"Once advertising becomes totally data-driven. advertisers are going to have to build their own data agencies or partner with data agencies. That's going to be a multibillion-dollar shake-up.”

Posted
AuthorPatrick Callahan

We read a ton about "Big Data Tools & Techniques" successful CMOs need to know. Our offices are littered with all the new tech jargon that bubbles to the top of the industry. Rarely do we read about the business challenges and decisions that need to me made first.

Here’s an article by John Kelly via eConsultancy that does just that. The article discusses fundamentals and decisions to be made first, rather than just the “big data” stuff. In summary: lead with strategy and the business decisions, and then get the data to inform your decision making. “The big five” techniques from Sandeep Sacheti, executive VP at Wolters Kluwer discusses are: A/B Testing; Net Promoter Score; Customer Lifetime Value; Recency, Frequency, Monetary Analysis; and Customer Wallet Estimation.  

Source: https://econsultancy.com/blog/67758-big-da...
Posted
AuthorDarren Mahoney

As the social data and analytics industry matures, new and innovative uses of the data continue to give us insight into industry and ourselves. A study published in Preventive Medicine in October, demonstrated that, combined with external data, Yelp could be used as a real-time surveillance tool to "provid[e] near real-time information on foodborne illnesses, implicated foods and locations."

Posted
AuthorPatrick Callahan