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Big Data & Digital Marketing
Data analytics as the key to know your customers and offer them what they really want.
Curated by Luca Naso
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Leveraging Marketing Intelligence to Drive Pricing Analysis

Leveraging Marketing Intelligence to Drive Pricing Analysis | Big Data & Digital Marketing | Scoop.it

 According to Forrester, “A challenging global economy has led consumers to value price ever more steadily, with 52% of American consumers agreeing that ‘price is more important than brand names’ in 2011, up from 41% in 2000 and 44% as recently as 2008.”

Luca Naso's insight:

Know your customers and your competitors is always very important.


In this article they are seen in the context of pricing.


According to Forrester pricing models should be based on the 5 C’s, which are customers, competition, commercialization, costs, and communication. 


Big Data can help you get actionable insights for all of them.

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How Far are We Going to Take This Personalisation Trend?

How Far are We Going to Take This Personalisation Trend? | Big Data & Digital Marketing | Scoop.it

The personalisation of the web has advantages (more personal) and disadvantages (too narrow), but for marketers where do we draw the line?

Luca Naso's insight:

Many businesses are struggling with the personalisation of the web in terms of their video content: it is not scalable to create a video for each and every person that we want to target.

 

Here is an interesting example on how to use digital technologies and some analytics to make a successful decision.

 

The next step is to use the knowledge acquired in this process to study a larger database of data, looking for more and better customer targets (maybe also some you couldn't think of).

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