Posts Tagged ‘data collection’

B2C Email Marketing: Consumers are fickle

January 29th, 2013

Looking toward the upcoming MarketingSherpa Email Summit 2013 in Las Vegas, February 19-22, I want to present some research on consumer opinions about email marketing conducted by Emailvision and YouGov.

The survey was conducted online in early November 2012 through the YouGov Plc GB panel involving consumers in the United Kingdom. Panelists received emails inviting them to take part in the research. The total sample size of 2,001 adults was weighted to be representative of all Great Britain (GB) adults (defined as 18+ from the UK panel).

To provide insight into what the research uncovered and to offer advice on what B2C marketers can take away from the results, I reached out to Leah Anathan, Corporate Marketing Director, Emailvision.

First, the results of the survey …

The YouGov and Emailvision research sheds light on the missteps marketers might be taking that can bring about brand resentment. After asking consumers for their opinions on marketing correspondence, the study found the following:

  • 75% reported they would resent a brand after being bombarded by emails.
  • 71% cited receiving unsolicited messages as a reason to become resentful.
  • 50% felt getting their name wrong was a reason to think less of the brand.
  • 40% remarked that getting gender wrong would have a negative impact.

With better segmentation and targeting, marketers can avoid these pitfalls; however, this is a challenge when consumers remain unwilling to give even basic information:

  • Only 28% indicated they would be willing to share their name.
  • Only 37% would be willing to share their age.
  • Only 38% would disclose their gender.

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Social Media Marketing: Data mining Twitter for trends, sentiment and influencers

August 21st, 2012

Data collection and analysis is a topic near and dear to most digital marketers’ hearts. Social media interaction is another topic that fits the same bill. What happens when you combine data mining with links shared on a social platform? Measurable and actionable insight that can inform your marketing planning and tactics.

Rishab Aiyer Ghosh, co-founder and Chief Scientist of Topsy Labs, took the time to explain to MarketingSherpa how marketers can mine Twitter for links, hashtags and topics to learn more about influencers, trending subjects and how your brand is perceived.

Data collection and mining is Topsy’s core business, and Rishab shares the types of data that marketers should be tracking on Twitter and what marketers can, and should, be doing with this social media information.

Eddie Smith, Chief Revenue Officer, Topsy Labs, will speak on this topic at the upcoming MarketingSherpa B2B Summit, August 27-30 in Orlando.

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