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.
Brian Hansford, Heinz Marketing / the funnelholic / September 16, 2013
What is dirty data and why should we care about it?
Bad data is like bad fuel for a car. Fuel that has lots of sediment combined with sugar in the gas tank will pretty much destroy the machine.
Dirty data is outdated, non-normalized, poorly entered and maintained, full of spam traps and misspelled names, lacking lead sources, and loaded wrong phone numbers and incomplete records. Dirty data can render any database ineffective. But for marketing organizations, dirty will cripple any demand generation and customer marketing using a Marketing Automation Platform. And once dirty dataRead More
Stephanie Miller / ClickZ / September 16, 2013
“Big data” has become a catchall term for the vast amount of information generated by our digital lifestyles, and the analytics techniques for dealing with it all to improve marketing, products, and business intelligence. It’s become very fashionable to decry the value of “big data” for marketing, with many pundits and consultants calling it “no big deal.”
I believe in “big data” just like I believe in the power of all data to transform our lives. Just look at the powerful applications already emerging in healthcare, world hunger,Read More
Stephen Monaco, guest post / Convince&Convert / September 15, 2013
The wealth of information available to social media marketing practitioners is staggering. Companies typically track “likes” and retweets, but they can also track things they rarely focus on: the qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative.
While this scope of measurement is possible, companies don’t often prioritize the measurements that truly reflect their success (or lack thereof). It’s important to focus on the KPIs that matter to your company in the correctRead More
Avinash Kaushik / Occam's Razor / September 9, 2013
My love for segmentation knows no bounds. Weather you do online, offline, nonline analysis, or just randomly playing with data, insights arrive faster with segmentation.
In fact I’ve gone so far as to say: “All data in aggregate is crap.”
That’s certainly a bit melodramatic, but beyond the most bare bones “ahh, I see something is happening” you are unable to get anywhere with aggregate data.
To assist your quest for faster, smarter insights, I’ve defined the Segmentation Selector Framework (Acquisition, Behavior, Outcomes), shared downloadableRead More
Dana Hayes Jr. / ClickZ / September 9, 2013
Experienced marketers often wonder if the convergence of direct marketing and the digital world has been fully realized. We believe this inflection point has arrived and it will drive millions of customer relationship management (CRM) investments into the digital marketplace.
In the digital marketplace the targeting offerings are uneven, but the fundamental foundations exist. The good news is today’s data science approach allows marketers to model audiences based on content, location, time of day, and device and then target on a more granular basis according to the marketer’sRead More