Our Bestfriend is DATA! DATA is beautiful!
Analytics guru Jim Sterne put his finger squarely on the cause of why people have such conflicted feelings about big data in his recent ClickZ column (“Of Three Minds on Privacy - and a Song”). On the one hand, we’re offended when brands make irrelevant offers to us as if we were anonymous members of ill-defined customer segments. That’s what happens when a woman shopping for a Mustang gets spammed with offers about the latest SUVs simply because of her demographic category, married with children. (See Direct Marketing News, “It’s the Marketer’s Choice.”) Shouldn’t these companies be smart enough to send the right kind of offers and information, we ask? At the same time, as Jim points out, we’re also concerned about privacy. We want to be known, remembered and forgotten.
Image by James Royal Lawson
Forrester blogger James McCormick last year called tag management a “sizzling hot topic.” And now a few months later, the industry continues to prove him right. Ensighten, a leader in the evolving tag management industry, announced that it had acquired London-based TagMan, the pioneer in tag management, while also landing Series B funding of $40 million. Tealium, another tag management leader and innovator, won the Digital Analytics Association’s award for New Technology of the Year with its AudienceStream program, “a real-time audience discovery and digital data distribution platform.”
Can you buy viral success? What’s the organic lifetime of content posted on different social platforms? Chris Tuff, SVP, Director of Emerging media and Partnerships at the standout advertising agency, 22squared , was one of the first in advertising to see the power of working directly with Facebook and other social platforms. In Part II of this blog, he and Anametrix CEO Pelin Thorogood, talk about the “dos” and “don’ts” of promoting brands in social media, and how to be a “welcome intruder” in the lives of consumers.
Chris Tuff, SVP, Director of Emerging Media and Partnerships at 22squared, clearly saw the future when he became one of the first marketers in the world to work directly with Facebook in 2005. He’s now part of the leadership team at advertising agency 22squared, a 92-year-old trailblazer in all things social, digital and more. The agency has been responsible for such highly creative, Effie Award-winning integrated ad campaigns as Buffalo Wild Wings Flavor Fanatics and American Standard’s Flush For Good. Here Chris talks with Anametrix CEO Pelin Thorogood about bringing social and emerging media to the marketing table for brands.
Last week in the Data Alchemy Blog, Wils Corrigan, Ph.D., director of data science at Anametrix, took a deep dive into the relationship between marketing and data science. His conclusion: the interfaces between these groups need careful attention if we are to make better use of data for decisions. Here he talks with Anametrix CEO Pelin Thorogood about the interfaces required in the path from raw data sets to high-value information for decision makers.
Wils Corrigan, Ph.D., director of data science at Anametrix, recently attended the Predictive Analytics Innovation Summit in San Diego. Last week in the Data Alchemy Blog, he explored the current state of analytics and some exciting new directions for the future. In Part II, he talks with Anametrix CEO Pelin Thorogood about a big issue common to every business. How do marketing teams get real use from data given its growing volume, velocity and variety? How do you analyze data and then translate it into information supporting decision makers?
We caught up again last week with Anametrix’s motorcycle-riding data scientist, Wils Corrigan, Ph.D., at the Predictive Analytics Innovation Summit in San Diego. Wils is director of data science at Anametrix and an expert in how predictive analytics can guide business and marketing decisions. In this two-part blog interview with Anametrix CEO Pelin Thorogood, he talks about the conference, and the current and new applications of predictive analytics across industries.
Barry Parshall, the new product management leader at Anametrix, has experienced the massive transformation in the analytics market first hand during his career spanning business intelligence, web analytics and the new advances in multichannel marketing analytics. In Part II of this blog, he continues his conversation with Anametrix CEO Pelin Thorogood.