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Take Charge of Your Customer Data for More Effective Marketing Campaigns

PHOTO: Quincena Musical Because businesses collect vast volumes of customer data, it’s easy to assume that marketers have everything they need to understand what makes customers tick. So why is it that so many marketing departments still resort to mass campaigns aimed at no particular demographic? The reason is the same as it has been for years: Businesses have masses of data,...

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Machine Learning’s Secret Sauce? Getting Your Data Right

PHOTO: catherine When it comes to new marketing technology obsessions, it’s easy to see why the likes of artificial intelligence (AI), cognitive computing and machine learning generate such hype. These evocative-sounding technologies conjure images of a brave new world where marketers can sit back, relax and let the machine do real-time, personalized, one-to-one marketing with effortless ease. 'Intelligent' Tech Needs Trustworthy Data...

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The 5 Key Elements for a Marketing Transformation Project

Before leaping into a digital marketing transformation project, take a long and hard look at the current state of your marketing organization PHOTO: Katerina Radvanska Marketing departments across the world buy shiny new technology products all the time. Each new tool promises limitless possibilities and profound increases in productivity or ROI, but in reality, many marketing technology purchases fail. This is simply because they are introduced without any...

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