Filed under: #mktgcloud, Behavioural Targeting, Datarati, Segmentation | Tags: Demographic Data
In a move to boost revenue from sources other than ticket sales, Irish budget airline Ryanair Holdings PLC is teaming up with a travel-media company to sell targeted advertising aimed at passengers booking and checking in online.
London-based Ink, the world’s largest producer of in-flight magazines, is working with Ryanair to offer ads that can be customised according to a traveler’s route and demographic data. The ads will appear online and on home-printed boarding passes.
Many airlines do similar things, but the Ink’s approach aims to tailor pitches much more precisely to an individual traveler to generate higher ad rates.
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags: Marketing Automation
Marketing Sherpa’s 2011 B2B Marketing Benchmark Report contains some interesting stats about the state of marketing automation adoption.
The report identifies what percentages of CMOs have established formal and informal marketing automation processes, and what percentage has not established any processes.
According to the report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation.
79% of CMOs have established some kind of marketing automation process. In previous posts we have mentioned the importance of establishing a marketing automation process before purchasing software. 21% of CMOs who have not established a repeatable process for performing marketing automation may fall under a number of categories like…
- Not impacted by the top challenges facing the majority of CMOs today, like marketing to a growing number of people involved in the buying process or marketing to a lengthening sales cycle.
- May be behind in changing their marketing processes due to challenges within their organization.
More: http://marketingautomationtimes.com/2011/02/27/marketing-automation-adoption-rises/
Filed under: #mktgcloud, Datarati, Social Media | Tags: Facebook, Social Media
First, deep campaigns don’t work. Digital agencies love deep, expensive campaigns on Facebook, with tons of pages, interaction, and art. It fits in with how agencies build microsites and websites, and justifies the $100,000-plus price tag that they like to charge.
Examples include lightweight games, prediction contests, treasure hunts where you include friends, and such.
Unfortunately for agencies and the brands that drop a lot of cash, Facebook users decidedly don’t like deep campaigns.
More: http://www.readwriteweb.com/archives/why_most_facebook_marketing_doesnt_work.php
Social media programs generate a torrent of data from fans to wall posts to rate of pass-along and poll results. A Social Media Insider column by David Berkowitz two years ago actually listed 100 different metrics for tracking activity in the category. But how should all that information be sifted and presented within an organization?
That’s a question Forrester analyst Nate Elliott tackles in a new report recommending that social media reporting should be geared to the different internal audiences they are shared with. He breaks them into three basic groups: online community managers and social strategists, interactive marketers and marketing executives and C-level officers.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145637
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags: Marketing Automation
With marketing automation, you can greatly increase the ROI of the investment on your CRM. Not only can marketing automation help you run more campaigns and send more qualified leads to sales, it helps you:
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Convert. Pass more qualified leads to sales by prioritizing them in your CRM system
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Automate. Save time and money by automating manual campaigns
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Nurture. Automated nurturing develops leads who are not ready for a sales call
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Prove. Provide bottom-line information on marketing and sales activities
Filed under: #mktgcloud, Analytics, Social Media | Tags: Facebook, Linkedin
Facebook is not particularly regarded for its ability to give its members value back on their own data. While it’s very easy to get data into Facebook, it’s very difficult to get data out and in a meaningful way.
Simply charting your friends’ geographical spread is difficult (join theFacebook Data Team page to stay appraised of the latest). Beyond suggesting new friends, Facebook does little to share back with the community the incredible insights it gathers about its users.
LinkedIn’s approach to data is quite different. The LinkedIn Analytics team has been hard at work understanding your data trail, and they are not shy to share these analytics with you. My favorites include LinkedIn’s “Signal,” “Career Explorer,” “InMaps” or “Skills” which launched most recently.
Each application exemplifies LinkedIn’s drive to fulfill its vision – better connecting business people, through analytics. The above applications showcase that, by using clever algorithms, members can be presented with insights that anticipate their questions and connect with others more efficiently.
More: http://blogs.forbes.com/ciocentral/2011/02/16/why-linkedin-is-more-valuable-than-facebook/
Filed under: #mktgcloud, Algorithms, Analytics, Datarati | Tags: Datarati, IBM, Watson
Over the last century, IBM has reached numerous scientific breakthroughs through its commitment to research and its tradition of Grand Challenges. These Grand Challenges work to push science in ways that weren’t thought possible before.
Jeopardy! The IBM Challenge poses a specific question with very real business implications: Can a system be designed that applies advanced data management and analytics to natural language in order to uncover a single, reliable insight — in a fraction of a second?
So – WHY JEOPARDY?
The IBM Jeopardy! Challenge is more than a game. Jeopardy! makes great demands on its players-and even greater demands on a computer system.
Learn about the unique hurdles Jeopardy! presents that Watson must overcome in order to achieve the scientific goals of the project.
A SYSTEM DESIGNED FOR ANSWERS
A computer system that can understand natural language and deliver a single, precise answer to a question requires the right combination of hardware and software.
Watch to find out how Watson integrates both into a unique solution.
COUNTDOWN TO JEOPARDY
Watson will soon face the two greatest Jeopardy! champions in history: Brad Rutter and Ken Jennings.
Watch to find out more about the competitors in this historic challenge.
THE FACE OF WATSON
Watson consists of 90 servers – not the most interesting thing to look at on the Jeopardy! stage.
See how IBM worked to create a representation of this computing system for the viewing audience – from its stage presence to its voice.
WATSON AFTER JEOPARDY
Watson was optimised to tackle a specific challenge: competing against the world’s best Jeopardy! contestants. Beyond Jeopardy!, the IBM team is working to deploy this technology across industries such as healthcare, finance and customer service.
As easy as it is to imagine that someone’s online behavior tells marketers everything they need to know, it often does not provide any real clues about what they are really thinking.
Marketing Dailyasked Bryan Gernert, CEO of the Reston, Va.-based Resonate Networks, to tell us why online psychographics matter more than they used to.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144733
HP has just announced that it has acquired data management company Vertica. Terms of the deal, which is expected to close in the second quarter of 2011, were not disclosed.
Vertica, which has raised $30.5 million in funding, develops data management solutions for storing and querying databases.
Its products include The Vertica Analytic Database, which helps in analysing data; Vertica for the Cloud, a cloud-based analytic database that helps in data management; and Vertica Analytic Database appliance, a hardware/software data management platform.
