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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Data

  • How should businesses adapt to the changing landscape driven by EU regulations?

    04 March 2014


    Addressing the privacy questions raised by the explosion of customer data

    The technological evolution has driven the growth of customer channels, changed the balance of the brand-consumer relationship and perhaps most crucially, been responsible for the generation of vast amounts of data. For those who have invested in the correct initiatives to collect, understand and use this insight to build deeper, more personalised relationships with the customer, the benefits are clear. The increased volume of data, however, has brought with it questions around privacy and data protection and a growing number of cases of data breaches. In an attempt to ...

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    Posted by: Bloggers' Gallery

    Tags: Data, Finance, Marketing

  • The dos and don’ts of data-crunching

    28 June 2013

    Consumers are generating ever more data about themselves, through their daily interactions with mobile apps and services, social media platforms, and digital content.

    A number of global brands are now using this information to underpin innovative and increasingly lucrative marketing campaigns. International café chain Costa Coffee reported a 7.1% rise in like-for-like sales in 2012. Its success has been heavily attributed to its Loyalty Marketing programme, which mines data from every possible consumer touch point, including in-store feedback, emails and social media discussion. Costa then uses a bespoke, real-time, engagement-scoring algorithm to fine-tune relevance: offering customers the products and services ...

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    Posted by: Bloggers' Gallery

    Tags: Data

  • How brands should tackle data and privacy to build consumer trust

    10 June 2013

    Facebook has reached a point where it can accurately predict everything from political persuasion, sexual orientation and even religious views, raising the age-old issue of privacy online. What has now become clear is that customers are unwittingly sharing vast amounts of personal information on social channels without considering what this can reveal about them and the uses to which it can be put. Brands need to be cautious about how they use consumer data – using it to inform their approach towards an individual, but at the same time not appearing intrusive. In short, brands need to adopt a best ...

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    Tags: Privacy, Data

  • Tracking at the crossroads

    07 June 2013

    A single study can no longer answer all marketing questions, but what approach can take its place?

    Continuous tracking of brand perceptions has given marketers actionable insight on which to base their strategies for 40 years. The approach has developed, with incremental innovations such as questionnaires that are optimised for mobile devices. What’s required next, however, is more of a leap than a step: measuring the impact of campaigns in a meaningful way is becoming too much for the traditional one stop shop, one-size-fits-all tracking studies to handle.

    Invented by Maurice Millward and Gordon Brown in the 1970s to give ...

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    Posted by: Bloggers' Gallery

    Tags: Data, Insight

  • Marketing myth buster: Big data is unmanageable

    13 May 2013

    Big data is really just data, with the right planning and technology, brands can use the massive amounts of data now available to their advantage.

    For far too long, it’s been presumed that ‘big data’ is the sole preserve of rocket scientists, rather than being available to guide marketers with their everyday decisions. This is a particularly damaging myth because it leads marketers to rely on unnecessary guesswork and gut instinct, wasting millions through poor spending decisions and unrealised profits. It’s created a culture in which not one company in 10 has a scientific way of distinguishing the effects of ...

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    Tags: Data

  • 2020: When online advertising meets mathematics

    22 April 2013

    A City or Wall Street worker of the 1980s who saw today’s financial markets would be, most likely, gobsmacked. For the most part, the ‘gut feels’ and instinct-based trading of yesteryear have been replaced by intricate computer-based financial modeling and statistical analysis.

    Similarly, looking ahead to the likely transactions, executions, insights and analytics of advertising buys of the year 2020, we see an equally seismic shift. Currently brands and advertisers are just scratching at the surface of what data has to offer. In seven years’ time, data – and its mathematical analysis – will rule the roost.

    By the year ...

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    Tags: Online, Data, Online advertising

  • The Data Driven Marketer: infographic

    18 January 2013

    Have you ever wondered how the Data Driven Marketer has evolved from the Don Draper of the early 90’s to the Data Jockey of today?

    As data becomes a more important part of marketing strategy the role, responsibilities and priorities of the data marketer has evolved. 

    Check out the infographic below for an infographic that illustrates the evolution of the data driven marketer - from their changing responsibilites, attitudes and facial hair! - courtesy of ValueClick's digital marketing, strategy analysis and consultation service MediaPlex.

    (Click for bigger image)

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    Tags: Data

  • Sunny and disruptive: Outlook for retail industry in 2013

    15 January 2013

    2012 has been a tough year for the high street, with retailers struggling to drive sales and many high street stores shutting their doors permanently. By contrast, the online high street saw resilient growth. In fact, the latest figures of the annual IMRG e-Retail Sales Index have revealed that online sales in November are up 18% from last year as the festive rush has encouraged consumers to reach into their digital pockets. So 2012 was a year of “Bricks vs. Clicks” but what will drive retail in 2013?

    Here are some thought starters or perhaps predictions for 2013:

    Mobile

    The ...

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    Tags: Mobile, NFC, Multi-platform, Data, Retail, M-commerce

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