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  • admin 9:51 am on September 21, 2017 Permalink
    Tags: “If, , , , , , , mentality, they,   

    Within data and analytics, the “If you build it, they will come” mentality is finally dead 

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  • admin 9:52 am on May 9, 2017 Permalink
    Tags: Bees, , , , Rarely, , , Straight, they,   

    How Are Customers Like Bees? They Rarely Travel a Straight Path or Make a Single Stop 

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  • admin 9:51 am on August 7, 2016 Permalink
    Tags: , , , Target, , Themselves, they   

    How to know your target (audience) better than they know themselves 

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  • admin 9:51 am on August 6, 2016 Permalink
    Tags: , they, Watching,   

    They Know What You’re Watching (And Why You’re Watching It) 

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  • admin 9:53 am on March 31, 2016 Permalink
    Tags: , , , , , Telstra, , they,   

    Telstra doesnt want to use their gut to design products and services They want to use their data 


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  • admin 9:52 am on December 18, 2015 Permalink
    Tags: , Polls, seen, Star, Swift, Taylor, they, , ,   

    We’ve All Seen Polls For Star Wars And Taylor Swift, But What Can They Add In A Big Data World? 

    Earlier this year, when pollsters predicted a hung parliament (no clear party taking the majority) in the British national elections, pretty much everyone, politicians and public alike, thought the result was all but certain.

    Well, the big news story on the day the results were revealed was not about who won, but about how the pollsters could have gotten it so wrong, leading to an uncomfortable few weeks of (very public) head-scratching and navel- gazing for market research firms.

    That’s not all. These days, the rise in survey software providers have fueled polls on everything you could think of, from the best Star Wars film, to whether you would support Taylor Swift or one of her adversaries. It’s no wonder that businesses are questioning whether market research still has a role to play in a big data world.

    tswift
    Some time back, I was asked to develop analytic models to predict upsell opportunities for corporate telecommunication customers. As the only meaningful transactional data was in the form of quarterly revenue for each customer (spanning over 50 products for three years), I thought the customer services poll results would provide an additional, rich source of information. The survey was extensive, longitudinal and conducted at multiple levels of each customer organization. Pure gold, or so I thought!

    Once we started the analytics, we found that there was very little correlation between customer satisfaction and spending. Customers who expressed strong dissatisfaction continued to increase their net spend with the company, and there were examples of customers who expressed satisfaction and then churned to other service providers.

    Unfortunately, I had to conclude that primary market research data could not be used in a meaningful manner. In the end, it was the use of revenue data that proved far more predictive of a customer’s likelihood to churn.

    So despite these known issues, why are surveys still the predominant means of data collection? Surveys for customer and employee satisfaction, net promoter score (NPS), brand equity modeling and even new product design are so ubiquitous, you’ve probably participated in a few yourself.

    Well, it could be that many executives are measured against metrics such as NPS, and surveys are an easy means of tracking these numbers for senior management reporting. But it is also down to the way that market researchers operate. They assume that every new issue needs a new set of data, and the only reliable way of obtaining this is through a targeted and timely polling of the appropriate population.

    That assumption is no longer valid in the world of big data. Every behavior is observed, digitized and stored over a long period of time. Point-of-sale data and call records capture granular transactional data around purchase patterns and utility usage. Social media outlets record a variety of human generated data including customer sentiments and feedback, audio, photos and videos. Ad consumption is captured through set-top boxes and cookies. Then, there is machine-generated data, such as weblogs and geolocation that adds even more richness.

    Increasingly sophisticated analytic tools and techniques are now available to make sense of these new data sources, and provide new perspectives on customer behavior.

    So what can market research offer in the big data world? The role that market research plays has to evolve. How?

    • Identify all the data that is already available to address the business issue that you’re trying to solve. This means working in collaboration with the database administrators to understand the data resources already available within the company.
    • Enrich these assets by linking them to other data. Market researchers are in the unique position of knowing what historical research data has been collected as well as other external data sources that may be of relevance. These data can provide a context or frame of reference to the internal data and make the inferences from them more valuable.
    • Use the right data processing tools to handle the large volumes of data. The availability of massively parallel data processing systems gives market research teams the opportunity to work with data scientists to bring in big data to answer questions that would have been previously achieved with a survey of a small target population.

    Use the right analytics methodology. Much of the machine generated data sources such as, weblogs and social media data have low information density and will require new analysis methodology to handle the uncertainty in them.

    This post first appeared on Forbes TeradataVoice on 03/12/2015.

    The post We’ve All Seen Polls For Star Wars And Taylor Swift, But What Can They Add In A Big Data World? appeared first on International Blog.

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  • admin 9:46 am on November 21, 2015 Permalink
    Tags: Acquisitions, , , they   

    14 Big Data acquisitions and why they happened 

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  • admin 10:03 am on April 11, 2015 Permalink
    Tags: , , , , they,   

    Marketers Love Video — But Are They Maximizing Its Potential? 

    video reelYouTube officially hit the internet in 2005, and the video landscape hasn’t been the same since. It didn’t take long for other video-sharing sites like Vimeo and Dailymotion to crop up, and now there are platforms specific to professional and amateur humor (Funny or Die, Cracked, Break.com), music (Vevo, the always-evolving MySpace), viral videos (UpWorthy, Buzznet, Buzzfeed), video streaming of television and movies (Hulu, Netflix), live-streaming (VideoLAN, Ustream, LiveStream), short-form video apps (Vine)…

    Plus, there are photo-sharing sites with video capabilities (Instagram, Photobucket, SmugMug), personal and group video messaging apps (SnapChat), social media websites with video functionality (Twitter, Facebook, blogs)…

    And just when you think you’ve got a solid list going, others launch. Whew!

    On top of all that, each of these (somewhat loosely defined) categories has multiple players, and they’re constantly shifting, too. Big companies buy up the little ones, small divisions spin-off, related sites cross-promote, and all of them are doing their best to capture the eyes and ears of video-hungry viewers.

    Entrepreneurs and investors love video because of its tremendous appeal. People of all ages and backgrounds the world over love to view and share video online, whether it’s the latest “You gotta see this!” clip making the rounds, re-runs of a favorite, old television show or (like it or not) anything to do with cats.

    Brands love video as a storytelling tool, too —although the saturation of the space certainly ups the ante for video marketing campaigns. How can you know what will engage your customers? What will they comment on and share? And adding to the complexity, how does video advertising fit in? You can use pre-roll on video-centric websites, “native advertising” to integrate with your site’s overall content, more traditional online ads, or a combination of them all. But you need to find just the right balance because most people don’t go online looking for a pitch – they want value and entertainment first and foremost.

    So, perhaps it’s no surprise that marketers and advertisers are searching for ways to optimize and manage video advertising and marketing. If you’ve been wondering about it yourself, my advice is simple:

    The best way to make a video connection, or any kind of marketing connection these days, is to get individualized.

    Your video content needs to be both meaningful and compelling to your customer, and it needs to be wherever that customer is already consuming video, or where he/she might be open to a video pitch from you, such as a blog or article site related to your product or service. If your content isn’t relevant, it will become a part of the “video noise” online users experience each day. And if your content isn’t where your customers is, well, you’re playing to an empty house.

    So how do you know what each customer finds relevant? How do you know where to reach them? Your data holds the key.

    With data driven marketing, you can use the wealth of information available to you about your customer behaviors—across a wide range of sites and channels—to gain insight. You can better understand where they spend time, where they’re most likely to engage and what types of content they click on most often. You can learn what they’re saying about your industry or your products, what they consider concerns or pain points and what deals, discounts and offers compel them to make a purchase. When you have information like that in-hand, you can deliver the kind of video content and advertising that your customers will care about – instead of just clicking away.

    Yes, video is hot right now, and video content and advertising can be a real boon for brands, provided you have the digital asset management tools you need to create, manage and deliver rich and more relevant media content to your customers and prospects.

    The post Marketers Love Video — But Are They Maximizing Its Potential? appeared first on Teradata Applications.

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  • admin 9:49 am on March 16, 2015 Permalink
    Tags: , , Celebrus, , , info, , , , , they,   

    57% of consumers happy to share personal info with brands they trust, Teradata & Celebrus reveal 

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