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Showing posts with label data. Show all posts
Showing posts with label data. Show all posts
Monday, October 27, 2014

Google's Newest Tool: Consumer Barometer
This free tool will let users download customised data and market-specific information in order to help understand how individuals use the internet. Google describe it as a tool that will deliver "consumer insights to support planning and decision-making in a fast changing digital landscape".

They break it down into three areas;
  • The Multiscreen world - Aims to quantify and understand Internet usage and attitudes across various devices. The base of this section is the entire population, both on and offline.
  • The Smart Shopper - Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.
  • The Smart Viewer - Provides insight into people's recent online video use across different devices.
Data in the Consumer Barometer is collected from two sources; the core Consumer Barometer questionnaire, which focuses on the adult online population and the Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results. Data has been sourced from 50 different countries, involving over 150,000 respondents.

Snapshot of Multiscreen World in Consumer Barometer
Vertical sectors currently profiled within the Barometer include: clothing and footwear, home appliances, flights, hotels, cosmetics and groceries. New vertical sectors will be added on an ongoing basis as Google extends the insights. 

Verdict: Although the data presented is very basic, its great to have in a handy go-to place. If you're needing a quick answer to some online behaviour or trends, the Consumer Barometer is a way of finding information quickly in an easy to manage way.

Make up your own mind at: http://www.consumerbarometer.com/
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Tuesday, July 22, 2014

What are the hottest jobs in Marketing?


Data Translator

 With the current wealth of data available to brands and the huge emphasis placed on analytics it has created a demand for individuals that can connect these 'statistics' to 'decisions'. Without these middle man companies can find themselves overwhelmed with raw data, the 'Data Translator' utilises their strategic understanding to help form ideas and make relevant decisions as oppose to just sharing information.

 Mike Bugembe, Cheif Analytics officer at JustGiving, highlights the lack of these candidates who can work with data and also find the “nuggets of gold” to help a companies strategy. “The difficulty is finding one individual who can cover both spectrums,” he added.

 Examples: Diageo and JustGiving

 What you need: Ability to analyse marketing and other data and then clearly explain to a business what the findings mean. Have a background in analytics combined with a more ‘human’ role, such as school governor.

 Digital Media Planner and Buyer

 BIA/Kelsey, media advisers, forecast that advertising revenues for social media platforms will reach $17 billion by 2017. Although the demand for app developers is obvious, its the digital media planners which is also seeing huge growth. While the traditional media planner is somewhat a one-person department (or just a name on a list of approved outsource vendors), the digital media planner and buyer might be part of a department in the making.

 Examples: iCrossing and Honda

Master Storyteller

 Content, Content, Content! One of the buzzwords of the last 18 months, the focus on content as a marketing tool has created a number of roles; one of which is the "Master Storyteller". It is becoming more and more common to see brands trying to immerse their customer in brand stories. The role of the Master Storyteller is to create a consistent story that represents the brand and its values through multiple marketing channels.

 Example: Cystic Fibrosis Trust

 What you need: Be a great content strategist and know how to execute it across multiple channels. Former journalists who can apply their experience to a business will do well.

 Digital All-Rounder

 Digital experience is becoming an essential part of all marketing roles now. Although having a specialism is still very important, we're now seeing more brands demanding a general understanding of digital practise as a minimum requirement. This is not surprising when Accenture's recent study forecasted that digital will account for 75% of marketing executives budgets within the next five years.

 Martin Riley, CMO of Pernod Ricard, agrees that digital experience and understanding should be integrated into all marketing roles. “As we define the marketing roles of the future, we can take general roles and specialist roles as a basis but we need to encourage specialists to gain a broad understanding of the business and the commercial aspects of what marketing is seeking to achieve overall, and to encourage generalists to gain a deeper understanding and hands-on experience of generating insights, innovation and creativity,” says Riley.

Example: Marks and Spencer and Pernod Ricard

 What you need: Be either a digital native or a brilliant marketer with solid knowledge of SEO, analytics and mobile.

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