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The future of customer loyalty: Insights from Nectar
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing. In order to retain the trust of shoppers in the digital age, marketers need to emphasise four areas: transparency (particularly regarding data collection and use); added value (ensuring customers get a fair exchange for providing their personal information); control (by allowing shoppers to opt in or out); and trust (building confidence in a company's privacy credentials). While most brands have improved their capabilities in the areas of choice, value and convenience, they also now need to enhance the experience on offer, reflecting the personalised service that shopkeepers provided in the 1950s.
Turn Big Data into smart data
David Brennan, Admap, December 2013, pp. 34-36
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited.
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited. Additionally, data collected online misses the subtleties of context in complex human behaviour and decision making, meaning that it captures only a snapshot of a person's behaviour that may change quickly, rather than displaying a pattern. In order to turn Big Data into 'smart data' analysis needs to incorporate offline information collected through other research techniques.
Personal privacy and consent marketing: The new competitive battleground?
Lena Roland, Event Reports, Trajectory Trends Breakfast Briefing, November 2013
This report addresses the issue of privacy in data collection methods, arguing that it is a key concern for many consumers.
This report addresses the issue of privacy in data collection methods, arguing that it is a key concern for many consumers. Many people have taken action online to mask their digital foot print, with increasing numbers of people expressing concern about how their data is used. Many are willing to share their data in return for tangible rewards, but this applies only when they are aware of the trade being made. Brands should consider the short term benefits of collecting consumer data in the context of long term reputation: brands that do not address privacy concerns are likely to suffer in the longer term.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
How easyJet used data to cut spend and boost its brand: A view from Thinkbox's Blind Data event
Joseph Clift, Event Reports, Thinkbox: Blind Data, November 2013
This event report discusses the decision of low-cost airline easyJet to shift its marketing strategy away from direct response and towards brand building.
This event report discusses the decision of low-cost airline easyJet to shift its marketing strategy away from direct response and towards brand building. Three years ago, 70% of the company's overall media budget went on direct response and 30% on branding; by 2013, this ratio had flipped almost exactly. Aggressive savings in search advertising spend have been channeled into new TV ads, while easyJet's CRM capacity has been boosted significantly. The report also discusses results of a new report undertaken for the IPA, which suggests that brands should be sure to mix their data sources in order to gain a truer picture of their markets.
Education, negotiation and the future of consumer privacy
Lena Roland, Event Reports, Powering Trust Roadshow, October 2013
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject.
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject. Marketers now need to make the case for behavioural advertising, emphasising that it helps support the internet economy and has wider benefits for consumers. They must also be more transparent about current practices in this area, and be prepared for more consumer empowerment and a process of "negotiation" over data.
Seeing with new data
Larry Friedman, Admap, November 2013, pp. 10-12
This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours.
This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours. Historically marketers have relied on consumers reporting their behaviours, but Big Data changes this. Observational methods such as social media listening, website analytics, and the content of social media exchanges allow marketers to build a picture of what people are doing and saying. It also means that traditional market research methods such as surveys can become more focussed. The article explains how developments in Big Data are creating a clearer picture of what happens during ad campaigns.
Why General Mills believes intuition should support data
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report addresses the role of data and intuition in marketing, based on the views of Jeanine Bassett, vp/global consumer insights at General Mills.
This event report addresses the role of data and intuition in marketing, based on the views of Jeanine Bassett, vp/global consumer insights at General Mills. She suggests that intuition – based on an intimate knowledge of the target audience – is often neglected by marketers and researchers at major companies, who have come to depend on statistics as a substitute for personally developing an innate understanding of consumers. While data undeniably has its place, relying on it ignores the role of shrewd judgment and context. It also tends to focus attention on research methods, not on how best to make decisions and learning to act at speed, which are supremely valuable skills in their own right.
Embracing online personalisation: Examples from Google, Microsoft and Facebook
Emily Barley, Event Reports, IAB Engage, October 2013
This event report shows how major tech firms are facilitating the trend towards personalisation. Google is one example, as it attempts to create systems capable of learning the interests of its users and reflecting their tastes accordingly.
This event report shows how major tech firms are facilitating the trend towards personalisation. Google is one example, as it attempts to create systems capable of learning the interests of its users and reflecting their tastes accordingly. It has also taken such ideas into the living room with a tool allowing viewers to search for content on their mobile and then watch it on TV. Microsoft’s Xbox console similarly allows viewers to tailor their television experience by pinning certain content to their homepage, while its Kinect software recognises who is in the room and adapts the material on offer accordingly. On its part, Facebook is becoming a "mobile-first" company, meaning it is striving to provide a consistent experience across all relevant user touchpoints.
Actionable analytics: Reexamining metrics for better data-driven decisions
Michael J McDermott, ANA Magazine, Autumn 2013
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities.
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities. There are many challenges, including handling large amounts of data, getting to grips with using cloud computing and creating a data-driven culture throughout the company. However, if these can be addressed, then data analytics can provide substantial benefits in customer experience, engagement, retention and loyalty, and marketing optimisation and performance. Best practice advice comes from MarketShare, a predictive analytics firm, Gilt Groupe, the online retailer, and SAS Institute, developers of analytics software.
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