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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Technology and language have a strange relationship. Technology pushes the limits of what we can do. Language lags behind, trying to explain what we’ve done.
For example, take “cross-channel management.” Or is it called database integration? Or multi-channel management? Or a unified customer database?
All these phrases strive to describe a similar technology — one in which a company centralizes all its customer data and makes it actionable. The vendors appear to differentiate themselves in their language and their features.
But marketing teams are reaching the limits of their databases and they need more than snappy jargon. They need clarity.
Nearly 90% of email marketers say integrating email data with other data is at least a “somewhat significant” challenge, according to the MarketingSherpa 2012 Email Marketing Benchmark Report, written by W. Jeffrey Rice, Senior Research Analyst, MarketingSherpa. And just last week, we published a case study about a credit union that replaced its database to push its email marketing forward.
To help clarify this topic, I spoke with Kristin Hambelton, VP of Marketing at Neolane. Neolane provides “conversational marketing technology” (which is another phrase you can add to the list).
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Trust is a large part of marketing. You know that. Customers will not spend their money with you if they do not trust you.
Few things can shatter trust faster than a major data breach, and data breaches are up this year. Once customers find out that their credit card numbers, addresses and birth dates have been compromised, say “sayonara,” because they’re leaving.
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