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Marketing Analytics adding heft to Digital Analytics

The worlds of Digital Analytics and Marketing Analytics have frequently led somewhat independent lives -- with the Digital Analyst spending time looking at digital channels (web/mobile/social), reading out metrics, understanding conversion rates, focused on conversion funnels, A/B and multi-variate testing and the like while the Marketing Analyst was more concerned with Survey Analysis, developing “What-If” simulators for product features and concerning themselves with ROI from campaigns.

There has been an inevitability in the growth in popularity of the digital medium even as more and more content was consumed through digital channels -- and quite naturally, the marketing and advertising dollars followed suit. This graphic from IAB captures this rapid growth:  Read More »

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Indoor Wi-Fi Location and Beacons: Better Together Part 2

wifibeaconLocation-based services have been getting a lot of attention lately and people are increasingly curious about how Wi-Fi and beacons play together in the hot space that is indoor location technology. In my last blog I reviewed how beacons work and how to differentiate when to use Wi-Fi and beacons. There’ve been some great questions about beacon technology and how it complements Cisco’s location-based Connected Mobile Experiences (CMX) solution, so I want to follow up on these topics with everyone.

What types of beacons are there?

Generally, there are two different classes of beacons: transmit only and backhaul enabled.

Transmit only beacons are exactly as they sound -- they simply transmit information to anyone that is capable of hearing (bluetooth enabled smartphones). They do not receive or pass any data or information upstream.

Apple’s iBeacon is the best example of this type of BLE beacon. You can think of them like the navigational beacons used by airplanes when on approach to major airports. The beacon doesn’t even know the plane is there, but the plane is aware of the beacon and knows where the beacon is allowing it to take the correct action. Same is true for smartphones and transmit only beacons like iBeacon -- the intelligence is located in the mobile application which must recognize the beacon and take appropriate action.

Backhaul enabled beacons generally include a Wi-Fi chipset for either management or data capabilities. Some backhaul enabled beacons are USB enabled and take advantage of whatever connectivity exists within the PC they are connected. Read More »

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Smart Companies Go Beyond Social Listening

Recently Sprinklr asked me how companies today are in trouble if they’re not keeping up with social disruption. Which led me to consider:  What makes a company smart when it comes to being social?

Answer:  Smart companies recognize three things…

Customers’ social expectations continue to rise. More and more consumers and B2B buyers are contacting brands through social media. Brands that fail to meet social expectations risk alienating a large portion of customers.

Offering social support to your customers brings valuable insight – and can help or hurt your brand depending on how you do it. Our customers give and get help from each other on social platforms. If you listen in and listen carefully, it’s a tremendous source of insight to provide a better experience and a better product.

The changing role of marketing means you can’t afford to ignore social selling. Recent ITSMA research shows 85 percent of B2B buyers use social media during the purchase process. Smart marketers begin discussions with buyers on their own terms and in the social environments where buyers seek information.

For more on this topic, please see my article in Sprinklr’s new Social@Scale Journal, available for download here.

Please share your thoughts in the comments section or via Twitter @KarMWalker

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Indoor WiFi Location and Beacons: Better Together

wifibeaconIn just two years, indoor location technology has taken off and attracted a lot of buzz across industries, from retailers to healthcare. But it’s no longer a conversation about just Wi-Fi – the introduction of beacon devices, including iBeacon, has added a new dimension to location technology for IT and their line of business counterparts to grapple with on how to leverage it to better reach their customer base.

Some customers have been asking about beacon technology and how it fits in with Wi-Fi, so let’s start from the beginning:

How do beacons work?

Beacons are sensors that send out Bluetooth low energy (BLE) tracking tags.  These sensors can be placed around a venue, such as a store, and a mobile device can pick up the BLE signal and determine that it is in close proximity. When a mobile app is built off of this technology, it can be used in interesting ways to interact with the end user, such as notifying a customer of a promotion for an item they are close to.

I’m having trouble differentiating Wi-Fi and beacons. What do I need to know? Read More »

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Cisco GMCC Team – My Gratitude

I would like to personally thank the entire Global Marketing and Corporate Communications team at Cisco for the amazing work they do!

Because of their tenacity, creativity and dedication to elevating Cisco’s brand throughout 2013, I accepted the Marketer of the Year award for Brand Building on behalf of our team at last week’s Marketers that Matter awards ceremony in San Francisco.

This talented team continues to inspire me, but also our employees, our customers and our partners on a global scale. They have set the bar high for building a brand in an age of the empowered and connected customer, truly bringing the Internet of Everything to life.

Congratulations all around and my GRATITUDE! I am so fortunate to work with such a talented team.

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Check out the video below that was part of the winning nomination!

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