning-from-sleep-data-from/ 
• http://fmcs.digital/blog/how-did-the-napa-earthquake-affect-sleep/ 

As they say, this solution is both brilliant and scary. It speaks to the power of using mobile phones, geolocation and big data.

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)!