Data-Driven Before It Was A Thing

Data-Driven Before It Was A Thing

Data-Driven Strategies Are Integral Recently, Rob Banner cited the confluence of marketing technology and advertising technology, aka MadTech, as possibly the most important space in business today as it has the potential to disrupt whole markets via the successful deployment of the right tools and strategies — tools and strategies driven by data. As email marketers, data-driven strategies are integral to everything we do. So much, in fact, that the term can ring as a bit of cliché. Email has always been a technology-enabled medium and a data-enabled medium. One could argue that, historically, that was the distinction between marketing and advertising; marketing was behavior or data-driven, and advertising was not. Increasingly, we see these worlds merging around data as customer experience, and customer perception, shape sales. Brand loyalty becomes determined by a company’s ability to truly understand their customers’ wants and needs, and act on those insights. In this new reality, everything is data driven and the distinction and division...
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The Big Data Secret of SXSW Parties

The Big Data Secret of SXSW Parties

SXSWi is right around the corner.  It is *scary* close. As we run around frantically trying to plan meetings, add panels to our calendars, and get social strategies planned, we’re bombarded with party invites. How on Earth do we handle this problem?You might have guessed that this post has to do with data? Party data is confusing and overwhelming, much like Big Data. The title of this post is a pun: big (adjective) data (adjective) secret (noun) and Big Data (proper noun used as an adjective) secret (noun). We all have data problems, and in the grand scheme of things, shifting through SXSW data as an individual isn’t Big like tetrabytes per minute.However, it is a Big Data problem for brands to figure out how to incorporate data generated during SXSW into the Big picture? I don’t have the perfect answer, and the approach to handling this massive outlier-ish wave of data will differ for every company. My preferred approach for...
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