2019 Trends in Data & Data Management for Marketers

Discovering the new answer to the age-old question of “How can I generate more sales at a lower cost” will be key for marketing managers to master in 2019. More than ever before, this year data will lead the way.

Without a doubt, the future of marketing is intimately connected with the future of Big Data. At this year’s CES (Consumer Electronics Show) it was noted that 2018 really was the culmination of a number of key tech breakthrough into the mass market (like AI and 5D), and observing how they will play out for business.

In 2019, tech and marketing experts say we’re moving from a focus on connecting people to the Data Age to a new phase, one in which the way consumers behave will determine the way we use technology to engage with them. For sure, being able to use the latest data advances to sell more products and services in 2019 is top-of-mind for smart B2C and B2B marketers everywhere. This article discusses some of the data trends you’ll want to be aware of – and begin to implement – during 2019. Continue reading “2019 Trends in Data & Data Management for Marketers”

Is your data working for you… or are YOU working for your data?

We live in the age where information and data analysis has become key to good business practice. The goal is simple: Gain understanding of precise attribution, in a timely fashion, to learn which marketing campaigns lead to higher conversions and lower acquisition costs.

What is true attribution?

True attribution is the holy grail for digital marketers. Many say it is the most pressing issue today.

Attribution ensures that you can learn from your data and every unique visitor’s content consumption pathway beginning at their first contact all the way through to conversion.

The usual outcome most marketers are mired in instead?

A virtual avalanche of data, much of which is incomplete, out of date and/or insignificant. Working through this overwhelming amount of data to find something clear and actionable can take weeks of valuable time better spent elsewhere.

Without full and “true attribution” marketers are at a loss on what … Continue reading

The New Transparency: Are You a Data ‘Have’ or ‘Have-Not’?

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent AdAge article, “THE NEW TRANSPARENCY: ARE YOU A DATA ‘HAVE’ OR ‘HAVE-NOT’?” by Julie Fleischer, Neustar.

Love the tone of this article, just a little cheeky. But she is right when she point out this stark reality:

“Let’s reflect for a moment on some of today’s biggest business stories:

  • Amazon has crushed retail
  • Uber and Lyft have changed the taxi game
  • Dollar Shave Club got acquired by Unilever for $1 billion
  • Facebook and Google dominate media

All these brands have one thing in common: they are the ‘haves,’ companies founded on and built by data. Those without a direct link to customer data? They are today’s brand ‘have-nots.’ “

The DirectiveGroup agency was founded 10 years ago to ride on – and … Continue reading

Full Digital Marketing Attribution and Choosing the Right MarTech Solution

Marketing Technology is just exploding these days. It is amazing to hear the statistic that on average, B2B companies with robust marketing groups use over 90 MarTech tools. Wow!

Marketing technology has the purpose of furthering the attainment of marketing goals. However, just as with many new tools and processes, there can be a subtle shift from reaching the goal that MarTech tool is designed to help with to fully and robustly using the MarTech tool. This is certainly true with tools that are designed to help a marketing manager make sense of the attribution data generated from digital marketing such that it can be actionable. So once a CMO or marketing leader has obtained these tools, he or she probably has some new problems.

This problem had originally cropped up because marketers had engaged in digital marketing, which held great promise to not only deliver results, but also to … Continue reading

Use Marketing AI to connect your channels, devices, platforms. No cookies, no ad fraud.

If you are an executive at a company that is looking to significantly improve the performance of your marketing programs, things could radically change for the better in a relatively short amount of time through new technology-based marketing tools that make use of Artificial Intelligence (AI). What’s more, our solution is cookie-free, it is not challenging to implement, it is not expensive, and it doesn’t take a long time to begin seeing results. Say what?

The basics: AI, or machine learning, uses powerful technology to sift through mountains of data to find patterns (learn) that are associated with specific outcomes, which – for many companies – are greater conversions. As a result of this learning, marketers and strategists can pare down and focus their efforts to deliver precise and specific digital content – at the right time in the right place in the sales process – that will lead to … Continue reading

3 Powerful Ways to Boost Your Marketing with Predictive Analytics

To stand out from the ever increasing competition in the market, businesses need to have an eye on the future. It is every marketers dream to be able to know their target market’s current and future needs. While tracking and addressing the current needs is rather easy, it is predicting the future that can seem bewildering. Fortunately businesses can now leverage big data and predictive analytics to correctly identify the likelihood of future outcomes. No more guessing games. Your business can get the best assessment of what will happen in the future and use this knowledge to determine customer purchases, promote the right product or services to the right audience, cut down on wastage of resources and manage business expenditure more efficiently. Continue reading “3 Powerful Ways to Boost Your Marketing with Predictive Analytics”