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Under the Influence: Consumer Trust In Advertising

Under the Influence: Consumer Trust In Advertising | Data Matters | Scoop.it

Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report.

 

The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.

Bill Creighton's insight:

 

It is remarkable how many companies think so much of themselves that they naturally assume their customers trust them.

 

Most customers are wary of many of the brands they interact with. They become suspicious of "to good to be true" special offers. They dislike the misuse of their personal information.

 

Trust is earned. Once trust is broken, it is almost impossible to rebuild.

 

 

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Bill Creighton's curator insight, October 22, 2013 12:28 PM

 

It is remarkable how many companies think so much of themselves that they naturally assume their customers trust them.

 

Most customers are wary of many of the brands they interact with. They become suspicious of "to good to be true" special offers. They dislike the misuse of their personal information.

 

Trust is earned. Once trust is broken, it is almost impossible to rebuild.

 

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Future of Baseball (And Business) Hinges on Analytics, Big Data and Mobility

Future of Baseball (And Business) Hinges on Analytics, Big Data and Mobility | Data Matters | Scoop.it

"Even the naysayers can't argue with the accuracy of camera-technology like the Hawk-eye officiating system currently evolving the game of tennis with its ball-tracking technology - surely this can be configured for baseball? "

Bill Creighton's insight:

 

Technology has changed the way we engage in sports. And it is changing the way sports businesses think about engaging customers.

 

Think about it ... 

 

The line calls and challenges in tennis; the challenge calls in football. And now baseball is "under threat."

 

The real challenge for sports businesses is to really understand HOW technology can enhance the Customer's Experience.

 

Simply overturning a bad call is not by itself an improvement. It's just a rule change.

 

The real benefit is drawing fans into an entirely new dimension of engagement - one driven by data.

 

 

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Brilliant or Dumb - It Got Everyone's Attention.

Brilliant or Dumb - It Got Everyone's Attention. | Data Matters | Scoop.it
Bill Creighton's insight:

 

Sometimes being outrageous can have a remarkable impact.

 

Or sometimes you just get lucky...

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Do You Know Where Your Customers Live? Really?

Do You Know Where Your Customers Live? Really? | Data Matters | Scoop.it
Bill Creighton's insight:

 

Great map from the good folks at Amazing Maps. Data visualization turning the complex into the simple.


This map begs the question for all marketers.


Do you know where your Customers live?

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Infographic: Shutterstock's Global Design Trends 2014

Infographic: Shutterstock's Global Design Trends 2014 | Data Matters | Scoop.it

We use data from our 350 million all-time
downloads to explore recent and emerging trends from around the globe.

Bill Creighton's insight:

 

Images drive engagement and purchase decisions. They bind our emotions to the very rationale for these decisions.

 

Great marketers use quality data to identify the types of images work best to move Customers from interest --> purchase --> enjoyment --> advocacy.

 

It's the solution to a long and wonderful marriage -- but only if the two partners communicate with each other clearly, effectively and honestly.

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Can Facebook Predict Who Wins the Senate in 2014?

Can Facebook Predict Who Wins the Senate in 2014? | Data Matters | Scoop.it
What can Facebook candidate likes and page engagement metrics tell us about the likely outcome of 2014 Senate races? If the 2012 results and the 2013 New Jersey Senate campaign are any guide, the answer is a whole lot.
Bill Creighton's insight:

 

And Target figured out a a teen girl was pregnantbefore her father did.

 

Data -- lots of it.

 

Use it wisely and you can be wildly successful.

 

Use it poorly and it gets really creepy.

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2014: The Year of Listicles

2014: The Year of Listicles | Data Matters | Scoop.it
Sponsor Post USA Today Listicle: a place where you can organize and share information through lists.
Bill Creighton's insight:

 

First - a disclaimer. These comments are NOT sponsored.

 

Newspapers have long had the ultimate in Content Marketing machine in their stable of photographers and writers. 

 

They write content that means something to local readers. Their staff photographers capture the essense of the local community.

 

The problem has always been the church-state wall. Journalist "must" remain pure and not "corrupted" by the almight dollar.

 

They all miss the point.

 

Great content sells. 

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Customer will enjoy the buzz but they will spend money on value.

Definitive Social Media Analysis

from Socialmedia today 

Bill Creighton's insight:

 

Measure what matters most to your Customers. 

 

"Smart brands and organisations will look beyond buzz metrics and analytics, don’t get left behind."

 

Remember Customers will enjoy the buzz but they will spend real money for the value you give them.

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Measure What Matters

Bill Creighton's insight:

 

There are tons of things to measure. But your decision on what to meaure should be pretty simple.

 

Measure the things that matter most to your customers

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What's Your Return on Customer?

What's Your Return on Customer? | Data Matters | Scoop.it
When you plan a new marketing or service initiative you probably have to justify it by doing a business case, showing the return on investment you expect it to generate for your company. And ROI is
Bill Creighton's insight:

 

Yes it is hard to measure. Yes it is not precise.

 

If you don't try to measure the lifetime value of your customer, you will waste precious time and resources chasing ghosts.

 

If you don't look at the value of the influence that the customer brings as part of a community, you are missing an opportunity.

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What Would Prompt Mobile Users to Share Their Personal Info With a Brand?

What Would Prompt Mobile Users to Share Their Personal Info With a Brand? | Data Matters | Scoop.it
Privacy is a hot topic these days, and there have been several studies out of late examining the types of data consumers are willing to share with brands. Although a recent
Bill Creighton's insight:

 

It is amazing how many companies start off a conversation with a new customer or prospect with a demand for personal information.

 

No foreplay, just down to business.

 

The biggest reason people share personal information is Trust.

 

So ask yourself. 

 

Do your customers trust you?

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40 New Data Points In Google Analytics API - Analytics Blog

40 New Data Points In Google Analytics API - Analytics Blog | Data Matters | Scoop.it
Bill Creighton's insight:

 

A quick look at the list of new data points shows heavy emphasis on mobiole - no surprise there.

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The 75 KPIs Every Manager Needs To Know

The 75 KPIs Every Manager Needs To Know | Data Matters | Scoop.it
Key Performance Indicators (KPIs) should be the vital navigation instruments used by managers and leaders to understand whether they are on course to success or not. The right set of KPIs will shine
Bill Creighton's insight:

 

Measure what matters ...

 

Siimple, right?

 

It is only simple if you understand the value that you provide to your customers and you measure only those things that support those things that add value and improve their experiences with you.

 

Otherwise ... you are just playing with numbers on an Excel sheet.

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It's All About Pictures. Four Numbers That Explain Why Facebook Acquired WhatsApp

It's All About Pictures. Four Numbers That Explain Why Facebook Acquired WhatsApp | Data Matters | Scoop.it
Four Numbers That Explain Why Facebook Acquired WhatsApp WhatsApp Co-Founders Jan Koum and Brian Acton Earlier today,

 

 

Bill Creighton's insight:

 

The data behind this phenomenon is remarkable. On a path to 1 billion users, small staff, great reliability and uptime.


And don't forget a great return for Sequoia Capital.

 

I would add a 5th number to this list - 600 million pictures uploaded daily.

 

Users and engagement are visually driven. Words matter but Pictures matter more.

 

With Whatsapp, Instagram and of course the core FB platform, Facebook now owns the world's largest image infrastructure.

 

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Buy on the Rumor, Sell on the News - Twitter/ThomsonReuters Marriage

Buy on the Rumor, Sell on the News - Twitter/ThomsonReuters Marriage | Data Matters | Scoop.it

Twitter bases the majority of its revenue on advertising in and around its main content river, but a new service from Thomson Reuters points to how it also continues to build up its position as a big-data provider to different vertical sectors.


Thomson Reuters is now incorporating sentiment analysis gained from Twitter for its Eikon market analysis and trading platform.

Bill Creighton's insight:

 

Traders pay extraordinary amounts of money for information that helps them make money.

 

Services like Thomson Reuters and Bloomberg have always had the tension between reporting rumors and reporting the truth.

 

Twitter is growing up and the truth often emerges first on this platform, well before Reuters can get independent confirmation.

 

This is a smart move. 

 

 

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What Is a Million “Likes” Worth?  — Artists on the Internet — Medium

What Is a Million “Likes” Worth?  — Artists on the Internet — Medium | Data Matters | Scoop.it
I am Kim Boekbinder, The Impossible Girl — a name I have performed music under for the past 4 years.
Bill Creighton's insight:

 

Data drives different decisions based on the opportunity and need.

 

Measure the data that matters to your Customers.

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Social Big Data: The User Data Collected By Each Of The World's Largest Social Networks — And What It Means

Social Big Data: The User Data Collected By Each Of The World's Largest Social Networks — And What It Means | Data Matters | Scoop.it
Different social networks collect different sets of user data with big implications for marketers.
Bill Creighton's insight:

 

Google, Facebook and Twitter are giant data machines. No secret there.

 

It comes as no surprise that Facebook collects 63 different data points. All of this data goes to building better profiles of their users to provide more targeted advertising.

 

But not every business has the means to collect and crunch this massive amount of data...nor should they all attempt to do so.

 

Businesses need to measure the data that matters most to their Customers. This is all about discipline.

 

If the data collection does not lead to a better Customer Experience, best to let it go by.

 

The noise can be deafening. You won't be able to hear your Customers for it.

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Amazon Knows What You Want Before You Buy It

Amazon Knows What You Want Before You Buy It | Data Matters | Scoop.it
Amazon's new shipping algorithm uses data to intuit what you might want and then ships it before you even order.
Bill Creighton's insight:

It's ALL about the data

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Are You Living a Data-driven Life?

Are You Living a Data-driven Life? | Data Matters | Scoop.it
Not too long ago, CMOs from more than sixty companies converged on Miami for the Next Generation Chief Marketing Officer Summit US. Among the top summit issues the conference covered were are how to
Bill Creighton's insight:

 

Data drives decisions

 

Decisions about products, services, customers, technology - you name it, we all use data to help us make wise decisions.

 

The danger lies in relying so heavily on data that you miss the forest for the trees.

 

Data is a tool - it's not the answer

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Intimate Knowledge of Your Customers

Intimate Knowledge of Your Customers | Data Matters | Scoop.it
Bill Creighton's insight:

 

Business is getting more competitive every day, forcing everyone to up their game.

 

In the end, the more you know about your Customers, the better you will understand their wants, needs and desires.

 

Do you know your Customers this well?

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11 Must-Measure KPIs for Content Marketing Success

11 Must-Measure KPIs for Content Marketing Success | Data Matters | Scoop.it
Content has value beyond simple search engine optimization. Content marketing, when done correctly, has its own ROI as a channel, and thus must be measured by a set of unique KPIs, including links, engagement, social sharing, and conversions.
Bill Creighton's insight:

It is easy to get caught up in vanity metrics but they are likely not going to do your business much good.

 

Measure that which matters most to your Customers. 

 

If you do that, and act upon the ones need most attention, your business metrics will follow.

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What Data Can’t Do - for one Thing, it Can't Measure Social Context

What Data Can’t Do - for one Thing, it Can't Measure Social Context | Data Matters | Scoop.it
“Data can’t account for everything in our experience, nor serve as the only guide for our thinking, planning and decision-making.”
Via janlgordon
Bill Creighton's insight:
Data, big or small, is only a tool to help brands understand their customers, make better decisions and improve the Customer's Experience.Data along does not solve problems. It helps marketers understand them so they can solve problems.
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Cross-Channel Marketers: You Probably Should Be Fired

Cross-Channel Marketers: You Probably Should Be Fired | Data Matters | Scoop.it
sponsored post: acxiom's scott howe on the challenge for marketers of tying all those disparate data points into a cohesive whole.
Bill Creighton's insight:

 

Absoulety correct. 

 

Right message to the right audience at the right time.

 

The best laid plans will fail however if any part of the ecosystem fails. And a critical component of this system is the feeback and adaptation loop.

 

No loop - no success.

 

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Unlocking the revenue potential behind Big Data for publishers

Unlocking the revenue potential behind Big Data for publishers | Data Matters | Scoop.it

Big Data is all the rage in the news media industry. But what exactly are its opportunities and how do media companies cash in on them? 

Bill Creighton's insight:

 

Build an integrated 360-degree view on every single consumer, leverage Big Data to create content and benefit all different publishing domains: editorial, audience marketing, advertising, and line extensions.


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A scientific guide to posting tweets, Facebook posts, emails and blog posts at the best time

A scientific guide to posting tweets, Facebook posts, emails and blog posts at the best time | Data Matters | Scoop.it
“This post was originally published on the Buffer blog.We’re pretty keen on optimal timing for social media here at Buffer, and I figured it was high time I collected ...”
Via Marylene Delbourg-Delphis
Bill Creighton's insight:
Throwing out Social Media posts whenever it is convenient is a huge waste of opportunity to connect with Customers at the precise moments they are looking to engage with your brand.The data is there to guide you to the best times and best mediums and most relevant platforms for those that will Listen to the Data.Capturing your Customers' attention is not a whimsical exercise but is more akin to a battle plan. Make sure you have the most comprehensive plan of engagement that you can create.
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