- pause slideshow
Marketers need to get to grips with marketing automation or risk becoming an endangered species.
Head of viewer relationship management, Channel 4.
Brands are taking full advantage of CRM as a central hub of knowledge, using it to analyse behaviour and get that all important feedback.
Marketers must mix the science of automation with the art of creativity for success in 2014.
The Data Professional of the Year talks about data security and quality, choosing the right tech and how she won her award.
As the holy grail of data-driven marketing the single customer view is not easy to achieve, but with many brands having now invested in building one, are they seeing any returns?
Will the resurgence in location-based marketing technology such as beacons and wearable gadgets make the tactic more effective? Morag Cuddeford-Jones finds out.
Consumers are growing wary about sharing their data, so what should brands tell them about data use, and how much do people want to know?
In their quest for greater efficiency, brands are uncovering a wealth of information they didn’t know they possessed.
”I’ve got about 24 per cent of football betting customers at the moment in the UK who use both the exchange and the sports book. That alone says I need to take care that I understand that customer holistically.”
Data analysis is now a vital business function but deciding whether to do it in-house of externally is a dilemma facing many marketers.
As the digital world evolves, brands will gain more in-depth customer data from their loyalty schemes. Using that information wisely will build strong relationships between brand and consumer.
Charlie Mortimer, head of new ventures at DMG Media, talks about his role, and the ups and downs of setting up his current project, OnTrees, which will enable users to see all their finances on one site and help them make betters decisions and save money.
’When you are working on insight and data and CRM, it is important to be able to understand numbers, but in my opinion there is much more than that’
Marketers have a range of targeting tools at their disposal, but while these techniques offer great potential there’s a risk of reputation damage unless they are employed with caution.
Morag Cuddeford-Jones asks whether brands are deploying data effectively enough to realise the full potential of their online ad buying.
Data Opinions: sponsored content
No-one would argue today that data isn’t one of the main tools of the modern marketer. Many marketers will not be data experts, though, and all have scope to improve their knowledge, which is where these essays can help.
Sociomantic’s Gavin Wilson tackles the challenge of how to make sense of data in order to achieve an actionable perspective of your customers.
Getting the right message to the right person at the right time is becoming a reality, which R-cubed’s Daniel Guest says is just as well because for many the right time means right now.
A clash of cultures is emerging in British marketing, but creative and data-focused people can help each other improve, says SAS’s Charles Randall
Despite the explosion of social media, email remains the preferred marketing tool but the data needs to be managed properly as a business asset to get high response rates, says Experian’s David Struth.
A backlash against ‘big data’ has led to questions about whether it is overrated, but Bright North’s Rob Hick believes it does offer opportunities.
Turn’s Pierre Naggar explains why it is crucial for marketers to surround themselves with internal and external partners that facilitate the integration of data across their business.
Data Strategy Awards Judges
RBS marketer Philip Sheehy on marrying external data sources to owned data.
Head of global insight for Just Eat Paul Cook on how data can drive customer engagement.
Payment firm developing customer relationship tool for sports and leisure brands.
Domino’s ties with Sky, Weve and 4oD to let customers move seamlessly across all retail environments.
Camelot insight chief thinks changes in customer attitude rule out a 360 degree view.
Consumers are increasingly blocking mobile tracking, potentially leading to skewed data.
The battle for marketing success will be just as intense as the battle on the pitch.
Report shows UK retailers are digital laggards but even the US isn’t linking up inventory data.
When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.
In a world of connected commerce more brands are working with rivals.
Financial services marketers discuss how to keep up with the digital transformation of the industry without alienating existing clients.
Predictions suggest that up to 75 per cent of display advertising will be bought with programmatic technology by 2017, so here is Marketing Week’s guide to this growing discipline.
Simon Miles, digital director, Coca-Cola Enterprises.
Brands are learning that social media requires a content plan and nimble processes to take advantage of the constantly changing platforms.