The elephants to watch out for in 2016

I get the most interesting insights from questions my kids ask me about my work. Why? Because they know very little about big data or analytics, and the questions they ask are sometimes about things that I’ve taken for granted. Every time that happens, it reminds me that the questions you […]

Five steps to omni-channel marketing – step 4

As a customer intelligence adviser, my work exposes me to a wide range of organisations with various marketing challenges and available resources. One of the common themes that have emerged is omni-channel marketing as a business imperative. Changes in the ways customers engage with brands across an explosion of channels […]

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Event driven marketing – is it missing the customer drivers?

As we all know, marketing today is moving fast (although everyone was saying that in 2005, and will be in 2025!) Currently, one of the “accelerators” is that of digital marketing, with real time event driven campaigns being one of the latest mantras. For example when a customer puts something […]

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Retailers facing most unpredictable Christmas ever

Once upon a time, the festive countdown began when towns and cities switched on their Christmas lights. We all sat at home, eagerly waiting for Christmas adverts to debut. Retailers could plan based on the number of weekends left until Christmas. But last year, all that changed – the Black […]

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Data privacy can be a trick or treat

Marketers are walking a tightrope today with data privacy issues: Data can simultaneously bring customers and brands together and further drive them apart. Recent data breaches, potential changes in data-privacy legislation and regulations loom large as customer expectations concerning marketing data continue to rise. As a result, today’s complex data […]

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How localization helps retailers with millennials

Recently I read an article on National Retail Federation's "Halloween Headquarters" that 1 out of 6 millennials will dress up their animal for Halloween versus 13% of adults. With the rise in cat lovers and hipsters, I wasn’t surprised. I’m not going to lie, I once had a Pomeranian named Armani […]

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Optimization step 5: putting everything together

We have finally arrived to our last stop in this Journey Towards Direct Marketing Optimization. If you have read the entire series of articles, you are now ready to understand what optimization means and how to perform it. For those who have not read the previous articles, I suggest you […]

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Optimization step 4: setting the right boundaries

Over this blog series: “The Journey toward direct marketing optimization” I have covered all the topics that are part of the optimization process. As said before, however, the most impactful part in an optimization problem is to set the constraints.  If a company does not have any type of boundaries when selecting […]

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Optimization step 3: setting the goal

We are now in one of the most interesting stops in our journey towards marketing optimization. We have been talking about optimization on the assumption that we have an optimization goal, however, as strange as it might sound, companies do not always know the overall goal of their direct marketing activities, […]

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Gartner names SAS a Leader in digital marketing analytics

Digital marketing analytics has evolved over nearly two decades, per Gartner, and has beginnings with Web analytics developed to analyze server logs. Much has changed and a broader digital marketing analytics ecosystem has evolved into its own right, so Gartner saw the need to evaluate providers of digital marketing analytics solutions. In their inaugural Magic Quadrant for […]

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