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Explore why first-party data alone may not provide a complete picture of consumer behaviour and how additional data insights can help marketers better understand their audiences.

As government continue to ease restrictions during the COVID-19 pandemic, the burden of managing risk is shifting to people. Experts have advised people for months to wear masks, wash their hands and stay 6 feet apart. But now that some public places are reopening, individuals must decide for themselves which ones to continue to avoid and which ones pose little risk of spreading the virus. MLive spoke to the following four public health experts in Michigan, asking them to ass

Start-ups have increased the use of data as a key tool in their businesses MORE property companies are turning to big data to seek solutions and plan their business push, besides finding the best solution to address the overhang faced by the sector. Red Angpow co-founder Erhan Azrai (picture) said the country overall is seeking a toward data-driven culture in corporate decision-making. “We see the emergence of companies providing reports and access to tidy up data and the gov

For the past few years, ‘data-driven marketing’ has been rated one of the most exciting areas of marketing in our annual global surveys of marketers. And 2019 was no exception. In our annual Digital Trends report, more than one in five (21%) of B2B marketers indicated that data-driven marketing was the single most exciting opportunity for their organisation in 2019, more than any others. Twelve percent of B2C marketers felt the same, below only content marketing and customer

Marketers have been told for a long time that when we rely on demographic data alone, we get only a one-dimensional view of our audience. And yet all too often, we’re still using things like age and gender to inform campaigns. The result? We run the risk of creating and serving up ads that people find irrelevant, and we miss out on potential customers. Of course, all of this is intuitive. The better you understand your audience — knowing that someone is planning a family vaca

Leveraging data to improve marketing effectiveness has become so commonplace, that using the term ‘data-driven’ with ‘marketing’ almost seems redundant. Yet in practice, many marketers feel that they are still not using data as much as they’d like to. When asked to name which marketing-related areas will ‘jump furthest up your organisation’s priority list in 2019’, more than half (55%) chose a ‘better use of data for more effective audience segmentation and targeting’. So, w

Econsultancy has published its 2019 Digital Trends report, in partnership with Adobe, the ninth year running we have conducted this research. The report is based on a global survey of 12,815 marketing, advertising, ecommerce, creative and IT professionals working for both brands and agencies. Key themes include the relative success of ‘CX leaders’ and digital-first companies, a planned increased in CX tech spend, and arguably stagnant levels of CX maturity across the sample.

With the marketplace and product lifecycle operating under a constant threat of rapid innovation and change, customer intelligence holds the key to establishing transient competitive advantage. By enabling efficient and speedy marketing decisions, customer intelligence provides insights for products and marketing channels to focus on. It also provides faster, data-driven information on the satisfaction levels of different sales and operating channels, as well as financial and