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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.
The growing importance of data is being accused of stifling creativity, as more decisions are made on the basis of numbers and insight rather than allowing original ideas to flow freely.
With collection of in-car telematics data already underway, the emerging ‘black box’ technology promises to deliver rich real-time information on consumer location, behaviour and product usage.
Derren Maggs, managing director of betting odds comparison website Oddschecker, has adopted up-to-the-minute price changing technology that has taken all the anxiety out of the Grand National weekend.
Romain Bertrand, head of marketing at JustGiving, talks to Michael Barnett about the psychology of generosity and how the growth of data is changing the way the organisation communicates with consumers.
Brands need more consistency in their data to achieve the single customer view they crave, and to target campaigns effectively across media channels and new platforms, such as targeted TV.
Businesses of all shapes and sizes are starting to harness the power of data in real time to drive competitive advantage – meeting the increasing expectations of much of the UK population.
ITV shares insight on how audiences interact with ads as it looks to boost effectiveness of advertising across its portfolio.
Twitter creates Transparency Report site to highlight how government requests for user data can have ‘serious chilling effect on free expression’.
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.
Mondelez switches loyalty scheme from ‘collect-to-get’ to ‘collect-to-give’ to make the brand’s ethical stance more tangible.
Acquisition of Sociomantic by Tesco subsidiary Dunnhumby will ‘dramatically’ improve advertising planning and personalisation.
Marketers need to gain a social conscience’ in the digital age, warns Martin Riley.
My own brush with a Vodafone sales centre shows the perils of using third-party leads.
Sixty per cent of marketers think multiculturalism isn’t important. They’re wrong.
All the Government’s measures focus on more enforcement, yet resources are scarce.
Markey says he will look to bring a ‘fresh perspective’ to the Post Office’s marketing.
When it comes to senior level marketers there is good news at the top: 45 per cent of respondents say their companies have a marketing director in the boardroom. Click headline to read more.
Amanda Jobbins is FTSE 100 company Sage Group’s first CMO. She tells Lucy Handley how she brought marketing to the business and aims to make it a strategic part of the company.
Ollie Lloyd, Founder, Great British Chefs
Thousands of new alternatives to dotcom web addresses are starting to roll out across the internet. But how significant are they and are they worth the big expense for brand owners?
Video games have always boasted big audiences and been a proven draw and now brands are demonstrating they too can achieve interaction with clever in-game advertising.