Get the most out of your marketing stack by unifying data sources

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When it comes to getting the most value out of data, successful companies take a practical approach, first defining their own data strategy and then determining the tools needed to get it done. A good example of this is Airbnb, which set their own data strategy and tools to help users more accurately price their home listings. Too often, however, companies fail to lay out a clear strategy, instead relying on the available tools to show them where they need to go. Unfortunately, these tools usually serve up packaged metrics with data that is too detailed and lacks cohesion.

The mobile marketing data landscape

marketing data landscape mobile

In VentureBeat’s The State of Marketing Analytics: Insights in the age of the customer, author Jon Cifuentes writes:

“Enterprises are stuck between fragmented data silos…There’s customer data, inventory data, log data, search data, reporting, analytics, CRM, session data, et. al – with different vendors supporting each. While “real-time” customer data sounds nice in theory, the actual process of broadcasting this information through the organization is time-consuming, expensive, fragmented, and frustrating.”

These cobbled-together sources and tools provide directional insight but don’t align with initial expectations, particularly as companies start requiring custom insights and metrics.  In fact, most companies quickly find themselves in exactly the situation they had hoped to avoid – working in increasingly complex systems with considerably higher non-value added workloads.

data silo

The challenge for companies is: how do you align your data vision with your unique acquisition, engagement and monetization strategies?

Purpose-built tools like app analytics, A/B testing, marketing automation, etc. have done a great job in recent years of allowing non-technical people to analyze data, run tests and engage users. However, since these tools were built for single-use cases and by separate companies with proprietary data stores, they have failed to address a core issue: the need to access the same user data in order to truly provide a personalized experience to each user.

Data-capture tools and user engagement tools also need to be integrated in order to provide a full picture of how changes impact the product downstream.  For instance, teams need to be able to apply user actions from app analytics to run A/B tests, which will in turn impact the user experience.

The path forward

The solution exists at the platform level: unifying data sources before applications are built on top of them, with a flexible 2-way structure that enables real-time integration between event and user data, at all levels in the stack, and not just based on basic pre-determined rules with segmentations on top.

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This type of structure makes it possible for events to be enriched by boundless user attributes (user state) and enables contextual analytics.  This, in turn, produces a robust targeting framework, because now the user state can be updated in any manner, in real-time.  For example, Glassdoor utilizes this methodology to deliver real-time dynamic notifications of job alerts to users based on their prior behavior when browsing the Glassdoor website.

While many marketing vendors are fighting to define themselves as integrated or unified marketing platforms, most still need to reach deeper down the stack and unify product and marketing tools with data tools at a platform level.   Because they refer to the same data source, there will be no discrepancies between insights and actions.  For example, segments defined for analytics will maintain the same properties in A/B testing or content delivery.  Applications developed on top of unified data platforms will be inherently more flexible and manageable.

From VentureBeat

Omniata is coming out of beta on September 24th!  You can reach us at [email protected] to learn more. Though just coming out of beta, we’re already tracking 300 million monthly active users, 2 billion events per day, and handling over 17,000 requests per second!

Alex Arias is the CEO and cofounder of Omniata, a unified data, analytics and user engagement platform.  For more than 10 years, Alex has been an entrepreneur and driver of innovation in digital services, working previously at Digital Chocolate and EA.  He’s been helping companies define their own Data Value Journey since cofounding Omniata two and a half years ago.


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5 tips for running your first influencer marketing campaign

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This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.

The rise of social media has given consumers more power than ever before, arming them with a platform where they can engage brands in real time. This has created a shift in marketing. While traditional tactics involved pushing out brand content with little focus on creating conversations, new campaigns tap influencers to engage with consumers and create brand loyalty among them.

In spite of the positives, the rise of influencer marketing has also led to many questions, like how to select the right influencer agency or measure ROI. Here are the five most important things to know before you begin your first influencer campaign Read more…

More about Influencers, Branded Content, Business, Marketing, and How To


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Buy.com® Names Online Retailing and Channel Veteran Chief Marketing Officer

Buy.com® Names Online Retailing and Channel Veteran Chief Marketing Officer
Prior to these posts, he held director and senior group manager positions in product marketing, partner programs and reseller marketing during his decade tenure at Ingram Micro, the world's leading global technology distributor.
Read more on MarketWatch (press release)

Grammy awaits okay for 3G
The state telecom enterprise plans to create three MVNO categories: strategic partners, conventional MVNOs and resellers. "We plan to become a 3G reseller for TOT, pending the state's approval," said Mr Premon. Under the group's MVNO concept, …
Read more on Bangkok Post

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Tricks for locating a reliable affiliate publisher network

Once reserved for that smaller community of internet-elite, affiliate marketing and advertising is turning out to be more broadly acknowledged as a legitimate, profitable supply of income from the comfort of the residence. Very basically, affiliate advertising consists of an individual becoming rewarded (generally in commission) for promoting a enterprise or product on the web. No matter if the commission is really a portion of a sale or perhaps a fixed quantity, in common the customer follows a link developed by the individual affiliate (otherwise identified like a ‘publisher’) and then completes a sale or delivers their personal data, depending on what the corporation is interested in.

Once reserved for that smaller community of internet-elite, affiliate marketing and advertising is turning out to be more broadly acknowledged as a legitimate, profitable supply of income from the comfort of the residence. Very basically, affiliate advertising consists of an individual becoming rewarded (generally in commission) for promoting a enterprise or product on the web. No matter if the commission is really a portion of a sale or perhaps a fixed quantity, in common the customer follows a link developed by the individual affiliate (otherwise identified like a ‘publisher’) and then completes a sale or delivers their personal data, depending on what the corporation is interested in.

An affiliate network (sometimes referred to as a publisher network) serves to generate an less difficult line of communication between the businesses that wish to take part in affiliate programs to advertise their business enterprise, along with the real affiliates themselves. Affiliate networks offer a mutually beneficial romance for both affiliates and merchants. For that affiliates, there is usually no charge or a modest original membership fee to turn out to be a member, and the network provides a comfortable method to participate in numerous affiliate programs even though easing the payment approach. Merchants are usually charged a proportion of what they pay the affiliates, but have entry to a large variety of affiliates they would not usually be privy to.

A CPA network (cost per action) is usually run by affiliates with the potential to create substantial amounts of volume to get a merchant by means of the traditional strategy of affiliate networks. Because of their large volume, the merchants present them a greater commission per sale or lead. The CPA networks then use this to encourage affiliates to advertise a item via them, as opposed to straight by means of the merchant. For your affiliates, this signifies a greater commission, and for that CPA network, it compounds their potential to create volume for the merchants.

Publisher networks are often an extremely lucrative means of creating revenue even though basically working for yourself. It is often applied like a side-project though you transition from a normal 9-5 occupation, or as your sole source of earnings. The advent of working on the internet gives you a really distinctive position chance, which may find the money for you the potential to travel although operating for your self, be a stay-at-home parent as well as a supplier, or fulfill any number of your personal dreams which are considerably harder when you operate in an workplace. As with something commission based mostly, affiliates must ensure they are operating having a respected network having a background of paying out in full and on time.

Web-sites for example envyusmedia.com have an established, helpful line of communication between the network along with the affiliates, facilitating a advantageous and trustworthy connection for both parties.

affiliate network publisher network affiliate marketing

Helpful Advice For Using SEO In The Uk To Increase A Website’s Ratings

SEO in the UK is often something lots of people want to know more about. Such things as putting keywords into each article on a website and setting up links to and from other websites can greatly increase a person’s rating on the search pages. Regularly putting up new content that is interesting can also help boost a sites importance and bring in more traffic.

SEO in the UK is often something lots of people want to know more about. Such things as putting keywords into each article on a website and setting up links to and from other websites can greatly increase a person’s rating on the search pages. Regularly putting up new content that is interesting can also help boost a sites importance and bring in more traffic.

Seo – search engine optimisation – is one of the main ways a person can help increase traffic to his or her website. A key way to get a website recognized can be by putting relevant keywords in the articles on the site. When an article has keywords that are related to what it is about, Google and other search engines are more likely to know what the website is about, and consequently list it under the correct page on search pages. Also, these keywords will appear in the short description of a web page that is seen on these web searches.

One way that often makes a website seem more important to search engines such as Google is when a site has many backlinks from relevant articles elsewhere on the internet. A good way to achieve this can be to write or rewrite articles and send them to article directory sites with a backlink to the site. This may also increase a person’s traffic from people clicking the on the backlinks.

Over time, the more content that is written for a specific website the more important and relevant it may appear to be to the search listings. Also, this can give people more chance to stay on the site and perhaps to return too.

When a person gets links from other sites or blogs that share similar content, this can be a decent way to for a site to get higher in the ratings. This is because the engines may then be able to see that other like-minded websites see the site’s content as interesting and useful.

Sending outward links that take a person to other sites of authority or similar content can also be important in getting a site recognized by the search engines. Again, this shows what the website is most likely to be about to the search engines and may help the website to get listed higher up on the right Google or other searches.

Often regardless of everything else, the main thing that many people try to aim for when attempting to optimize their site to get it to the top of the search pages is to write quality pieces of work. Even though a person needs to put things such as keywords into his or her articles, if the writing appears like spam and is overfilled with boring content, both the readers and search engine-bots are likely to ignore the site. On the other hand, good content can lead to a site being listed by the search engines and an increase in viewer traffic.

Doing SEO in the UK may seem difficult at first, but by following a few steps which have worked for many people, one can boost search ratings and thus get more traffic to ones site. These steps can include producing lots of interesting articles that have keywords in them, having outward and incoming links to ones site, and posting articles/rewrites with backlinks to article directory sites. Doing these things can help boost a person’s website in the search pages and increase traffic.

Get exclusive inside info on how to use SEO UK to increase a website’s ratings now in our comprehensive overview of all you need to know about simple search engine optimisation uk .

Get Help Before You Start A Small Internet Business

When thinking about starting a business these days, many people are under the impression that a small internet business is their best bet. Some people are even under the misguided impression that they’ll get rich quick. But serious entrepreneurs know that any business requires fortitude.

When thinking about starting a business these days, many people are under the impression that a small internet business is their best bet. Some people are even under the misguided impression that they’ll get rich quick. But serious entrepreneurs know that any business requires fortitude.

Clearly, anyone who thinks that doing business exclusively online is easy has never ventured out into the others to make their mark on the world. The good news is that there remain many opportunities to create income in an online venture. But people entering the playing field, for the first time, need to invest in protective gear.

Some online businesses look so easy, you wonder why you haven’t done it yourself. But often the reality is that a successful ‘looking’ website doesn’t necessarily adhere to ‘truth is advertising’. Claims of success may be exaggerated. An ether-based business is a business. Yes, people are making money and you can too! But when you hitch your wagon to this star, you’ll want to make sure that you have woven an adequate safety net.

The internet is always changing! It changes all of the time. Something that someone “discovers” here for the first time, can certainly be years-old news to someone else. Highly tuned tools and applications are available to almost anyone who wants to engage in the process. Even if you have no coding background you can build a website. But keep in mind that just because you ‘can’ do-it-yourself, doesn’t mean you “should”.

You’ll need to identify if you’ll be building your own website or if you’ll be hiring a webmaster to create and maintain your site. You’ll need to figure out why and if you’ll be blogging or joining social and professional communities. Who will be doing all of this work? It can’t all be you! You’ll need to invest in expert help from time to time.

So why would you possibly need ‘help’ in developing an online venture? Because, like everything else that spells ‘revenue’ there is a great deal of real work involved. Even if you loved building your site, you may have no clue how to promote if effectively and affordably. Chances are, you’ll need ‘expert advice’ at one or more phases of your business development and throughout its operational life.

You’ll need help. Deciding which type of help you’ll need will begin after you have developed your business and marketing plans for your small internet business. Find the right assistance and maintenance help up front and you’ll save yourself time, money and headaches. Having an online business is fun! But if you want to make money at it, you’ll need to take the process as seriously as any other ‘real-life’ business.

Starting an Internet business doesn’t require a lot of capital, but it does need patience and determination. A small Internet business will challenge you and give you a little extra income when you most need it.