We’ve long promoted the principle of in-the-moment marketing. As data fast becomes marketing’s nucleus not only is the volume of available customer data exploding so is the pressure on analysts and engineers to move rapidly from information to insight. It takes a merger of artificial intelligence technology and predictive analytics skills to enable marketers to…

We’re still obsessed with email. Even if spray-and-pray email marketing is (thankfully) on life support, email is still the boss, the most ubiquitous form of communication and the most effective channel to market to existing customers and reach prospects. The stats bear it out. According to a 2018 Radicati Group study, there will be more…

Data privacy has huge momentum right now and consumers are well aware that their data has value. California Gov. Gavin Newsom has proposed that tech giants such as Facebook and Google, which make billions from using the private data of the state’s 40 million residents, pay them for the privilege. While Google doesn’t exactly sell…

Data is misinterpreted more frequently than you might expect based in part on need. Sometimes organizations oversimplify or magnify their problems. Sometimes, they’re too quick to act on what turns out to be insufficient or abridged information that doesn’t show the whole picture. Yes, the data doesn’t lie but that’s not the point: There are…

More than 90 percent of marketers and publishers plan to make audience data a primary and permanent asset of their enterprise strategy, according to a recent study by the Winterberry Group. It’s a striking figure. Yet less than 10 percent describe their organizations as “data-driven” although nearly half expect to reach that lofty status this…

Big Data’s omnipresence not only makes it easy for companies to believe they can readily collect it, but also unlock its secrets to expand their marketing to produce results. I’ve personally been using data-driven marketing techniques since 2002, developing marketing programs that were at the time new to the tech space. What I’ve seen is…

Modern B2B digital marketing often isn’t as neat and clean as it may appear. Today, the challenge is linking tailored messages to optimal contact timing. Since it’s no longer sufficient for us to be smart with data-driven marketing insights and channels, we must also be timely, or, in some circumstances, even immediate. As an overwhelming…

Effectively using data requires a building-block structure to know how, why and what to do with it. Knowing the best way to classify and build a structure to successfully use data in marketing is essential. Where do you begin? First things first—we need clean data. With clean, quality and accessible data, most businesses are ready…

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