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Customer-Centric > Analytics & Automated

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »

Enterprise MarTech Investments Made Chiefly to Better Understand Customers and Prospects

March 10, 2017

Marketers at enterprise companies (at least 500 employees) are investing in marketing technology primarily to better understand customers and prospects (62%), a task seen as both a key priority and challenge for marketers. That's according to the results of a Squiz survey of 608 marketing professionals in the US, Australia and the UK, a majority (57%) of whom also seek to automate processes and reduce time on admin. Read more »

Businesses Shifting Tech Value Expectations From CX to Revenue Growth

March 9, 2017

More than half of business and IT leaders (57%) cite revenue growth as the greatest value that they expect from digital technology investments, up from 45% the previous year, finds PwC in a new report [pdf]. The growing expectation for revenue gains appears to be at the expense of the customer experience, which declined as the biggest value objective (down from 25% to 10% of respondents). Read more »

Where Are Performance Marketers Finding Challenges And Opportunities?

March 8, 2017

Marketers are allocating greater resources to target mobile users, according to a report from AdRoll [download page], which surveyed more than 1,300 marketers with heavy digital marketing spending. While the report suggests that mobile retargeting budgets are on the upswing, marketers are facing several mobile advertising challenges. Read more »

Why Aren’t CMOs Making Greater Use of Marketing Analytics?

March 6, 2017

There's been no progress in CMOs' use of marketing analytics, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. If anything, the use of marketing analytics is losing steam: respondents say that fewer than one-third of projects used analytics prior to a decision, down from 37% five years ago. Read more »

Which Marketing Budget Areas Are Most – and Least – Likely to be Reduced?

March 1, 2017

Marketing budgets are generally trending in the right direction, according to recent survey results from the American Marketing Association and Kantar Vermeer, as the proportion of marketers expecting spending growth in the short-term increased between Q2 and Q4 2016. So how are budgets being distributed - and which areas are least likely to be reduced in favor of others? Read more »

Retail Marketers Using AI Most Commonly For Search & Recommendations

February 28, 2017

Artificial intelligence (AI) is being hailed as one of the top trends impacting user experience over the next few years. How can AI be applied to retail? As it turns out, about two-thirds of retail marketers are using AI for marketing purposes, according to a new report from Sailthru [download page], with these marketers most commonly using AI in search. Read more »

Improving the Customer Experience Proves The Top Opportunity for 2017 And Beyond

February 15, 2017

Improving the customer experience will continue to be a top opportunity in the coming years, according to a recent study [download page] from Econsultancy and Adobe. A leading 22% share of company marketers surveyed indicated that optimizing the customer experience would be their most important opportunity this year. Read more »

2017 Marketing Budget Trends, by Channel

February 13, 2017

Which channels are marketers going to be investing more - and less - in this year? A review of studies from Econsultancy [download page] and Gartner offers a window into marketers' plans for this year. Hint: social media marketing appears to be ripe for further spending, and enthusiasm around content marketing remains healthy. Read more »

The Biggest Challenges to Contact Data Accuracy

February 10, 2017

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy. So what's the reason for inaccuracies? A study from Experian Data Quality [download page] offers some insights. Read more »