|By Emily Mayfield||
|February 18, 2013 07:00 AM EST||
In an amusing article titled Thank Hillary Clinton (and leave your data too), authors Alexander Burns and Maggie Haberman reveal at what lengths some organizations will go to collect and expand their data. In recent weeks, advocacy organizations have bombarded voters with requests to send Hilary Clinton a virtual thank you card for her position as Secretary of State.
Underneath all the sincerity, these “thank you cards” are actually a means of grooming and growing data on target audiences. “The groups ‘thanking’ her this week say there’s nothing insincere about their applause for Clinton,” writes Burns and Haberman. “If they happen to be building their email lists and databases at the same time, that takes nothing away from [Clinton’s] status as a national political symbol…”
Big Data is slowly seeping into every facet of the digital (and political) marketing world. Marketers know they need data. They may even have the ability to collect the data, but the biggest obstacle marketers meet when confronting big data is: how do you leverage the data once you have it?
Last week, the Sales Engine marketing team sat through three days of meetings on goals, numbers, objectives, outcomes, actions, MQLs and SALs—all components driven and affected by data. At one point, it dawned on my boss to pose the question to the group: why don’t more marketing teams do this? Through recent research on Big Data, our team found a statistic claiming that 25% of retail marketing executives who were aware of Big Data and its relevance to retail had never considered the use of big data in a marketing organization (survey conducted by Edgell Knowledge Network). How can it be that top level executives are simply disregarding Big Data and its potential to advance their lead to revenue performance?
The team answered my boss with: “because it’s difficult”, “it’s time consuming”, and “people just don’t know where to begin”. Even here at Sales Engine, we—our corporate marketing team—depend on the same program managers who coordinate and run demand generation efforts for our clients. Furthermore, without our marketing automation platform (formerly Manticore Technology) we would not have the ability to track and obtain the data we need to make valuable decisions.
That is the hard truth about leveraging Big Data for marketing. It requires a significant change and upheaval to a traditionally intuitive program. “[Big Data] requires new tools, new skills and new ways of visualizing information,” writes Sharon Crost in her blog post, Unlocking marketing’s dark data: The Year of Big Data. “All this data needs to be crunched, and quickly.” With a growing need for the technology, skills and processes necessary to accommodate the invasion of data, marketing is getting seriously complicated. For those not willing or able to make the adjustment, competition is likely to surpass.
So, how do companies meet the demands of big data? Paul Rafferty, Founding Partner and CEO of Sales Engine International, provides his insight on this issue in his recent article, The Data that Binds. “More and more companies are recognizing the need for at least one marketer who approaches decisions from the perspective of a statistician,” Rafferty states. “If the existing budget does not provide for this type of talent, a review of resource allocation could be necessary.” Creativity and intuition alone can no longer suffice. Companies now require marketing efforts to prove value to the bottom line. To do that, marketers must be capable of using data to show a measurable process tracing marketing actions and resources all the way to revenue dollars. Big Data is at the core of that lead to revenue process. Companies must simply learn how to wield it.
Paul Rafferty, Founder and CEO of Sales Engine, was recently published in the January/ February edition of Texas CEO Magazine. View his entire article, The Data the Bind: Understanding the Intersection between the CMO and Big Data.
ThingsExpo New York is offering a limited time FREE "Expo Plus" registration option in New York. On site registration price of $1,95 will be set to 'free' for delegates who register during special offer. To take advantage of this opportunity, attendees can use the coupon code, and secure their registration to attend all keynotes, ThingsExpo sessions, expo floor, and SYS-CON.tv power panels. Special FREE registration givess access to all DevOps, Containers and Microservices sessions as well. Registration page is located at the ThingsExpo site.
Jun. 2, 2015 04:00 AM EDT Reads: 1,434
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Jun. 2, 2015 03:30 AM EDT Reads: 5,130
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Jun. 2, 2015 03:30 AM EDT Reads: 3,003
The only place to be Nov 3-5 is Cloud Expo | @ThingsExpo | DevOps Summit 2015 West at the Santa Clara Convention Center in Santa Clara, CA. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT, Big Data and DevOps companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic strategies that utility/cloud computing provides. Whether...
Jun. 2, 2015 03:15 AM EDT Reads: 2,310
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jun. 2, 2015 03:00 AM EDT Reads: 6,638
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
Jun. 2, 2015 02:00 AM EDT Reads: 3,648
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Jun. 2, 2015 01:30 AM EDT Reads: 3,306
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Jun. 2, 2015 12:30 AM EDT Reads: 2,894
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
Jun. 2, 2015 12:15 AM EDT Reads: 3,107
The basic integration architecture, as defined by ESBs, hasn’t changed for more than a decade. Most cloud integration providers still rely on an ESB architecture and their proprietary connectors. As a result, enterprise integration projects suffer from constraints of availability and reliability of these connectors that are not re-usable across other integration vendors. However, the rapid adoption of APIs and almost ubiquitous availability of APIs amongst most SaaS and Cloud applications are rapidly redefining traditional integration approaches and their reliance on proprietary connectors. ...
Jun. 2, 2015 12:00 AM EDT Reads: 1,017
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
Jun. 1, 2015 11:15 PM EDT Reads: 2,362
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it!
Jun. 1, 2015 10:45 PM EDT Reads: 1,278
Jun. 1, 2015 09:15 PM EDT Reads: 1,189
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jun. 1, 2015 06:15 PM EDT Reads: 5,858
“Connect2Me is basically a game changer in the IoT industry. We have created IoT connecter middleware that can enable a connection to any kind of device," explained Yasser Khan, CTO of Connect2Me, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jun. 1, 2015 05:15 PM EDT Reads: 3,199
DevOps Summit at Cloud Expo New York is offering a limited time FREE "Expo Plus" registration option in New York. On site registration price of $1,95 will be set to 'free' for delegates who register during special offer. To take advantage of this opportunity, attendees can use the coupon code, and secure their registration to attend all keynotes, @DevOpsSummit sessions at Cloud Expo, expo floor, and SYS-CON.tv power panels. Special FREE registration givess access to all Containers and Microservices sessions. Registration page is located at the DevOps Summit site. Your DevOps Summit registratio...
Jun. 1, 2015 03:45 PM EDT Reads: 1,383
SYS-CON Events announced today that MediaTek Labs will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. MediaTek Labs is a global ecosystem initiative supporting Wearables and Internet of Things device creation, application development, and services based around MediaTek chipset offerings. Developers can use the MediaTek LinkIt™ ONE development platform and the LinkIt ONE HDK to easily access the features and functions of the MediaTek MT2502 System on a Chip (SoC), with the goal of creating the next generation of MediaTek p...
Jun. 1, 2015 02:15 PM EDT Reads: 1,054
Imagine a world where targeting, attribution, and analytics are just as intrinsic to the physical world as they currently are to display advertising. Advances in technologies and changes in consumer behavior have opened the door to a whole new category of personalized marketing experience based on direct interactions with products. The products themselves now have a voice. What will they say? Who will control it? And what does it take for brands to win in this new world? In his session at @ThingsExpo, Zack Bennett, Vice President of Customer Success at EVRYTHNG, will answer these questions a...
Jun. 1, 2015 01:30 PM EDT Reads: 1,475
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption by amplifying "faint signals" from the alpha geeks who are creating the future. An active participa...
Jun. 1, 2015 12:30 PM EDT Reads: 1,894
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jun. 1, 2015 12:15 PM EDT Reads: 5,223