2016-06-22

The massive explosion of Human Data, or human-generated Big Data — from texts and images to audio and video spinning around in social media, Facebook, Amazon, blogs, and data from the Internet of Things — offers potentially valuable intelligence. But there is a dark side to this 360-degree big-data view. This post offers seven founding principles of consumer privacy businesses should consider. As data technologies advance, how can companies build trust into their analytics solutions to ensure they leverage consumer…

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2016-06-13

Social media data informs many marketing-related activities, from ensuring that a company’s target audience knows about key products to updating executives about campaign strategy and performance. But social media data is just part of the equation. Zuzanna Pasierbinska-Wilson, VP of Marketing at DataSift, addresses several challenges that CMO’s face as they build their marketing strategies, from extracting customer insights from the expanding data universe  to the never-ending quest for ROI, and provides sound recommendations to…

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2016-06-06

Brands and agencies must truly understand their audience before they can build and nurture customer relationships. To gain that understanding, DataSift CEO Tim Barker explains how to join customers where they choose to reside: social media, mobile devices, listening, communicating the value they offer to the consumer, and enabling user control. Marketing has moved from pixel-based ad blasts to people-based marketing and should take into account choice and convenience across multiple devices. Only then will…

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Zuzanna Pasierbinska-Wilson, VP of Marketing at DataSift, explains how brands can arm themselves with a deeper understanding of their market, current customers and future customers, to skillfully engage with their target audience on the customer’s social turf. Providing a detailed look at how consumers engage on Facebook, Snapchat, Tumblr and Instagram she argues it makes sense to examine which consumers are spending time on which platforms —and how they are spending their “digital” time.  …

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2016-04-04

From open communication to closed interaction, the ecosystem of social data is constantly changing and evolving. Amidst shifting landscape of consumer behaviors and privacy concerns, how do you adapt and capture sophisticated, multi-dimensional audience insights? This blog is the first in a series of posts to help you build deeper insights products using Facebook topic data. How social data analytics will adapt to the mass migration of consumers to non-public social spaces Social data provides the world’s…

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A recent article by Pew Research on American privacy and information sharing behaviors brings the importance of user privacy and its impact on products involving user data into the limelight, especially for the social networks. This issue of privacy is becoming increasingly important for users. The Pew Research study explored how Americans respond to various made-up scenarios where a respondent is offered some reward in exchange for personal data. One of these scenarios is a…

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Big Data is hard to do right. There, I said it. I have seen countless implementations of Big Data that are either forever in their infancy or are not producing the results they were supposed to throw off. It’s become so common that there are actually three key questions that are missed in these instances that just end up meaning the whole project was a big waste of time and money. Of course, it is…

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2015-10-28

Think you know where to devote your ad dollars? Think again. See how data-driven marketing agencies can ride to the rescue. AIDA. That is the acronym written on the whiteboard in almost every marketing department. Awareness, interest, desire, action. Promote your products to customers and prospects in that order. Start by making the customer aware of your product through mainstream print, broadcast and billboard ads. Then steadily work customers through the funnel: build their interest in…

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While Big Data and its associated phenomena and pomp are very popular these days, it seems many organizations are missing a lot of opportunity to improve their results and their businesses with the data that is already right under their nose. I am talking small data, the data that you normally have access to through your regular reporting functionality, or the data you look at now but look at only as a one off report…

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Having the data is only a part of the puzzle. Marrying that data with your inventory of available next actions and ideas is the really tough part. Here are some quick rules of thumb for informing and executing better decisions using data within your marketing activities. Budget for test, and then test, fail, recover quickly, and then test again. People are naturally resistant to failing, but with new data from everywhere available you, failure is…

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