Category news stream

Customer-Centric > Analytics & Automated

Marketing and Sales Data Cleanliness Remains A Challenge

January 16, 2017

Marketing is becoming more data-driven, but the extent to which such efforts can achieve results is very dependent on the quality of the data at hand. According to new research from Allocadia [download page], some companies have it figured out, but many are still struggling with messy or silo'd data. Read more »

Which Video Ad Targeting Methods Are Popular With Brands and Agencies?

December 27, 2016

Demographic targeting continues to be one of the more frequently used methods for targeting consumers via digital video ad campaigns, according to recent study results from Videology and Advertiser Perceptions. The survey of more than 300 brand marketers and agency advertisers found that demo and behavioral-based targeting were the two most popular targeting methods today. Read more »

Mobile and Social Advertising Expected to Continue Strong Growth in 2017

December 22, 2016

Media, marketing and advertising executives continue to be bullish on the prospects for both mobile and social advertising, according to AdMedia Partners' 23rd Annual Market Survey [pdf]. More than three-quarters of the respondents to the survey, which polled close to 6,000 executives, expect social advertising buying and spending to increase by more than 10%. Read more »

Marketing-IT Relationship Reportedly Improving As Alignment on Business Goals Rises

December 16, 2016

More than 9 in 10 senior marketing and technology executives say that their relationships are more aligned on business goals than last year, including roughly one-third who said that their teams have much better alignment, per results from the 2016 CMO Digital Benchmark Study [download page] from Leapfrog Marketing Institute. Read more »

Marketers’ Top Digital Experience Goals Rest on Omni-Channel Engagement

December 15, 2016

Marketers are looking for their digital experiences in the coming year to be more comprehensive and connected and for them to tie the entire journey across both physical and digital engagements, according to a new report from the CMO Council and IBM. Study results suggest that integration of digital and physical experiences remains limited. Read more »

Marketers Rank Their Top-Performing Automation Journeys

December 7, 2016

autopilot-top-performing-marketing-automation-journeys-dec2016The main barrier to marketing automation implementation has shifted over the past couple of years from lack of awareness to lack of budget, reports Autopilot in a recent study [download page], suggesting that as lower-cost options become available, marketing automation adoption will continue to increase. The report indicates that high-performing marketers regularly send automated emails to their contacts, more so than other marketers. Read more »

Marketers: How Much Will These Consumer Trends Impact You in the Next Decade?

December 5, 2016

nyamabrandsparkdapresy-most-influential-consumer-trends-in-next-10-years-dec2016The emergence and use of mobile devices is the consumer trend that North American marketers believe will have the greatest impact on their industries in the next 10 years, according to survey results from the New York American Marketing Association (NYAMA) and BrandSpark, in association with Dapresy. Read more »

Transaction Rates Higher Among Customers Receiving Multiple Abandon Cart Emails

December 5, 2016

experian-cart-abandon-email-transaction-rates-dec2016Retailers sending cart abandonment emails may want to check the trigger rules they use, according to a recent study [download page] from Experian Marketing Services (EMS). In analyzing more than half a million abandon cart emails sent by brands in July, EMS found that customers receiving multiple emails (4.6%) had more than double the transaction rate of those who received a single email (1.9%). Read more »

Email Reigns As Most Popular B2B Customer Acquisition Channel, But W-O-M Has Biggest Revenue Impact

November 30, 2016

bizible-most-popular-effective-b2b-marketing-channels-nov2016Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers, according to The State of Pipeline Marketing Report 2016 [download page] from Bizible. The report - based on a survey of more than 360 marketers, 90% of whom are B2B-focused - also shows that social media and content marketing are currying favor with B2B marketers. Read more »

How Are Marketers Using Location Data?

November 28, 2016

mma-how-marketers-use-location-data-dec2016The vast majority of marketers and agencies see location data as either important or critical to their mobile efforts, according to survey results [download page] from the Mobile Marketing Association (MMA). Location data is valued most for its ability to improve targeting and insights, though many also see it as useful for understanding the path to purchase and as a way for measuring ad effectiveness. Read more »