Machine learning will free up time to be more strategic with accounts in 2020

Data is giving us an opportunity to look at bigger picture decisions in our accounts rather than the day-to-day work we have been doing.

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Contributor and SMX speaker, Brooke Osmundson, explains how machine learning is changing our account work and why we need to be smarter about layering our campaign assets in 2020.

Below is the video transcript:

Hi, my name is Brooke Osmundson and I am the associate director of research for NordicClick Interactive. And today I want to talk about the top things that marketers should focus on the most for 2020.

The first thing I want to talk about is machine learning. It’s no secret that it is part of our lives right now, and part of your jobs. But what I’m thinking is going to happen is, it’s going to shift your focus on what you’re doing day-to-day within your accounts. We’re going to see less tactical pieces that we have to focus our time on. And it’s really going to help you be more strategic in your account. So with machine learning, what data can give you, what can it do for you to free up more of your time to start thinking more bigger picture and focus on those bigger picture decisions.

The second piece I want to talk about is audience layering on top of your campaigns with the differences in search or match types. You know they’re kind of not a thing anymore, so we’ve got to be smarter about layering on the assets that we have available to us in our campaigns in order to really reach our right customer based on what we know about them.

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New challenges ahead for attribution with the rise of intelligent tracking prevention

With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year.

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Contributor and SMX speaker, Simon Poulton, is focusing on intelligent tracking prevention (ITP) in 2020 because he believes Safari is going to present the biggest obstacle facing digital marketers from a measurable point of view in the year ahead.

Below is the video transcript:

Hey, I’m Simon Poulton. I am the vice president of Digital Intelligence at WPromote, and today I’m gonna talk about some of my thoughts about 2020 and the road ahead.

I think one of the biggest trends that we’ve seen in 2019 is actually the increased focus on user privacy. Obviously, we’ve seen lots of technology, but we’re also seeing some legislation around this space. Particular things like CCPA, we know that’s going to come in very early.

But I think the biggest thing facing digital marketers from a measurable point of view is the way intelligent tracking prevention. ITP is going to impact the way that we can handle attribution. And the way that we think about just the ability to measure across Safari.

It doesn’t sound like a big deal to a lot of folks, but we think that we’re going to see about 30 to 40% of data being lost for Safari users in the future, which is going make it really hard as we think about the future of, you know, should this be in these platforms. Where do we go from here? It’s a very hard decision to make for a lot of marketers.

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Businesses need to think differently about customer feedback data in 2020

Improving the customer experience and improve your business operationally means keeping up with the many ways customers communicate with you.

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Contributor and SMX speaker, Adam Dorfman, thinks the customer feedback ecosystem is going to play an even more important role in the coming year for businesses looking to improve operations and the customer experience.

Below is the video transcript:

Hi everybody, my name’s Adam Dorfman. I’m a director of product growth at Reputation.com and I’m going to talk about some of the trends and one big important trend that we’re seeing right now and that we think it’s going very much carry over into 2020. And that’s how up until recently, the way most businesses would think about how their business was doing was through the use of surveys and collecting survey data. Specifically, MPS being a metric that many businesses like to use to determine how well they were performing.

An example of an MPS question would be: On a scale of 1 to 10, how likely are you to recommend this business to a friend of yours?

And if it was an eight or higher, that was great. And if not, it was lower. And that’s still very helpful because you can ask your customers directly, after you know they visited your business and things along those lines, still a fantastic way to gage sentiment. However, it’s a very small part in all the places that customers, your customers, are leaving information about your business.

When you think of the customer feedback ecosystem, or the customer feedback economy, whatever you want to call it, there’s many, many places where information about your business is being left. And those could be on review sites. They could be on question and answer sort of sites like Google My Business Knowledge Panels, or the site Quora. It can be in forms. It can be messaging. It can be all sorts of different, all sorts of different places.

If you aren’t tracking all of those different places in the wild, where this information is being left either solicited or not solicited, more often than not, not solicited, you’re missing a huge opportunity in being able to understand what customers truly think about your business and how to improve your business operationally, to make a better business and to improve the customer experience.

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