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  • admin 9:51 am on June 8, 2016 Permalink
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    The Next Evolution of Personalization is Individualized Marketing 

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  • admin 9:53 am on January 27, 2016 Permalink
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    What Marketers Can Learn From The Evolution Of Super Bowl Ads 

    Tablet computer with handThe Super Bowl is the priciest commercial time on TV. Over the past decade, the average rate for a 30-second ad during the Super Bowl game has increased by 76%, and this year, a 30-second spot will cost almost $ 5 million, according to Kantar Media. 

    But the price isn’t the only thing that’s trending upward. Kantar Media’s research has also found that Super Bowl ads are increasingly:

    • Prevalent. The past six Super Bowls have been the most ad-saturated in history. Each has included more than 47 minutes of commercial time. During the big game on February 7, ads will take up nearly 50 minutes of the broadcast.
    • Long-form. Many Super Bowl advertisers now opt for long-form commercials. Kantar Media says that’s part of an effort to tell a deeper story and further engage viewers. In the past two games, 37% (2015) and 40% (2014) of brand ads were 60 seconds or longer, the highest shares since at least 1984. By comparison, the normal proportion of long-form ads on broadcast networks is about 6%.
    • Part of a larger social media engagement strategy. Kantar Media’s research shows that hashtags are now the most popular call-to-action mechanism. Last year, 57% of non-promo ads (34 of 60) contained a hashtag, while less than one-half had a URL. Only 5 percent of ads mentioned Facebook.

    What can marketers learn from these trends?

    • Data helps you determine which investments are worthwhile. Super Bowl placement is no guarantee of success, and no one invests $ 5M+ on a whim. Your marketing campaigns need to be guided by data driven solutions. That’s the only way you can tell with certainty what works, and what doesn’t. Some brands have bowed out of Super Bowl 50. For instance, Nissan and Ford are focusing their resources elsewhere. On the other end of the spectrum, LG will be appearing for the first time, and Taco Bell will be returning after an absence of three years.
    • Engagement is key. Today’s consumers are flooded by marketing, and it’s impossible to stand out unless you can make relevant, meaningful connections. Without relevance, relationships are short, attention wanders and marketing campaigns fall flat.
    • Multi-platform use is on the rise. The evidence is mounting that people want to consume media using their own personal digital ecosystems. They’re seeking out an individualized experience. They want to control what they’re seeing, as well as when and how they’re seeing it.

    Underlying ALL of this is the undeniable trend toward Individualized Marketing.  In a global survey released around the time of last year’s Super Bowl, Teradata found that nine out of ten marketers see Individualized Marketing as the future.  So it is clear:  To optimize your $ 5 –  $ 10 million television advertising investment, and extend both its real-time and long-tail reach into loyal customers and new prospects alike, your integrated marketing strategy must include digital / social marketing, insightful data management, and sophisticated analytics so you can show the return on this hefty marketing investment.  Doing so will also help you set the stage for confidently discussing your Super Bowl 2017 marketing budget. 

    What are you plans for Super Bowl 50?  Share your ideas below!  

    The post What Marketers Can Learn From The Evolution Of Super Bowl Ads appeared first on Teradata Applications.

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  • admin 9:46 am on December 17, 2015 Permalink
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    The Evolution of Marketing Analytics 


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  • admin 9:51 am on November 22, 2015 Permalink
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    The Evolution Of Black Friday Reveals Improved Understanding Of Customers 

    RET-1008-LOver the past few years, Black Friday sales have been starting earlier and earlier – so much so that some stores have begun welcoming shoppers “pre”-Black Friday, even as early as Thanksgiving morning. This fall, however, there are signs that “Black Friday creep” is losing its appeal.

    At least 20 chain popular chain stores have announced that they are not opening on Thanksgiving Day. In addition, other retailers are being petitioned to reconsider their holiday schedule, and at least one – REI – will be closed not only on Thanksgiving, but on Black Friday, as well. Here’s how Jerry Stritzke, president and CEO of REI, explained the company’s decision:

    “Black Friday is the perfect time to remind ourselves of the essential truth that life is richer, more connected and complete when you choose to spend it outside. We’re closing our doors, paying our employees to get out there, and inviting America to OptOutside with us because we love great gear, but we are even more passionate about the experiences it unlocks.”

    At first, a strategy like this may seem misguided. Why on earth would a retailer want to close its doors on the busiest shopping day of the year? Who says “no” to Black Friday?

    But dig a little deeper and you’ll see what I do: a business move that’s fresh, bold and, for this particular company, quite savvy. By closing on Black Friday, REI is staying true to its brand message and proving it truly knows, and respects, its customers.

    In today’s always-on, always-distracted global marketplace, it’s becoming more and more difficult to stand out from the crowd. Essentially, you have two choices: Either, grow hoarse from trying to be heard above the noise (as you shout about a Black Friday sale that’s happening early… no, earlier… no, even earlier) or distinguish yourself by putting the focus precisely where it belongs – on your customers.

    To succeed, your marketing campaigns need to be customer-centric. You need to know your customers as people, and you need to understand what makes them prefer your brand above all others. As I’ve said before, the best way to maintain and evolve a healthy brand is to be intentional and consistent about establishing it – so much so that the “noise” can’t drown out the tune you want the world to hear.

    A wealth of marketing applications are available to help you determine how to proceed – because, keep in mind, what works for one company, might not be the right fit for yours. For REI, the answer clearly lies in connecting with customers through a shared appreciation of the outdoors. Here’s more from Stritzke:

    “As a member-owned co-op, our definition of success goes beyond money. We believe that a life lived outdoors is a life well lived and we aspire to be stewards of our great outdoors. We think that Black Friday has gotten out of hand and so we are choosing to invest in helping people get outside with loved ones this holiday season, over spending it in the aisles. Please join us and inspire us with your experiences. We hope to engage millions of Americans and galvanize the outdoor community to get outside.”

    Has your Black Friday strategy changed over the years? Does your strategy resonate with your customers?

    The post The Evolution Of Black Friday Reveals Improved Understanding Of Customers appeared first on Teradata Applications.

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  • admin 9:59 am on July 22, 2015 Permalink
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    Big Data and Evolution – How Big Data is Changing the World 

    Having written about Big Data and Time Travel and about Big Data and Philosophy, it’s time to write about Big Data and Evolution.

    The subject has been already discussed in Daniel Dennett’s excellent article in Scientific American in March this year, How Digital Transparency Became a Force of Nature.

    In the article Dennett, the Tufts University philosopher and cognitive scientist, and Deb Roy, the Massachusetts Institute of Technology professor and Twitter’s chief media scientist, compare the developments in Digital Data to the developments of environments in the early-stage Earth. Their main idea is that an emerging trend towards digital transparency will put evolutionary pressure on current companies.

    This, in turn, will cause a whole round of “survival of the fittest”, where only companies that can withstand the pressure of digital transparency survive, in the same way that Evolution caused whole families of species to disappear when they couldn’t cope with environmental changes.

    Source: “Walking with Dinosaurs film”

    Dennett and Roy write: “The impact on our organisations and institutions will be profound. Governments, armies, churches, universities, banks and companies all evolved to thrive in relatively murky epistemological environment, in which most knowledge was local, secrets were easily kept, and individuals were, if not blind, myopic. When these organisations suddenly find themselves exposed to daylight, they quickly discover that they can no longer rely on old methods; they must respond to the new transparency or go extinct.”

    Anyone who followed the various governments’ response to Wikileaks would agree that they are struggling to cope with transparency. Will commercial organisations fare any better?

    But this is only one way in which Big Data is changing the world.

    Source: http://www.rand.org/

    At present Big Data is Big Promise – it hasn’t yet hit the “killer app”. Remember the early days of the Internet? It was obvious that it is a thing of great promise, but uptake was slow. Then came email and the rest is history.

    So what will be Big Data’s killer app?

    My money is on Health.

    Yes, the Internet of Things (IoT) is the current buzzword. But in my view, it is the potential of Big Data to influence public healthcare that will get us all excited.

    More and more people are collecting personal health data, by smartphone app, by smart watch or by special equipment. I recently spoke to a marathon running university professor who can predict his performance on the next marathon based on data he collects on his daily training runs.

    Collect this data and analyse it and you have a treasure trove of information that can help predict epidemics, correctly plan public budgets, improve access to health and discover hidden correlations.

    The public is obviously interested, but weary of loss of privacy, which brings us back to Dennett’s article. When large corporations evolve to survive in a transparent world, the individual will need to evolve with them. A society that shares its health data is a healthier society.

    Let’s hope that common sense prevails over privacy-made-public fears.

    Ben Bor is a Senior Solutions Architect at Teradata ANZ, specialist in maximising the value of enterprise data. He gained international experience on projects in Europe, America, Asia and Australia. Ben has over 30 years’ experience in the IT industry. Prior to joining Teradata, Ben worked for international consultancies for about 15 years and for international banks before that. Connect with Ben Bor via Linkedin.

    The post Big Data and Evolution – How Big Data is Changing the World appeared first on International Blog.

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  • admin 9:54 am on July 13, 2015 Permalink
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    The Benefits and Evolution of the Hadoop Appliance 

    Running Hadoop on an appliance offers significant benefits, but as Hadoop workloads become more sophisticated, so too must the appliance. That’s exactly why we’re releasing the ‘new’ Teradata Appliance for Hadoop 5. Our new appliance has evolved alongside Hadoop usage scenarios while giving IT organizations more freedom of choice to run diverse workloads. Running Hadoop on an appliance makes more sense than ever before.

    If you’re running – or thinking about running – Hadoop on an appliance, you’re not alone. According to an ESG survey reported on by SearchDataCenter.com, 21% of IT organizations are considering dedicated analytics appliances. That’s the same percentage of organizations that are considering public cloud solutions and double those considering a public/private hybrid deployment. What is driving the adoption of Hadoop appliances?

    5 Key Benefits of Running Hadoop on an Appliance

    Organizations that choose to deploy Hadoop on an appliance versus rolling out their own solution realize five important benefits.

    1. Hadoop is delivered ready to run.

    We’ve heard industry experts say that it can take IT organizations six to eight months to roll out a Hadoop implementation on their own. With a Teradata appliance, we’ve done all the hard work in terms of installing and configuring multiple types of software as well as installing and configuring the operating system, networking and the like. You simply plug it in, and within days you are up and running.

    1. We’vebuilt high availability into our Hadoop appliances.

    The Teradata Vital Infrastructure (TVI) proactively detects and resolves incidents. In fact, up to 72% of all hardware- and software-related incidents are detected and resolved by TVI before the customer even knows about them. We also run BYNET over InfiniBand, which delivers automated network load balancing, automated network failover, redundancy across two active fabrics, and multiple levels of network isolation. These features in Teradata Appliance for Hadoop 5 deliver the high availability IT organizations need in an enterprise-grade solution.

    1. It is Unified Data Architecture ready.

    It’s not enough to just efficiently deploy Hadoop. IT organizations must be able to efficiently deploy Hadoop as a seamless part of an interconnected analytics ecosystem. The UDA-ready Hadoop appliance becomes an integral part of the organization’s larger data fabric, with BYNET over InfiniBand interconnect between Hadoop, the Integrated Data Warehouse and Aster big data analytics, and software integration such as QueryGrid, Viewpoint, TDCH, and Smart Loader.

    1. Single vendor support.

    An appliance replaces the multiple support contracts IT organizations have with their hardware provider, Hadoop vendor, OS vendor, and various utilities, with a single “hand to shake.” If there’s any problem, one phone call puts you in touch with Teradata’s world-class, 24/7, multi-language support for the entire solution stack. IT organizations are seeing increasing value in this benefit as the Hadoop ecosystem has many moving parts associated with it, and single vendor support provides peace of mind.

    1. Running Hadoop on an appliance lowers your total cost of ownership (TCO)

    The cost of a Hadoop appliance includes much more than the hardware the software runs on. There are also costs associated with configuring the network, installing the OS, configuring the disks, installing the Hadoop environment, tuning the Hadoop environment, and testing. The costs for doing all this work internally add up, making the TCO of an appliance even more attractive.

    What’s New with Teradata Appliance for Hadoop 5?

    In addition to these five benefits, Teradata Appliance for Hadoop 5 delivers freedom of choice to run a variety of workloads. IT organizations now have more options when they run Hadoop on Teradata Appliance 5.

    Recognizing that Hadoop workloads are diverse and evolving, Teradata Appliance for Hadoop 5 is available in three flexible configurations, enabling customers to select the configuration that best fits their workloads.

    • Performance configuration. For real-time processing and other workloads that require significant CPU, IO, and memory, we offer the performance configuration. This computational intensive configuration enables organizations to run emerging Hadoop workloads such as streaming, Spark, and SQL on Hadoop. With 24 cores, this configuration has more cores per node. It also has 512TB of RAM, 24 storage disks and 1.2TB drives.
    • Capacity configuration. The capacity configuration allows IT organizations to drive down the cost per terabyte. It is designed for heavy duty, long-running batch jobs as well as long-term archival and storage. It comes with 128- to 256TB RAM and 4TB disk drives.
    • Balance configuration. The balance configuration sits between the performance and capacity configurations, allowing IT organizations to strike the right balance for ETL and analytics jobs. The balance configuration features 24 cores and a 4TB capacity drive.

    Learn more about Teradata’s Portfolio for Hadoop.

    The post The Benefits and Evolution of the Hadoop Appliance appeared first on Data Points.

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