From data marketing to numerical storytelling, the legal considerations related to ‘cloud’ data, semantic search technologies and population dynamics, the various permutations of data are changing the digital game. Dennis Kibirev digests the MA’s Smarter Data event.
Author Dennis Kibirev
In addition to the usual suspects of ‘market share’, ‘customer retention’ and ‘campaign ROI’, Dennis Kibirev found that warm-and-fuzzies such as ‘lives changed’, ‘worthwhile causes supported’ or ‘communities improved’ were cited at the Marketing Association’s first Not-For-Profit event last week.
Whereas previously data analytics was confined to the laboratories of marketing research agencies, it is now becoming as commonplace in a marketing department’s arsenal of weapons as A/B testing and the now-ubiquitous brand blog. And a trio of New Zealand’s leading corporate marketers from BNZ, Farmers and Telecom shared their recent experiences of turning data interrogation into a competitive advantage at this year’s last DAN Dialogue event.
In the vacuum cleaner industry, the consumer perception is that a defining characteristic of a quality hoover is its low hum. This and other interesting tidbits related to audio branding were overheard during breakfast by Dennis Kibirev at the final presentation for the year organised by marketing research firm Ipsos.