How to Personalize Content on the Web – Marketo

Learn how web personalization tools help you put relevant content in front of each website visitor to maximize your time and money spent on content.

Source: How to Personalize Content on the Web – Marketo

When to Buy Data

The quality of a company’s data will have a direct impact on the performance of its people, process and technology. Maintaining the quality, timeliness, and completeness of a company’s data will often require working with external data suppliers.

The decision to buy data should only happen after a data assessment, gap analysis and cost benefit analysis have been completed…

The Data Assessment – is an iterative process that aligns to company’s data strategy and go to market plan, and involves:

  • Identifying all data sources
  • Reviewing the data collection procedures
  • Interviewing those responsible for data and analysis
  • Analyzing sample data for quality
  • Setting segmentation based on personas
  • Documenting business process

 

Data assessments provide qualitative and quantitative insights into data’s…

  • Reliability – Data provides stable and consistent collection processes and analysis
    methods.
  • Validity – Data should clearly and adequately represent the intended result.
  • Timeliness – Data should be available at a useful frequency, should be current, and should be
    timely enough to influence management decision making.
  • Precision – Data have a sufficient level of detail to permit management decision making.

 

Gap Analysis – A gap analysis will identify missing, incomplete or inaccurate data through the data assessment process. Below are examples where data may need to be acquired:GapAnalysis

  • Information missing pertains to specific individuals (i.e. email addresses, phone numbers,etc.)
  • Behavioral information like purchasing patterns, memberships and affiliations, technologies used, etc.
  • Credit score and risk rating
  • Online search history unavailable (cookies, device information, etc.)

 

cost_benefit_analysisCost Benefit Analysis – Justifies the decision to buy data using the findings from the gap analysis and data assessment. It is a comparison of the costs of all options against their total anticipated benefits.

DataQualityWhen to buy data | Cleanse, Enrich, Acquire?

Quality data continues to be a challenge for companies today, and buying data does not guarantee its quality. When using purchasing data from a new supplier start small, inspect the data, and test performance.

Work with major data vendors that are known suppliers of quality consumer and business information. Major suppliers like D&B, InfoGroup, Experian, Equifax, TransUnion, Acxiom, and TeraData are able to provide consumer or business level intelligence that includes their interests, spending patterns, financial information, demographics, firmographic information, and so on.

 

US Government | Crime and the Connection to Location Based Tracking Technology

A brief history of the events that would ultimately enable marketers and technologists the ability to create and deploy location based tracking and marketing programs.

It started with Geo Coding

In the 1960 Census of Population and Housing, questionnaires were mailed to respondents and picked up from each household by enumerators. This demanded geocoding capability and the development of an address coding guide (ACG). The Data Access and Use Labs created to accomplish this were responsible for creating today’s location based management industry.The first geocoding efforts permitted only street addresses to be digitized. Geocoding is vitally important for crime mapping since it is the most commonly used way of getting crime or crime-related data into a GIS. Crime records almost always have street addresses or other locational attributes, and this information enables the link between the database and the map.

How do applications calculate distance between two points? They read the x-y coordinates representing their locations on a map.

For more information on the connection between fighting crime and location based tracking technology, I highly recommend reading  “Mapping Crime. Principle and Practice” by  the National Criminal Justice Reference Service.

US Government | Crime and the Connection to Location Based Tracking Technology

A brief history of the events that would ultimately enable marketers and technologists the ability to create and deploy location based tracking and marketing programs.

It started with Geo Coding

In the 1960 Census of Population and Housing, questionnaires were mailed to respondents and picked up from each household by enumerators. This demanded geocoding capability and the development of an address coding guide (ACG). The Data Access and Use Labs created to accomplish this were responsible for creating today’s location based management industry.The first geocoding efforts permitted only street addresses to be digitized. Geocoding is vitally important for crime mapping since it is the most commonly used way of getting crime or crime-related data into a GIS. Crime records almost always have street addresses or other locational attributes, and this information enables the link between the database and the map.

How do applications calculate distance between two points? They read the x-y coordinates representing their locations on a map.

For more information on the connection between fighting crime and location based tracking technology, I highly recommend reading  “Mapping Crime. Principle and Practice” by  the National Criminal Justice Reference Service.

Location Based Marketing | What CMOs need know

In a 2014 study SCORE reported that mobile apps had propelled mobile devices ahead of desktop computers in total time spent consuming digital media. In an article on May 6, 2015, CNET.com reported that according to Google more searches were happening on mobile devices than on desktop computers. 2015 might very well be remembered as the year mobile technology reached its tipping point.

Mobile Marketing | What CMOs need to know

Location Based Marketing (LBM):

Quick history: Location based marketing (LBM) predates mobile by over a decade. In the 1990’s, it was common practice for direct marketers to run proximity matching in their data processing in order to deliver personalized offers via direct mail. The main difference between the direct mail era and now is that marketing was only outbound then. Today LBM serves both an inbound and outbound purpose.

How effective is mobile marketing?

Mobile marketing is the most effective channel to engage with consumers that are often ready to buy…

“Nearly 80% of local searches on a mobile phone end in a conversation” – Neustar.biz

How to be successful at mobile marketing?

Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data. If you’re immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper “The CMO’s Guide to Location Data Management.”

Location, location, location!

CX | Collaboration | How to win a fight

There are three areas where people must be aligned for their organization’s success and survival in an increasingly competitive world:

  • Innovation
  • Transformation
  • Collaboration

Communication is paramount and the manner in which companies manage their internal communications will eventually carry over to how they communicate with their clients.

Your customer’s experience is influenced by how well your organization collaborates and how quickly teams mobilize around the priority shifts and changing demands of your clients.

Take a setp in the right direction and create an annual internal social/PR campaign about your customers, the market and sales initiatives. Set and communicate the goals and milestones reached over the course of the year. Constantly ask for feedback and ideas and recognize anyone that shares. Communicate successes, gaps or areas that need improvement. Run, wash, repeat.

Transparency is paramount! Collaborators always win.