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Analytics News & Analysis

Do Analytics Matter for B2B Marketers?

B2B marketers use analytics and gain value from them in their campaigns and marketing programs, a survey released today claims.

But earlier this year, another study claimed otherwise. It found only about a third of organizational projects include marketing analytics. And it further claimed there has been no significant gains for how marketing analytics contribute to a company's overall performance.

Who do you believe? Your call.

Today is ON24's day in the sun. The webinar-based marketing solutions provider based its findings on a survey distributed last month to 221 US-based B2B marketers experienced with marketing analytics. Redshift Research administered the survey and ON24 released the results today.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (18-Dec-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

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How Google Analytics Can Make Cross Device Marketing Easier

In an early post on tag management systems, I noted how these systems would provide a great flexibility in measuring customer behavior in the growing information anywhere and anytime environment. Laptops with Wi-Fi access have supplanted desktops in sales popularity, while mobile devices are as essential now as a wallet or purse. Consumers can access retailer information anywhere and anytime.

One driver of the growing need for cross device analysis is webrooming and showrooming, both retail-related activities stemming from holiday shopper activity during past few seasons. Webrooming is the retail customer behavior of researching products and services while in a store. It differs from showrooming, an in-store behavior in which customers compare prices and research features, leading to a purchase online.

Both trends signal the need to understand foot traffic that is likely to become web traffic, including traffic from customers researching products in the privacy of a home.

The fact is that it is critical to add an analytics solutions to accurately capture that traffic. And adding a User ID in a Google Analytics script captures the best cross device behavior to enhance a marketing strategy.

Is Teradata Buying its Way into Big Data Leadership?

Teradata is serious about big data. In fact, when it comes to Hadoop, it wants to be the one-stop shop for its large customer base. Aside from making its existing products more powerful and more capable, it recently strengthened its support partnerships with independent Hadoop distro providers MapR and Cloudera, and signaled a continued commitment to Hortonworks, which in now publicly traded as Nasdaq:HDP.

Today the company announced that it has purchase RainStor, a provider of patented Enterprise archiving solutions around Hadoop.

Using Benchmark Reporting In Google Analytics

Any coach of a sports team at the start of a season will tell you that he wants his team to reach the championship. Reaching that pinnacle means benchmarking your team’s performance.

In the digital marketing world, managers who use Google Analytics are starting to feel a bit more like a sports coach. In September Google introduced a new benchmark reporting feature for its Google Analytics solution.

This benchmark reporting enhances decision making on analytics results.

Who Will Pay for Your Digital Analytics Program Next Year?

Central marketing or digital organizations are not necessarily funding digital analytics programs anymore. At least this is what I see with our clients and in a sampling of digital analytics programs.

Instead, funds are coming from the potential consumers of the data, reports, dashboards, analyses and recommendations that compose the typical digital analytics program product and service set.

And this has significant implications:

  1. You need to be customer focused…not simply focused on analytics for the sake of analytics
  2. You need to make multiple business cases to continue to do the work you want to do
  3. You need to sell the value that analytics has to business units that may be comfortable with using their existing methods and vendors (wrong as this may seem)
  4. You need to compete for tight budgets against other service competencies in your organization or agencies from the outside

What's Next for Big Data? Predictions for 2015

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Some people believe it takes two full years for students to fully understand and master new concepts. The first year in the cycle, when a new concept is introduced, is considered a learning year. The following year is considered a growth and review year.

The thinking holds that while students technically learn about new concepts during the first year, it’s not until the second year that they can truly begin applying them in an active manner, one that displays measurable growth and development.

In many ways, the landscape of big data at the close of 2014 can be described in similar terms.

Generally speaking, 2014 was a learning year. IT decision makers across all verticals realized they could no longer ignore the changing landscape brought on by growth in the volume, velocity and variety of data. Investments were made and infrastructure was overhauled. After many years of pomp and circumstance, 2014 was the year big data finally become the infrastructure of reality.

How to Measure Facebook Fans from Device-to-Device

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Metrics are certainly important in comparing the performance history of a digital marketing campaign. But that comparison is getting harder as customers gain new ways to access online platforms and services.

Facebook has worked to ease that comparison for marketers. The popular social media platform announced a cross device reporting protocol, a means to assess performance of advertising across devices. The cross device reporting will enable marketers to see how people are balancing desktop, mobile and tablet before they make a conversion.

This new cross device solution enhances analytic strategies related to the social media platform.

Hortonworks IPO: Why It Has to Happen Tomorrow

2014-11-December-Wall-Street.jpgYou can bet that the folks at Hortonworks’ won’t sleep much tonight, instead they’ll likely be replaying and rethinking every move they’ve made as a private company and every aspect of their strategy. As the youngest of the three primary, independent, commercial Hadoop distribution providers, they’ve gone from saying that they wouldn’t be talking about an IPO anytime soon, to suggesting that it might happen in 2015, to secretly filing in August, to unveiling the filing last month, to setting the date for the actual offering -- it’s tomorrow.

What’s the sudden hurry?

As Gartner analyst Merv Adrian puts it, “There might not be a better time.”

And, at least in the near term, he may have a point. Unless it’s possible to go back in time, that is.

Q4/Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (10-Dec-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

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Apple, IBM Mega Deal Reveals First Offering

2014-10-December-The-Reveal.jpgIBM's 2014 has been all about partnering with consumer giants.

On the heels of its summer mega deal with Apple, enterprise software and hardware giant IBM struck a partnership with Twitter.

Today, IBM unveiled the first offering from that Apple deal -- IBM MobileFirst for iOS solutions. IBM's apps and cloud services mesh IBM’s big data and analytics capabilities to iPhone and iPad users in the enterprise. 

In reality, these IBM deals are enterprise-targeted, but the foundation is business giant meets consumer giant.

International Consumer Machines? ICM? Not quite, but in a year where IBM could use a boost, they're definitely turning to their consumer friends to boost their enterprise big data and analytics offerings. 

Wizeline Partners with Salesforce to Deliver Intelligent Product Data

The two-second product pitch for the year-old Wizeline data intelligence platform would be "a new way of thinking about product development."

That's how Adam Sewall, director of marketing and partnerships at the San Francisco-based tech company, sees it.

To boost its data-driven approach to enhancing products, Wizeline yesterday became part of the Salesforce Partner Program and announced the availability of its new Product Tracker application on the Salesforce AppExchange.

IBM Patents Make Data Centers Smart Enough to Handle IoT

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IBM has patented two techniques that use analytics to improve cloud performance and efficiency in the data center. These patents probably won’t be put into practical use for at least a few years, but their development is noteworthy. Essentially, they are part of IBM's plan to stay on top of data center performance demands and needs as the Internet of Things gets into full swing.

Hortonworks IPO: 9 Days and Counting

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Wow, that was fast.

Less than a month after Hortonworks unveiled the news that it confidentially filed its S-1 with the US Securities and Exchange Commission, it has set its expected IPO date for Dec. 12, according to Nasdaq. The offer amount is $96.6 million, with prices for individual shares set at $12 to $14. A total of six million shares will be made available.

Hortonworks is the first independent, commercial Hadoop provider to go public. Some believe that its IPO will be a bellwether for the $50.2 billion data-related segments (data management and data storage) of the enterprise software market.

Q4/Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (03-Dec-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

You're Invited: Website Redesign - Strategy First, Tactics Second

Join CMSWire and Ektron on December 16th for a one-hour webinar on defining your brand and retaining customers through your web presence.


> Register Now

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