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Strengthening Predictive Analytics with Intent Data - MarTech Series

Strengthening Predictive Analytics with Intent Data - MarTech Series | The MarTech Digest | Scoop.it
A complete predictive analytics solution combines a sound understanding of your target market and multiple sources of intent data and real-time engagement data to accurately predict and target new accounts. Target market data includes current customer intelligence and lookalike modeling, plus firmographic data derived from organization characteristics and technographic data that looks at organizations’ current solutions to glean information about purchase behavior. Real-time engagement data comes from responses to various sales and marketing tactics, including direct mail, display advertisements, inside and field sales outreach, and email campaigns to help round the solution out.

Intent data can build on target market intelligence with first-party and third-party data by helping uncover the content research and engagement trends for solutions in your stack. This type of data includes first-party data such as website traffic monitoring that companies can already access internally, and can be an invaluable advantage for a predictive solution. True intent data incorporates third-party data such as intelligence from the B2B web, making it even more powerful as a contributor to a predictive strategy.

Combined, this internal and external intent data provides a framework from which sales and marketing teams can begin to characterize the accounts that make up their current and prospective customers. Intent data forms part of a solid groundwork from which a predictive customer acquisition strategy can build if it has broad coverage of the target market. Real-time engagement provides the final piece to a true predictive solution.
CYDigital/marteq.io's insight:

Strengthening Predictive Analytics with Intent Data - MarTech Series

 

And everything goes into a CDP.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset

7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset | The MarTech Digest | Scoop.it
1. Identify what’s important to record

2. Simplify the fields

3. Assign a department owner

4. Establish protocol for values

5. Regularly review for accuracy

6. List segmentation

7. Document
CYDigital/marteq.io's insight:

7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset - Forbes

 

The #1 way: combine it with 3rd party sources into a CDP for the most complete customer view to accelerate your ABM efforts.,

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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U.S. Firms To Spend Over $10 Billion On Third-Party Audience Data In 2017 & Even More On Third-Party Solutions To Use That Data - PRWeb

The IAB Data Center of Excellence and the Data & Marketing Association (DMA) have released “The State of Data 2017,” a study showing that U.S. companies will have spent $10.05 billion on third-party audience data in 2017 for advertising and marketing efforts. However, slightly more – $10.13 billion – will have been spent on third-party solutions to support its activation.

The research, compiled by Winterberry Group and based on an analysis of financial information provided by a range of the nation’s leading commercial data providers, estimates that of the money spent on third-party solutions, $4.3 billion is expected to be spent in 2017 on supporting data integration, processing, and hygiene. These types of services help maximize the accuracy and actionability of audience data, while providing contextual brand safety. Spending on hosting and management solutions is anticipated to hit $4.2 billion by end of the year. Analytics, modeling, and segmentation solutions are expected to take in $1.63 billion.

The study revealed that of the $10.05 billion expected in third-party audience data more was spent on Omnichannel than others, reflecting the value marketers are placing in reaching consumers on multiple devices: 
    Omnichannel ($3.53 billion)
    Transactional ($2.99 billion)
    Digital ($2.07 billion)
    Specialty ($0.88 billion)
    Identity ($0.56 billion)
CYDigital/marteq.io's insight:

U.S. Firms To Spend Over $10 Billion On Third-Party Audience Data In 2017 & Even More On Third-Party Solutions To Use That Data - PRWeb

 

The Data Economy in action.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Data Engineers Will Be More Important Than Data Scientists - Forrester

Data Engineers Will Be More Important Than Data Scientists - Forrester | The MarTech Digest | Scoop.it

"So, let’s look at how insight driven businesses are overcoming these issues. They take back ownership of data engineering and the computer science side of data architecture, management and governance. Data Engineers instrument data and analytics. They harness the strategy and investment plans of Data Architects. They enable analytics and data science. They adopt and activate data governance policies. They ensure data and analytic investment is getting its full return vertically and horizontally.

 

  • Want to accelerate data science – create a data engineering workbench.
  • Want to ensure data lake adoption – create a data engineering workbench.
  • Want to activate data and analytics in systems and processes – create a data engineering workbench.
  • Want to create consistency and reduce data risk – create a data engineering workbench."
CYDigital/marteq.io's insight:

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Dun & Bradstreet Launches Optimizer For Salesforce - Demand Gen Report

Dun & Bradstreet Launches Optimizer For Salesforce - Demand Gen Report | The MarTech Digest | Scoop.it
Dun & Bradstreet, a provider of commercial data, analytics and insights for businesses, has announced the launch of D&B Optimizer for Salesforce. The solution is designed to natively integrate Dun & Bradstreet data and data services into the Salesforce platform.

Automated data management
Enhances data for better decision-making
Real-time updates 
CYDigital/marteq.io's insight:

It's these types of updates that are critically important for ABM.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50

Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50 | The MarTech Digest | Scoop.it
60 per cent of enterprise B2B marketers are using a DAM but only 23 per cent are actively using a content marketing platform to support their editorial processes. Net, just over half even have a tool to managed their valuable content assets and a very small number have codified processes that happen in something more formal than an excel spreadsheet and email. 

Atomic content and personalisation is only possible if we, marketers, shift our mindsets, build some new skills and use the tools available to us to attend to the care and feeding of our content library.  A few months ago I wrote a very nerdy post about metadata and attributes. It sparked a lot of conversations about how hard it is to do this today. But trust me, it’s getting easier.  More tools – some CMPs and some re-imagined DAMs – are making it simpler to store and retrieve assets. The infusion of artificial intelligence (AI) into some of these systems will augment work done by marketers and creatives – taking the drudgery out of tagging and unlocking the value in our content – even making recommendations about which assets may work best for a given situation.
CYDigital/marteq.io's insight:

When you're considering the fuel behind personalization and AI, Excel ain't gonna cut it.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Mind the Gap: Why the Disconnect Between Marketing Technology and Data Hurts Customer Loyalty - eMarketer

Mind the Gap: Why the Disconnect Between Marketing Technology and Data Hurts Customer Loyalty - eMarketer | The MarTech Digest | Scoop.it
Companies believe they know their customers well because they’ve invested so much in gathering data. But consumers still feel like brands don’t know them as well as they should. That’s because there’s still data out there that companies haven’t captured, so the consumer feels like they’re not listening. Plus, even when companies do capture information, they don’t go the last mile to leverage that data and change the customer service experience. They don’t follow through in the application of the insight that they collect because there’s not enough feedback between the data stack and the marketing technology stack.

They’re overlooking certain pieces of data and therefore are not feeding them into their marketing technology stack. For example, our recent research shows that less than 50% of the companies we surveyed are using tools to analyze and implement social data, and that’s crucial.
CYDigital/marteq.io's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The Essential Elements of Predictive Analytics and Data Mining - Lynda

The Essential Elements of Predictive Analytics and Data Mining - Lynda | The MarTech Digest | Scoop.it

"A proper predictive analytics and data-mining project can involve many people and many weeks. There are also many potential errors to avoid. A "big picture" perspective is necessary to keep the project on track. This course provides that perspective through the lens of a veteran practitioner who has completed dozens of real-world projects. Keith McCormick is an independent data miner and author who specializes in predictive models and segmentation analysis, including classification trees, cluster analysis, and association rules. Here he shares his knowledge with you. Walk through each step of a typical project, from defining the problem and gathering the data and resources, to putting the solution into practice. Keith also provides an overview of CRISP-DM (the de facto data-mining methodology) and the nine laws of data mining, which will keep you focused on strategy and business value.


Topics include:

  • What makes a successful predictive analytics project?
  • Defining the problem
  • Selecting the data
  • Acquiring resources: team, budget, and SMEs
  • Dealing with missing data
  • Finding the solution
  • Putting the solution to work
  • Overview of CRISP-DM"
CYDigital/marteq.io's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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B2B Persona Research: Marketers Have the Highest Churn Rates - MarketingCharts

B2B Persona Research: Marketers Have the Highest Churn Rates - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Action: If you don't know your churn, assume 2.5% per month.

 

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Why Social Media Is the Best Thing to Happen to Marketing Automation [Infographic] - MarketingProfs

Why Social Media Is the Best Thing to Happen to Marketing Automation [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Are you using your marketing automation platform to its fullest capabilities and potential? If you're not including data from social media channels, you're missing out on leads - and sales.
CYDigital/marteq.io's insight:

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Three deadly marketing automation mistakes – and what to do about them - Marketing Tech News

Three deadly marketing automation mistakes – and what to do about them - Marketing Tech News | The MarTech Digest | Scoop.it

"

  • Not segmenting email lists
  • Focusing on selling instead of nurturing
  • Overlooking internal communication


An extremely common misconception about marketing automation is you only need to set it up and the platform will take care of the rest. There is A LOT more to it. Marketing automation is meant to cover nearly every aspect of your business’s online experience, from your website all the way to social media. It will get out of control in a hurry if you fail to keep frequent tabs on your campaigns. And that needs people from all departments to manage tools and communicate results with one another."

CYDigital/marteq.io's insight:

A broader view: Not just segment lists, but actively manage your data.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How B2B Marketers Leverage Data to Target Buyers - eMarketer

How B2B Marketers Leverage Data to Target Buyers - eMarketer | The MarTech Digest | Scoop.it
A March 2016 survey of B2B marketers worldwide conducted by Dimensional Research for Progress found that 70% of respondents use big data, historical information and predictive analytics to improve their marketing effectiveness. Furthermore, April 2016 polling by Regalix found nearly four in 10 B2B marketers said a key benefit of marketing analytics is identifying precise customer needs.

CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Survey: 48% Of B2B Marketers Leverage Third-Party Data For ABM - Demand Gen Report

Survey: 48% Of B2B Marketers Leverage Third-Party Data For ABM - Demand Gen Report | The MarTech Digest | Scoop.it
B2B marketers are finding that third-party data has a positive impact on identifying prospects within target accounts, according to a study published by Openprise, a data automation solutions provider.

The 2017 B2B Data Market Industry Report, which surveyed 175 U.S.-based B2B marketing professionals regarding their use of external data, found that 62% of B2B marketers surveyed use third-party data to identify contacts within target companies. Of those marketers, more than half (52%) said it’s useful when identifying new target companies.

Of note, less than half (48%) of marketers surveyed leverage third-party data for their ABM efforts. This outcome is perhaps a reflection of the fact that ABM practices are still gaining widespread adoption.
CYDigital/marteq.io's insight:

A necessity.

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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4 Data Enrichment Tools for Lead Generation | TechnologyAdvice

4 Data Enrichment Tools for Lead Generation | TechnologyAdvice | The MarTech Digest | Scoop.it
Up to 6.5 percent of your marketing/sales data loses validity every month. Data enrichment tools help solve this problem without manual efforts.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Marketing data integration: Don’t neglect the fundamentals - VentureBeat

Marketing data integration: Don’t neglect the fundamentals - VentureBeat | The MarTech Digest | Scoop.it
  • Collectively exhaustive: Your connectivity layer should be “fit for purpose” for powering your entire stack, not just a component of it. 
  • Low maintenance: Your connectivity layer should eliminate, or at least minimize significantly, the overhead associated with maintaining third-party APIs. 
  • Open: Your connectivity layer should be partner and channel agnostic.  
  • Flexible: Your connectivity layer should be able to “translate” in order to support all of the various schemas utilized by each of the endpoints across your marketing stack. 
  • Secure: Your connectivity layers needs to be secure and reliable from end to end. 
CYDigital/marteq.io's insight:

We don't see it yet, but a performance monitoring device that covers the integrated stack is needed. Software-based.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Why Marketing's Data Skills Gap Isn't as Bad as You Think - CMSwire

Why Marketing's Data Skills Gap Isn't as Bad as You Think - CMSwire | The MarTech Digest | Scoop.it
Some 72 percent of those surveyed said they hoped to acquire data analysis skills within the next two years, and 65 percent agreed that data management is more vital than other skills including web development, graphics design and search engine optimization.

McKinsey has predicted that as of this year, the demand for data scientists will be 60 percent larger than the supply. That’s a pretty dire scenario, right? The good news is that all this talk of data scientist shortages and marketing skills gaps overlooks the improvements made in technology which simplifies data processing and automates many of the data analysis tasks traditionally reserved for fully fledged data experts. 

Such technology will fuel the rise of what some are calling the “citizen data scientist.”
CYDigital/marteq.io's insight:

Democratization of Data is more like it.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Poor Marketing Data Costs Online Businesses $611 Billion Per Year - cognitiveSEO

Poor Marketing Data Costs Online Businesses $611 Billion Per Year - cognitiveSEO | The MarTech Digest | Scoop.it
An in-depth study on how poor marketing data can affect everything from your digital marketing strategies to your conversion rates.
CYDigital/marteq.io's insight:

I've scooped only the outline to this well-researched study. Moral of the story: clean it as often as your bathroom.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Study: Marketers invest with focus on data, not platforms - MarketingDive

Study: Marketers invest with focus on data, not platforms - MarketingDive | The MarTech Digest | Scoop.it
  • A new report from eMarketer on marketing technology found that companies are shifting their focus away from tech and toward data when looking at marketing platforms. 
  • The reason for this shift is marketing tech is now an established part of managing the business and there is more value in utilizing data for personalization and other customer-centric marketing activities, according to report author and eMarketer analyst Nicole Perrin.
  • The report points out that marketers are realizing that data is central to the marketing technology ecosystem.
CYDigital/marteq.io's insight:

Love reading things like this.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Marketing Tech Shift: It's Data, not Platforms - eMarketer

Marketing Tech Shift: It's Data, not Platforms - eMarketer | The MarTech Digest | Scoop.it
As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift away from their initial focus on platforms, and to focus instead on data.

“The spotlight is on data because of customer expectations,” said eMarketer analyst Nicole Perrin, author of a new report on marketing technology. “Customers expect marketers to provide a personalized brand experience across channels.”

When marketers are surveyed about what they hope to gain from adopting marketing tech, “data” is one common response. This might seem like circular logic, but data—specifically, customer data—is the undisputed center of the marketing tech ecosystem.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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3 Reasons Why Operational Modern Data Management Outperforms CRM | icrunchdata

3 Reasons Why Operational Modern Data Management Outperforms CRM | icrunchdata | The MarTech Digest | Scoop.it
Siloed and fragmented data across operational systems causes a multitude of problems, including, but not limited to:

  • Inefficient operations due to manual processes and manual data reconciliation
  • Incorrect orders due to poor customer or product data, leading to costly rework
  • Revenue loss due to wrong discounting or a poor understanding of customer entitlements
  • Compliance risks by not enforcing regulatory requirements for handling certain customers or products
  • Poor sales effectiveness, as professionals must hunt for customer information, what product(s) the customer currently has and what they need
A modern data management approach helps:

1. Establish data integrity and accuracy

2. Provision data in context

3. Be flexible and agile
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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How Are Marketers Improving Data Quality? - MarketingCharts

How Are Marketers Improving Data Quality? - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Cheap data: You are about to get so much better at marketing - Marketing Land

Cheap data: You are about to get so much better at marketing - Marketing Land | The MarTech Digest | Scoop.it

"Abundant data is better data. Everything about it is more delicious. Here are the trends in the kinds of data we are using to drive our businesses.

  • From smaller samples sizes to larger sample sizes
  • From self-reported input to behavioral input
  • From less-recent to more-recent data
  • From data collected at one point in time to data spanning months and years of data
  • From periodic to real-time collection
  • From qualitative to quantitative data
  • From strangers to prospects and customers"
CYDigital/marteq.io's insight:

No. More. Excuses.

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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Five Key Elements For A Big Analytics Driven Business Impact - Occum's Razor

Five Key Elements For A Big Analytics Driven Business Impact - Occum's Razor | The MarTech Digest | Scoop.it
Not every company can afford to have full-time people dedicated to analysis. Hence let me make optimal recommendations for three types of companies.

If you are a handful of employees small business, here's your balance between data capture, data reporting, data analysis: 05 | 20 | 25.

You are a small business, I get it, you only have a part of one resource dedicated to data. No problem. Ensure that part-time resource is spending their time with a 05 | 20 | 25 balance. At your size, you'll still win with data.

If you are a numerous employees medium sized business that is growing at a ferocious pace, here's your DC | DR | DA balance: 10 | 25 | 65.

Lastly, if you are a massive employees corporation here's your DC | DR | DA balance: 15 | 35 | 50.
CYDigital/marteq.io's insight:

Great guidance. For a full understanding, please CT.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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Salesforce Tells You Why to Consolidate MarTech Data (via BizReport)

Salesforce is one of the top platforms for businesses to gain and measure marketing tech data. However, many are still not consolidating that data, and this can make it difficult to truly understand how campaigns are faring. 
  • First, consolidation creates a single source of data truth
  • Second, Salesforce allows marketers to drill down into vital information
  • Third, working within the same platform creates a better alignment with sales
  • Fourth, a central data repository is more secure
CYDigital/marteq.io's insight:

And here's the obvious: how can anyone manage a business with different data sets??

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How Quickly Does B2B CRM Contact Data Become Outdated? - Profs

How Quickly Does B2B CRM Contact Data Become Outdated? - Profs | The MarTech Digest | Scoop.it
Sales - Some 7.5% of essential contact information in B2B sales databases become outdated within three months, according to recent research from Radius.
CYDigital/marteq.io's insight:

That's about right. But we recommend that you conservatively assume a 2-2.5% degradation rate for email addresses.

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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