Technology & Data
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Technology & Data
Technology & Data
Written by Daniel Newman | Posted on August 18th 2014
For the past 20+ years, there may have been no two positions in an organization more disconnected than marketing and technology. Today that is all different. Now the two are working together every day as the tools and applications that drive marketing are being found in the cloud, on mobile devices and in pockets of an organization where the IT department has little to no awareness of their use.
Written by Gavin Heaton | Posted on August 15th 2014
I have never been a fan of demographic profiling. Sure, this information, at scale, can reveal certain things about a population – and this can be useful to understand whether there might be a connection between our age and (for example) our propensity to over-eat. Or contract disease. Or buy new cars every four years. But populations don’t interest me. They feel like a dead weight around my sense of, and interest in, humanity. Instead, I prefer audiences.
Written by Adi Gaskell | Posted on August 12th 2014
I wrote recently about the importance of doctors having an understanding of the sources of information people turn to when researching their condition, and of course the knowledge they gain from that research. Whilst this is obviously important in understanding the positive aspects of online research, it carries even more importance when understanding the spread of misinformation.
Protecting Your Brand: Privacy, Risk and Compliance
September 30th 2014
The days of social media use safely isolated in the marketing department are over. Now employees across your whole organization, locally and globally, use it not only for business purposes but also for personal reasons. This shift brings endless possibilities to improve your brand, cultivate consumer relationships, and learn new customer insights. The opportunities are too important to disregard, but the risks that come with them must be managed.
Leveraging Social Data for Customer Insights
December 10th 2013
Social data contains information about customer experience, preferences, and trends that are unavailable through traditional market research. The opportunities for brands to use this data to enhance customer experience are both endless and overwhelming.
Making Predictive Analytics Productive: Are You Learning from Social Data?
November 5th 2013
Thanks to improved measurement tools, it is now standard among social strategists to present hard data on ROI and build strategies backed by statistics and charts - a far cry from the early years of social media. But while this data makes for great PowerPoints, concerns remain that numbers don't tell the whole story. What does "reach" really mean? Can influencers really be ranked on a single numerical spectrum? Enter predictive analytics: Advocates suggest that simply pulling numbers from Big Data tools isn't enough - you need to match the data to the story that you are trying to tell, and liberate information from what Wes Nichols calls "swim lanes". Each piece of an organization has a different picture of the data, and only combined do they provide meaningful lessons.
Conducting Social Media Analysis
Learn how to conduct more successful analysis from six (6) industry leading experts and an industry survey on the current practices and challenges faced by voice of the customer and research industry.