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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
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Better Demand Generation Marries Data And Content

Better Demand Generation Marries Data And Content | Beyond Marketing | Scoop.it

I’ve talked before about how big data is driving content marketing. And also earlier this week about how customer insightsare becoming the main competitive differentiation between old-school traditionalists and modern marketers.

But somewhere rolling around in my head was a post about how in today’s digital and social world, data and content are the same thing, or they are parts of one another, or somehow closely related.

 

 

Denis Failly's insight:

main considerations for bringing together the power of data and content to drive effective demand generation.

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Dancing in the Deterministic, Data-driven World of Digital Marketing

A major force shaping this world of digital marketing is the move to a more deterministic approach to everything from the creation of marketing assets to the design of campaigns.  “Know your customer” has gone from lip service to hip science.  The lofty notion of business intelligence has gone back to the basics of business analytics whether it’s involving big, little, predictive or psycho-graphic data.  And it’s all in the name of accelerating outcomes.  Those outcomes may be the strategic business of market expansion or the fast spinning activity of ramping sales. It may be the cross-functional work of new product development or a singular focus on improving customer service.  Regardless, this journey that is turning marketing into a more scientific, data-driven discipline is proving to be a treacherous path, with shaky guardrails, for many digital marketers.

Denis Failly's insight:

"Think of your data strategy as a tapestry. Each thread represents a source and stream of data. They collectively create pieces of the overall image. Not until they are expertly woven, and you can stand back and see the entire set, do they reveal the complete picture."

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Data Not Included – The Era of the Data Steward

It’s all because of connectivity, don’t ya know?  The “Internet of Things” is a simple concept – anything can be connected to the Internet.  Anything.  An embedded electronic gizmo, smaller than a fingernail, and boom, there it is – in your browser or app – that “thing”, transmitting all sorts of information.  Trivial things, such as a reminder to water  flowers; and critical things, such as a jet engine signaling it’s statistically likely to fail on its next flight.  All this information, all this new type of data and the sophisticated analysis to make sense of it – is real. But, it will take many years to realize the revolutionary impact big data and big analytics will have on us.  Importantly; however, we have passed the point of no return – the big data and big analytics craze, in all its hype, evangelical praise, and emphatic disdain, is secular and irreversible.  Welcome to the “Era of Transformation”.

Denis Failly's insight:

The data steward does the strenuous lifting to prepare the data so it’s ready for the data scientist. The data steward will gather data from a set of these practically infinite data sources, collect them, format them, assure their quality, and then take these data sources and make each one seamlessly available to many data consumers.  It has to be repeatable, scalable, and done rapidly and often.  It likely needs to be self-service for the business user.  The steward will be required to provide internal, transactional, long-lived, short-term and real-time data.

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Turning Social Data into Social Results

Turning Social Data into Social Results | Beyond Marketing | Scoop.it

Humans are peculiar creatures: what time they do not spend socializing, they spend monitoring themselves and collecting infinite volumes of data about their own behavior The result is what we call...The Vast Social Data Miasma

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Denis Failly's insight:

- Solid Data (accurate and complete)

- Sensible Questions (well-defined and meaningful)- Rational Interpretation (objective and informed)
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Build A Reputation For Using Data

Build A Reputation For Using Data | Beyond Marketing | Scoop.it
Last year I saw a quote that managed to lodge itself in my brain for the past 6 months. It was from a crowd-sourced SEOMoz post on career advice for
Denis Failly's insight:

Several Ways to use Data

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Push to exploit an ocean of information

Push to exploit an ocean of information | Beyond Marketing | Scoop.it
Denis Failly's insight:

It took atomic physicists Ari Tuchman and John Stockton four years to realise that there was no future for the business they had set up to make gyroscopes for nuclear submarines and missiles.

Last year, however, they hit on a new use for the complex algorithms they had written: to predict what kind of people are most likely to buy tickets for Hollywood’s latest blockbuster films.

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What a Big-Data Business Model Looks Like

What a Big-Data Business Model Looks Like | Beyond Marketing | Scoop.it

The rise of big data is an exciting — if in some cases scary — development for business. Together with the complementary technology forces of social, mobile, the cloud, and unified communications, big data brings countless new opportunities for learning about customers and their wants and needs. It also brings the potential for disruption, and realignment. Organizations that truly embrace big data can create new opportunities for strategic differentiation in this era of engagement. Those that don't fully engage, or that misunderstand the opportunities, can lose out.

 

 

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Le Big Data à l’épreuve de la qualité des données

Le Big Data à l’épreuve de la qualité des données | Beyond Marketing | Scoop.it

Les entreprises surfent sur la vague du Big Data et se laissent séduire par des discours marketing qui leur promettent monts et merveilles sur l’analyse des données à grande échelle. Mais qu’en est-il de leur qualité ? Nous vous proposons de découvrir la vision de 3 spécialistes de la donnée.

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Big Data "Eurekas!" Don't Just Happen

Big Data "Eurekas!" Don't Just Happen | Beyond Marketing | Scoop.it
Most companies aren't set up to take advantage of big data. They need to create a culture that encourages -- and funds -- discovery.
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Five steps for making big data a big deal for your brand

Five steps for making big data a big deal for your brand | Beyond Marketing | Scoop.it
The volume and complexity of big data that organisations gather across all channels makes it hard for brands to know where to start when trying to implement plans to make the most of this consumer information.
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Le Data Mining en 35 Leçons

Le Data Mining en 35 Leçons | Beyond Marketing | Scoop.it
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Passing the Big Data point of no return

Passing the Big Data point of no return | Beyond Marketing | Scoop.it
We have passed the point of questioning the value and capabilities of Big Data on business success. In progressive organizations it now holds a seat at the table as a crucial resource to business.
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Strategic data vs. data theater in data-driven marketing

Strategic data vs. data theater in data-driven marketing | Beyond Marketing | Scoop.it

In a recent Teradata report, “lack of needed data” was cited as the least common obstacle to data driven-marketing. Only 22% of the marketers surveyed said that’s what held them back. The most common obstacle? “Lack of process to bring insights into decision-making.”

Denis Failly's insight:

"Good data helps us make choices in the definition or execution of a strategy.

Bad data, on the other hand is merely data that we show off for its own sake. It presents a facade of being analytical. There are dashboards and visualizations, infographics and reports, and plenty of pretty PowerPoint slides. But it lacks purpose. It may tell us if we hit our goals or missed them. But it doesn’t help us achieve them any better than saying, “Try harder!”"

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Closed Loop Marketing: The Personal Touch

Closed Loop Marketing: The Personal Touch | Beyond Marketing | Scoop.it
Closed loop what?

The first question you are probably asking is, “What is closed loop marketing?”

Well, closed loop marketing is essentially a process of using customer data as a means to personalise marketing campaigns and drive up sales and performance.

 

Denis Failly's insight:

"Without data we are blind; with data we have potential. By using data correctly, not only is the sky the limit, but we are also able to close the loop and seal the deal."

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Will Consumers Make Money From Their Online Data? The Arguments for and Against

Will Consumers Make Money From Their Online Data? The Arguments for and Against | Beyond Marketing | Scoop.it

As we recently discussed, there is a growing discussion about who is making money from personal data that we share online and the role that “data-lockers” might play. These would essentially allow people to retain ownership of their data – only ‘unlocking’ it to brands and organisations with which they are happy to share the information.

But how likely are data-lockers to work? Will they really allow consumers to make money from the personal data that they share online? Here’s a summary of the main arguments for and against.

 

Denis Failly's insight:

If I remender, the possibility for consumers to sell their private data, was one of the thesis of Hagel and Armstrong in their Book (in 1999 !) : Net Worth: Shaping Markets When Customers Make the Rules

http://www.amazon.fr/Net-Worth-Shaping-Markets-Customers/dp/0875848893/ref=sr_1_5?s=english-books&ie=UTF8&qid=1364203415&sr=1-5

Net Worth: Shaping Markets When Customers Make the Rules
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How Big Is Big Data?

How Big Is Big Data? | Beyond Marketing | Scoop.it
In the last two decades, Internet speed and access has sharply increased across the globe causing an explosion in the amount of data being produced and
Denis Failly's insight:

Where is data coming from ?

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Creating a Comprehensive Digital Measurement Strategy 4/4: From Data Science to Data Integration - SemAngel

Creating a Comprehensive Digital Measurement Strategy 4/4: From Data Science to Data Integration - SemAngel | Beyond Marketing | Scoop.it
Military writers love to emphasize that it’s not the glamorous stuff that wins wars. It’s the dull game of getting the most men and firepower to the battle. Many a brilliant strategy has miscarried due to poor planning.
We’re not quite down to logistics yet but we aren't far away either. We are at the point where the resources necessary to execute our digital measurement strategy need to be fleshed out. With the model of the business and the Data Science roadmap, we’ve identified what we need to accomplish. It's time to figure out what's needed to get the job done.

We do this in two steps. The first step is to map out the data and technology necessary to tackle each project in the Data Science roadmap.
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Social Business in a World of Abundant Real-time Data

Keynote from Online Info 2012 event, November 2012, London, about the role of data and social analytics in creating truly social businesses.
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Getting Beyond “Big Data”: Customer-Intelligence Activated

Getting Beyond “Big Data”: Customer-Intelligence Activated | Beyond Marketing | Scoop.it

By now you’re likely tired of the term “Big Data”. We’re tired of it too, but not for the same reasons you are.

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Faut-il renverser la dictature des chiffres ?

Faut-il renverser la dictature des chiffres ? | Beyond Marketing | Scoop.it
L’idée de placer les chiffres au cœur de la prise de décision est séduisante car basée sur le postulat « les chiffres ne mentent pas ».
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Big Data and the Internet of Things | TechRepublic

"There’s little practical benefit the Internet of Things without an ability to track, manage, and glean useful information from the massive amount of data a world of interconnected devices will generate."

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Marketing Analytics: 6 simple steps for interpreting your data

Marketing Analytics: 6 simple steps for interpreting your data | Beyond Marketing | Scoop.it
You’ve finally set up tracking on your site and have gathered weeks of information. You are now staring at your data saying, “Now what?
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The Risk Of Intangibles Is Not Knowing

The Risk Of Intangibles Is Not Knowing | Beyond Marketing | Scoop.it
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