Tamara Littleton says, “Social media has dominated my working life since its inception. It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers. But now it’s time for the next step. Emotional analytics allows brands to connect with people on a deeper, more personal, level. Unlike sentiment analytics, which simply allocates responses into broad positive, neutral or negative categories, emotional analytics tells brands what people are feeling and why. This, I think,... [...]

Arliss Coates says, “In August 2016, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices. We sought to discover just how much analytics was contributing to business performance and where in particular analytics was making the biggest impact. Today we’re expanding on those insights with commentary from top marketers on the power of analytics. In this, the first of two long reads, we explore how analytics is revealing opportunities in a complex customer journey and what tactics are winning out. We’ll also be exploring its limitations... [...]

Allison Snow says, “Since 73% of companies understand the business value of data and aspire to be data-driven, but just 29% confirm that they are actually turning data into action – it’s not a leap to suspect that organizations are at risk of collecting data without deploying them in ways that support deeper customer engagement. This concept – linking insights to action – is an example of a mission-critical imperative that transcends client roles. Consider: In Combine Systems Of Insights and Engagement For Contextual Marketing, Rusty Warner sets the stage for marketers that... [...]

Ellisa Hudson says, “Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report, 46% of marketers cited “proving the ROI of our marketing activities” as one of the biggest challenge they face within their company. The trouble is, when most marketers hear ‘digital marketing analytics,’ they tend to think of the metrics you’d typically associate with a web analytics tool like Google Analytics — traffic, bounce rate, unique visitors, etc. While web analytics... [...]

According to Ben Davis , “Last month, Econsultancy published the Predictive Analytics Report, in association with RedEye. We’ve rounded up some of the findings of the survey report in an old-school infographic. N.B. Subscribers can download the full Predictive Analytics Report for further background and analysis. And for more from the report and on predictive analytics in general, see the following resources: – What is predictive analytics and how could you use it? – Four key trends in the use of predictive analytics – Expanding your marketing playbook with predictive... [...]

Shelley Kessler says, “As an email marketer, more is being asked of you today than ever before. On one side, your boss [and/or board] is demanding more in the form of direct revenue contribution. Data from The Relevancy Group’s most recent executive marketer survey highlights that you’re stepping up to that challenge. As the graph below indicates (Figure 1.), nearly one in four executives report that their email channel drives more than twenty-five percent of their overall revenue (astonishingly, this is nearly double the number who reported the same just two years earlier). On the other... [...]

Barry Levine says, “Focus groups, online questionnaires and standard video recordings are so — you know — last century. A new announcement indicates it may be time to add emotional analytics to your metrics. Major media agency MediaCom and emotion measurement firm Realeyes said today that emotional measurement will become a regular part of the agency’s content testing and media planning. Both companies are based in London. The Realeyes technology will now be integrated into MediaCom’s central content hub, so that producers and planners can regularly include emotion analytics in... [...]

Megan Conley says, “When I joined my agency, I had dealt with analytics before, as anyone in marketing and communications has, but I’d never been exposed to such an advanced level. Growing up, my father used to tell me stories of his pilot training in the Air Force where his trainer would wake him up in the middle of the night and ask him to recite checklists. It wouldn’t be beyond my boss to call me up at 3 a.m. to ask me the percentage of organic traffic compared to three months ago — and why it’s up or down. When I learned of the level of analytics knowlegde that I’d need... [...]

Diego Lo Giudice says, “Modern application delivery leaders realize that their primary goal is to deliver value to the business and its customers faster. Most of the modern successful change frameworks, like Agile (in its various instantiations), Lean, and Lean Startup, which inspire developers and development shops, put metrics and measurement at the center of improvement and feedback loops. The objective of controlling and governing projects to meet vaguely estimated efforts but precisely defined budgets as well as unrealistic deadlines is longer on the agenda of leading BT organizations. The... [...]

Ömer Artun and Dominique Levin says, “Propensity models, also called likelihood to buy or response models, are what most people think about with predictive analytics. These models help predict the likelihood of a certain type of customer behavior, like whether a customer that is browsing your website is likely to buy something. This helps marketers optimize anything from email send frequency, to sales staff time, to money, including discounts. For example: Online pet pharmacy PetCareRx has served pet owners for more than 15 years. It sells many products that customers have to reorder at... [...]