When does 1 + 1 equal more than 2? The answer: when two tech innovators come together to support fundamental changes in how customers collect, own and act on data generated across the entire customer journey. The Anametrix team was delighted to come to work this morning as part of Ensighten, the world’s largest tag management services company by revenue and one of the fastest growing companies. The merger combines Ensighten’s global omni-channel data and tag management platform with the Anametrix marketing analytics platform. [link to press release]
Anametrix made a big commitment to deliver applied analytics designed for publishers and broadcasters with our News and Entertainment Media solution. So when the 2014 American Business Awards were announced late last week in San Francisco, we were delighted to walk away with the Gold Stevie Award for Best Product of the Year in the Media and Entertainment category. But even more than the “pat on the back” for us here at Anametrix, the award puts a spotlight on why data and analytics are so important to media companies looking to transform relationships with audiences and improve revenue.
It’s official. The world of data got its just due in Seattle this week. Mayor Ed Murray declared Tuesday, September 9, Data Day, as the Tableau Conference 2014 rolled into high gear in this city on the shores of Puget Sound. Anametrix went live on the show floor as a conference sponsor, débuting the new Anametrix for Tableau solution. Why the buzz? The solution is the first to combine marketing analytics with the groundbreaking Tableau visualization technology. That’s big news not just to the 750+ marketing execs and team members attending the conference, but also the data scientists, analysts and other members of technical teams responsible for managing internal systems and the data they generate. It’s the key to unifying the mountains of marketing data generated outside the firewall with the big internal systems under IT care via a common user interface.
Industry analysts at Gartner argue that the business intelligence (BI) and analytics platform market is “in the middle of an accelerated transformation from BI systems used primarily for measurement and reporting to those that also support analysis, prediction, forecasting and optimization.”
That acceleration comes with brisk innovation from new vendors, which are shaking up the BI platform industry. But what, if anything, does that mean to marketing analytics? Here’s our take.
In this final blog post of three with Dr. Michael Cavaretta, we explore questions about big data, as well as some of his views on emerging technologies from start-ups. As Ford Motor Company’s top data scientist, Dr. Cavaretta has helped to shape the auto manufacturer’s use of data and analytics during the last 20 years. Here he is in conversation with Anametrix CEO Pelin Thorogood.
Dr. Michael Cavaretta, leader of the Predictive Analytics Group in Ford’s Research and Advanced Engineering group, continues his conversation this week with Anametrix CEO Pelin Thorogood. He’s Ford’s top data scientist and an expert on how data can be used across corporate functions. Here he talks about his work in an internal consulting group, as well as the challenges of recruiting data experts who also understand business − a person sometimes referred to as a “unicorn” because they are so hard to find.
Dr. Michael Cavaretta heads the Predictive Analytics Group in Ford’s Research and Advanced Engineering. His interests are wide, having earned a Ph.D. with a dissertation on genetic algorithms, and he’s helped to shape the field of data science during the past two decades. Here in a three-part blog post, he talks with Anametrix CEO Pelin Thorogood about big data, computational power, analytics − and Ford Motor Company’s use of data across the business, from the design and manufacture of cars to keeping in touch with consumers.
Anametrix CEO Pelin Thorogood writes this week in ClickZ about advanced analytics for marketers. “Advanced Analytics: Coming soon to a marketing department near you.” Are the processes and techniques of advanced analytics out of reach of the marketing department, she asks? The answer is a resounding, “no.” In this Data Alchemy blog post, she expands on these ideas with an additional example of how advanced analytics can be used to produce better marketing results.
There’s a good bit of talk going on about the sometimes-conflicting agendas of CMOs and CIOs − and for good reason. Digital platforms put pressure on CMOs to use a wealth of new technologies to track and make sense of an avalanche of data to drive revenue. There’s no question that the proliferation of tools ranging from web to social and mobile analytics has amplified the place of marketing in the technology stack. And now PricewaterhouseCoopers (PwC) comes along with a report that top-performing companies tend to have CMOs and CIOs with strong relationships. That’s one of the findings in PwC’s Annual Digital IQ Survey in 2014. The study published earlier this spring included more than 1,400 business and technology executives. Almost three quarters (70%) of the top performers — those organizations in the upper quartile ranked on the basis of revenue growth, profitability and innovation — also reported strong relationships between these two leaders. But nearly half of the businesses in the study (49%) do not have strong CIO-CMO relationships, according to PwC.
The world knows who won the 2014 FIFA World Cup this past Sunday, but the dust has not yet settled on another question. Who won the war of the brands? Sponsors and advertisers spent lavishly, producing memorable Tweets, memes, posts, pins, videos and campaigns combining them all − along with a few blunders. But one thing is clear. One of the big winners was social media. Fast Company, in fact called it right when it took a look back at “The Brands That Won (and Lost) the Twitter World Cup.”