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Home Archives for Technology Marketing Technology Data / Analytics

In Data We Trust

November 17, 2015 By Jonathan Jeter Leave a Comment

data-lenovoAfternoon Keynote
In Data We Trust
Ajit Sivadasan, VP/GM Global eCommerce, Lenovo

Icebreaker: How you hold your drink reveals your personality.

2009 study established 8 personality types based on how you hold your drink in a bar.

How Lenovo Transformed their brand

Key Questions

  1. What is driving change?
  2. What are the new rules?
  3. How do we leverage the new model?

Macro Change Agents

Read the rest of In Data We Trust

  1. Online traffic is accelerating
    1. 560% growth in adoption since 2000
    2. Moving to massively online platforms
      • Khan Academy
      • Code Academy
  2. Social / Digital driving the network effect
    • Social media reaches 82% of the world and uses 19% of total time spent online
  3. Marketing Model has changed
  4. Data is creating opportunities
    • By 2020, the digital universe will grow by a factor of 300
    • From now until 2020, the digital universe will double every two years

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Filed Under: Data / Analytics Tagged With: Clickz, ClickZ Live Chicago 2015, conference notes, Customer Behavior, czlchi, different groups, Digital marketing, marketing technology, new model, real time, Social Media

Harnessing the Power of Intent Data and Predictive Analytics

November 17, 2015 By Jonathan Jeter Leave a Comment

Harnessing the Power of Intent Data and Predictive Analytics
Michael Mire, SweetIQ

Local search is the ultimate indicator of intent.

  • We’re doing it all the time. (4 in 5 consumers use search engines to find local information.)
  • We’re doing it more and more. (Google search interest in “near me” has increased 34x since 2011.)

We’re on our way to online to offline (O2O) direct attribution.

  • geo targeting / geo fencing
  • beacons
  • redemption / purchase in a store

Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.

  • estimote (beacons)
  • RetailNext (wifi analytics)
  • xAd
  • Placed
  • NinthDecimal
  • NOMi

You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.

Read the rest of Harnessing the Power of Intent Data and Predictive Analytics

Build an O2O attribution funnel / model.

  • Impressions – number of times your stores appeared in local search

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Filed Under: Data / Analytics Tagged With: attribution model, case study, click throughs, ClickZ Live Chicago 2015, conference notes, czlchi, google search, local information, local search, Search Engine, Search engine optimization, Search engines, Web search engine

Ultimate Engagement: Data Driven Email Tactics

November 17, 2015 By Jonathan Jeter Leave a Comment

email-marketingUltimate Engagement: Data Driven Email Tactics
by Jed Williams, Vendasta

We can leverage data to…

  1. Pinpoint businesses when they are “Ready to Buy”
  2. Contact them as close as possible to that moment
  3. Offer pertinent solutions at the right price and service model.
  4. Manage pipelines more effectively; Improve sales efficiency

Marketing Automatcion

  • actual business data
  • targeted email campaigns
  • evergreen marketing
  • real-time tracking

Marketing Automation Struggles

  • 70% of marketers are unhappy with their current marketing automation platform

Know your stakeholders

  • sales manager
    • needs: pipeline management & robust analytics
      • lead tracking & performance
      • easily provision, sell, fulfill
      • marketing after the sale
  • sales rep
    • needs: smart, persistent campaigns & real-time alerts
  • Business owner
    • needs: vendor declutter, education, fulfillment
      • prescriptive content
      • targeted solutions
      • agency of record

Reputation & Presence Data = Foundational

Read the rest of Ultimate Engagement: Data Driven Email Tactics

  • reviews
  • searchable

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Filed Under: Data / Analytics, Email Marketing Tagged With: Big Data, conference notes, Conversion rate, conversion rates, czlchi, Marketing automation, Social Media

People Data and the Future of Marketing – ClickZ Live Chicago 2015

November 17, 2015 By Jonathan Jeter Leave a Comment

People DataMy notes on People Data and Its Impact on Marketing
by Shawn O’Neal, Unilever

Economies of scale = competitive advantage

The space we are in today (data & analytics and what it does for marketing) is game changing.

Economies of scale – large amounts of market share & purchasing power to leverage costs

started 250 years ago – spinning
Jenny (created sweatshops)

1950’s to 1980’s economies of scale was still the big thing, but then something change.

Disruption – Google, amazon.com, uber, airbnb – scale isn’t made of pure assets any more.

Big problem for companies isn’t other big players, it’s the little guys.

What are the implications for Competitive Advantage?

What is People Data?

  • The Data itself – both social and individual
  • Everyday analytics
  • Everything that enables us to harness it for use

Big data has always been around. It’s just using data effectively.

Read the rest of People Data and the Future of Marketing – ClickZ Live Chicago 2015

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Filed Under: Data / Analytics, Internet Marketing, Marketing Technology Tagged With: Big Data, big thing, large amounts, new technologies, real time

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