News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Ellen Valentine, Product Evangelist, Silverpop Systems / BtoB / August 1, 2013
Managing marketing data can seem like an overwhelming task. Mobile, tablets and social have all transformed the buyer landscape and the way marketers reach their customers and prospects. That said, sophisticated marketing technologies have made it easier for marketing departments of all sizes to augment their databases and “fast-path” their way to more comprehensive information on targets.
The bottom line is, your technology platform is only as powerful as the data at your fingertips. It’s well worth the time to take a careful look at your current database and how you might improve
Kristin Kovner / ClickZ / July 23, 2013
With the advent of big data and the ability to track everything, I’m reminded of Einstein’s old adage, “Not everything that can be counted counts, and not everything that counts can be counted.”
Today, we have so much data, so few insights.
Turning data into stories and insights is one of my favorite parts of digital marketing. I recently gave a talk on this topic at Digital Day for one of my clients. Over the years, I’ve delivered this talk as a workshop, as a half-day training, and as a straight presentation – it always gets great feedback. So this week I’veRead More
Michael Hemsey, / MediaPost / June 18, 2013
Is it possible that marketers have gotten Big Data wrong — or applied its tenets incorrectly? Five years into its use, it’s starting to look that way. A growing number of data scientists and information analysts are pushing back, giving Big Data a definitional rethink.
And maybe marketers should too.
To date, Big Data has been defined by the “three Vs” or Volume, Variety, and Velocity. That means the amount of incoming data, source diversity and the speed it accumulates. Or, as a colleague of mine says: “Big Data is any information set beyond your organization’s ability to handle.”Read More
Jon VanZile / BtoB / June 24, 2013
The days of mom-and-pop shops offering an individualized customer experience have mostly become a thing of the past, but the growth of Big Data may be bringing customization back.
Increasingly sophisticated data gathering and analysis now enable marketers to identify online prospects and speak directly to their personal needs. Companies such as Amazon, with its product recommendation system, have done that for years, but b2b personalization may finally be catching up.
Today, b2b marketers are using personalization both for in- and outbound marketing efforts, in desktop, and to a lesser
Steve Smith / MediaPost / June 23, 2013
It was both curious and revealing that at a conference focused on data, there was so much talk about humanity, authenticity and voice in marketing. This is one of the themes that emerged from the Brand Marketers Summit last week in Kohler, Wisconsin. The ironic end result of Big Data and data-driven marketing is a more human-like relationship with the customer. The massive number of inputs and data types now pouring in to marketers from offline, online, whether it is transactional, behavioral or attitudinal, add up to a more nuanced and detailed portrait of the customer.
Until now most companiesRead More