It’s hard to overstate the important of context. It provides clues when you are looking for answers, it provides texture and nuance to a story you might be telling, and it provides meaning to what might otherwise be random facts by revealing the connections between them. In the case of
Adversarial relationships make for wonderful stories. Why? Because we can relate to them so well. It’s human nature to clash with rivals - cat fights, turf wars, even sibling rivalries reliably sell magazines and fill cinemas and theaters. But are they good for business? Of course not, especially not if the
Developments in advanced analytics, data visualization and processing power are opening new doors to solve big data marketing problems. Most notably, the time horizon on our perspective has broadened into the future by progressing From descriptive analysis (What happened?) To diagnostic analysis (Why did it happen?), To predictive analysis (What will happen?) and then To prescriptive
Knowing if your campaign is successful and why is not as easy as it seems. Even in ideal conditions, there are plenty of factors beyond your control, such as competitive action, sales investments, product quality, and customer-specific issues. Digital channels have added layers of complexity, while also providing the means for
Fan loyalty is everything in the sports business. So when Major League Soccer (MLS), the top flight pro soccer league in the US and Canada, wanted to deepen customer engagement, it started by getting a better understanding of its fans. MLS wanted to reach out to fans with personalized information that
When you value something, it’s worthwhile. It’s desirable, important or useful. An activity that’s worthwhile is one that creates value in some way, and therefore should be safeguarded. That’s the premise behind a landmark study commissioned by the DMA's Data-Driven Marketing Institute called, The Value of Data: Consequences for Insight,
The following post originally appeared on the DMA Advance blog, republished here with permission and gratitude. It was written by Stephanie Miller, VP at DMA and Chair of the Program Committee for their conference, NCDM13: Where Marketing Meets Big Data. The secret glue between IT and marketing departments is big data.
The value of big data has less to do with the sheer quantity of the data, and is more about an opportunity to take a new view of the world. That's the thought that Viktor Mayer-Schonberger, the Oxford University Professor known for his expertise on big data shared in his keynote session at the
Stephanie Miller at The DMA is challenging marketers to see data differently. In her most recent blog post in the See Data Differently series of the DMA Advance blog, she spotlights the pivotal role for marketing of the Chief Data Officer. By describing the work and perspectives of Todd Cullen,
The recent uptick in buzz around Hadoop caught my attention, and as always, my what’s-in-it-for-me filter kicked in, so I started sniffing around. It turns out that Hadoop brings some big advantages to the world of data that we marketers depend on so much, and as a result, I think
