Tapping overlooked marketing data to drive business growth

marketing
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Researchers from University of Houston, Columbia University, Emory University, and University of Connecticut published a new paper in the Journal of Marketing that reviews factors that contribute to the disconnect between the data companies create and the productive use of that data.


The study, forthcoming in the the Journal of Marketing, is titled “Capturing Marketing Information to Fuel Growth” and is authored by Rex Du, Oded Netzer, David Schweidel, and Debanjan Mitra.

Digital home assistants and wearables have become more popular than ever, collecting detailed information from consumers. In addition to the data explosion, the public offerings of Palantir and Snowflake highlight the rise of companies focused on big data analytics. Yet, despite enterprise leaders’ and researchers’ optimism in the potential that data holds, there is still a disconnect between the volume of data created and the ability of organizations to harness that potential to

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Marketing trends wake up call

There is never a dull moment in the world of marketing technology. Between new technology solutions, acquisitions, constant updates, and more, it isn’t easy to track things. And there is no sign of things slowing down. Scott Brinker, VP Platform Ecosystem at Hubspot and Program Chair for the Martech Conference, shared the five trends in martech at the latest Martech Conference, and it’s enough to make any marketer dizzy.

Five martech trends to track

In his keynote address at the conference, Brinker outlined what he’s seeing as the key trends that will lead us in the next decade:

1. No-code and the democratization of technology. We already see no-code, low-code platforms in organizations today, but Brinker said there will be an explosion of tools that let non-tech people create things like landing pages, websites, applications, interactive content, forms, and more. The bulk of the tools we see in this

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Four Important Habits Every Marketing Entrepreneur Should Implement When Leveraging Software

CEO of Chiropractic Advertising. Expert digital marketer, John C. Maxwell certified coach, speaker, & international philanthropist. 

It’s important that entrepreneurs, especially those in marketing, don’t shy away from software that can make them more competitive. There are many online software options entrepreneurs should embrace to help grow their business. This includes tools to help with lead generation, task automation, prospect nurturing, customer relationship management and countless other aspects of business management and growth.

As valuable as these tools are to your business, it’s important to continually evaluate the tools implemented. By routinely evaluating software choices, marketing entrepreneurs can determine which ones are obsolete, which ones are yielding a good ROI and how to better leverage underutilized tools to maximize results.

Because of this, I have provided four habits entrepreneurs can start implementing to better utilize their current software choices.

1. Consolidate Your Tools When Possible

Paying for various

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Comcast RISE Awards Three Black-Owned, Small Businesses in Albuquerque with Marketing and Technology Resources and Makeovers

ALBUQUERQUE, N.M.–(BUSINESS WIRE)–Comcast Corporation (NASDAQ: CMCSA) today announced the first round of Comcast RISE award recipients — over 700 businesses will receive consulting, media and creative production services from Effectv, the advertising sales division of Comcast Cable, or technology upgrades from Comcast Business, based on the specific needs. This includes three small businesses in Albuquerque. In addition, 3,300 small businesses have already signed up to receive the Comcast RISE monthly newsletter, which will offer free marketing insights and resources.

Today, the next phase of Comcast RISE, the multi-year, multi-faceted initiative launched in October to help strengthen small businesses hard hit by COVID-19, opens up eligibility to include Black, Indigenous, and People of Color (BIPOC)-owned, small businesses. They can apply at www.ComcastRISE.com.

The recipients in Albuquerque include:

  • 9 Mile Tees Fast Screen Printing
  • Lotus Sound Bath
  • Trendz Beauty Supply

The first phase of Comcast RISE, which stands for “Representation,

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Comcast RISE Awards More Than 40 Black-Owned, Small Businesses in Houston with Marketing Resources and Technology Makeovers

HOUSTON–(BUSINESS WIRE)–Comcast Business today announced that 43 small businesses in Houston were recipients of Comcast RISE awards. The awards will allow these businesses to receive consulting, media and creative production services from Effectv, the advertising sales division of Comcast Cable, or technology upgrades from Comcast Business based on their specific needs. The news is part of Comcast’s broader announcement of more than 700 businesses that were selected as winners in the first round of Comcast RISE. Recipients in 285 cities in 29 states include a diverse roster of small business from restaurants and salons, to professional services and retail shops.

Today, the next phase of Comcast RISE, the multi-year, multi-faceted initiative launched in October to help strengthen small businesses hard hit by COVID-19, opens eligibility to include Black, Indigenous, and People of Color (BIPOC)-owned, small businesses. They can apply at www.ComcastRISE.com.

“What an honor to have been selected

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AppsFlyer Exceeds $200 Million in ARR and Sets Its Sights on Shaping the Future of the Marketing Tech Stack

SAN FRANCISCO–(BUSINESS WIRE)–Nov 24, 2020–

AppsFlyer, the global attribution and marketing analytics leader, today announced Salesforce Ventures joined its roster of investors in a late stage extension of its $210 million series D round led by General Atlantic earlier this year, to continue its velocity through product innovation with consumer privacy at the forefront.

As shifting privacy policies and regulations transform the marketing landscape, AppsFlyer has been experiencing increased demand for its expanding suite of products, including holistic attribution, marketing analytics, fraud protection, incrementality measurement, and customer experiences and engagement tools, while connecting app developers to more than 8,000 partners via its marketplace.

The AppsFlyer platform is rapidly becoming a core component in the most advanced marketing tech stacks. Ecosystem shifts and digital transformation accelerated by COVID-19 have fueled the growth of AppsFlyer’s groundbreaking solutions to meet the needs of marketers and app developers. These include innovative, privacy-centric attribution

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Critical Event Management Category Leader Everbridge Makes Key Appointments to Expand its Global Marketing and Communications Functions

  • Veteran marketing executive and MIT Sloan School of Management graduate Stacey Wu, former head of global marketing at security software leader Fortinet where she helped grow the company’s market cap from $5B to over $20B, joins Everbridge as Chief Marketing Officer
  • Three-time CMO and Harvard Business School graduate, Jessica Deckinger, who previously worked with major brands such as Humana, the National Football League (NFL) and JP Morgan Chase, joins Everbridge as Chief Communications Officer

Everbridge, Inc. (NASDAQ:EVBG), the global leader in critical event management, today announced two executive appointments focused on the expansion of its market-leading and global brand, as well as the continued international category creation for critical event management (CEM). Everbridge pioneered CEM and continues to innovate and grow the importance of the category which has taken on increased urgency due to the COVID-19 pandemic. Stacey Wu, former SVP of Global Marketing at Fortinet joins Everbridge as Chief

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Metigy gets $20 million AUD to making online marketing easier for SMEs



a man standing in front of a window: David Fairfull, CEO and co-founder of Metigy


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David Fairfull, CEO and co-founder of Metigy


David Fairfull, CEO and co-founder of Metigy

Metigy, a marketing platform created to help small businesses automate more of the decision making in their online ad campaigns, has raised a Series B of $20 million AUD (about $14.6 million USD). The new funding, led by returning investor Cygnet Capital, will be used to grow the Sydney, Australia-based startup’s international customer base, especially in the United States and Southeast Asia. Other participants in the round included Regal Funds Management, OC Funds, Five V Venture Capital and Thorney, plus returning

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Founded in 2015, Metigy is currently used by about 26,000 businesses and has channel partnerships with Google and Optus. About 44% of its customers are in Australia and New Zealand, while 26% are in Southeast Asia, and 22% are in the United States. The startup has raised AUD $27.1

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What’s Next For Entertainment Marketing

At the Nashville-based entertainment marketing agency FlyteVu, co-founder Laura Hutfless has a box seat for the shift from physical to digital campaign execution. I recently asked her to share her thoughts on these changes.

Paul Talbot: What sort of significant entertainment marketing innovations has the pandemic triggered?

Laura Hutfless:  Simply put, the pandemic accelerated the industry’s journey to digital and innovative tech solutions. The industry has quickly adopted livestreaming, augmented reality, virtual reality, virtual meet and greets and more. The shift was always inevitable, but Covid has officially transported the industry to a digital-first economy.

Talbot: Can we gauge to what extent the Covid pandemic has put the brakes on entertainment marketing?

Hutfless:  Traditional forms of marketing are not delivering the same results due to shifts in content consumption and the obstacles presented by experiential marketing. Brands are looking for innovative ways to reach consumers. The Covid pandemic has

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4 Digital Marketing Lessons To Scale Your Brand in 2021

Entrepreneur Kody White and success coach Bismarck Ebiweh share their insights about digital marketing in 2021 and beyond

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Perhaps it’s too early to say ‘business as usual’, but there’s no denying the fact that brands are slowly but surely putting the falls and fears of 2020 behind them. Leading entrepreneur Kody White and success coach Bismarck Ebiweh share their expertise on prominent digital marketing trends. With another year slowly making its way to us, they share with us five digital marketing lessons to help you scale up your brand in 2021.

Digital marketing trends for 2021

White pointed out the growing significance of UX

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