Archive for August, 2017
How Analytics Changed Marketing’s Role at Dell
Video: At Dell, analytics have changed the role of marketing within the organization. Hear from the marketing team at Dell about how analytics have helped take Dell to higher levels of what a fully integrated marketing program should be.
Using Analytics to Reinvent the Ad Experience
Video: When Turner’s marketing team thinks about data, and analytics and technology, they come at it from a unique angle. They want to reimagine how the consumer experience with advertising can be made better through analytical insights. Join the Turner team as they talk about how they do that.
Growing Revenue with Analytics at Lenovo
Video: In a market that’s always going downward in terms of margins and hardware pricing, trying to go the other way is difficult. At Lenovo, the marketing department is defying the trend by using analytics to help grow revenue and customer contribution per visit.
DAC Essentials Series: A/B Testing Basics
When brands create new products or services – and the marketing plans to sell them – they often base their decisions on what customers tell them. But which is more important: What customers say? Or what they actually do? The answer, of course, is actual behavior. And therein lies the power of a track-tested marketing measurement technique […]
How Analytics Help Hilton Delight Its Customers
Video: Hilton Worldwide is using analytics to help the hospitality company deliver increasingly personalized and exceptional experiences for its customers. Listen in as key members of Hilton’s marketing and analytics teams discuss how analytics are helping amplify and demonstrate impact.
Analytics at Pepsico: Going Beyond the Numbers
Marketing analytics specialists at Pepsico discuss how they take analytics beyond the numbers to look at the consumer point of view. Elevating consumer-focused analytics throughout the wider organization to tell the marketing analytics story has been crucial to telling the story of marketing’s true impact at Pepsico.
How Predictive Analytics Shift Power Back to Brands
For many years, the marketers made adjustment after adjustment to account for how customers have been gaining greater power and control over the purchase process. Today’s buyers – both B2C and B2B – are armed with unprecedented amounts of information and enabled with new digital technologies. For marketers, this changed everything. Instead of calling the […]
4 Ways to Spark Greater Analytics Adoption
A common measurement mistake that many companies make is that they spend big on marketing analytics but they don’t worry enough about how to actually apply insights across the organization. Increased spending must be matched by a commensurate effort of those analytics to drive better decision-making. McKinsey, for one, has framed the move toward greater […]
How Successful Analytics-Driven Marketers Stand Out
Brands are making major moves, upgrades and expansions into marketing measurement and analytics. For some, results have been stellar, with major boosts in marketing effectiveness, a clearer vision of how to use insights for decision-making and quantifiably prove marketing’s impact. But others struggle, due in part to a wide range of problems dealing with data, […]
Analytics Innovation at IBM
Video: IBM marketing executives discuss their approach to solving unique measurement problems, such as dealing with massive amounts of data stemming from programmatic programs, assigning value to various audience segments, and more effectively managing the marketing team’s time through the effective use of analytics.
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