On-Point Links: May 8

 In On-Point Links

This week’s top tech and marketing articles.

Updates in Video Marketing

No one disputes that video is a key component of any digital campaign, but it is still difficult to nail down the right channels to reach your audiences with video content.

Advertising Age: Google Says 46% of Web Video Ads are Never Viewed

“Most the time when a video ad goes unviewed, the viewer never even had a chance to decide whether to view it. Of the unviewed ads — not including the unviewed ones running on YouTube — 76% never appeared on the device’s screen or played in a background tab.”

AdWeek: Snapchat Debuts Video Ads for 2 Cents a View

“Snapchat wants companies to know its not just for millennials: Advertisers can find a home there as well…. The new ad offering creates a new way for Snapchat Discover publishers to generate revenue. “

Making Marketing Data Usable for Executives

Marketing executives are awakening to the need for advanced analytics to inform strategy, however, it is now more important than ever to make data insights meaningful and useful.

Gartner:  How Leaders Use Data in Marketing (with infographic)

“Not all digital marketers use data to their best advantage. The difference lies in where marketers’ stand in their evolution and sophistication on the digital marketing journey.”

“Gartner identified three segments from among 226 respondents in its Data-Driven Marketing Survey: embryonic (25% of respondents), intermediate (47%) and progressive (28%). Compared with others, progressive companies spend more than seven times as much on digital marketing analytics. They spend much more money than others acquiring and analyzing data, and they derive more value from it, both directly (by selling it) and indirectly (by distributing it throughout the organization and acting on it).”

CIO:  CIOs Must Partner with CMOs on “Insight Teams”

“Arms flailing in an ocean of customer data, panicky marketers need the CIO to throw them a life line. That is, they need to know what to do with the data.”

“Customer insights are the new currency in today’s digital world, yet too many companies can’t seem to produce them quickly enough. A big part of the problem is that everyone seems to be operating in silos and buying up technology independently of each other.”

The IoT is Changing the Way We Live and Interact

Internet of Things devices will provide an entirely new user experience and also a wealth of information about user behavior and engagement. Companies will have to scale up data management and analytics to capitalize on these insights.

Gizmodo:  The Information Age is Over. Welcome to the Infrastructure Age

“…the future of consumer tech isn’t going to come from information devices. It’s going to come from infrastructure.”

“Once you accept that the thing our ancestors called the information superhighway will actually be controlling cars on real-life highways, you start to appreciate the sea change we’re witnessing. The internet isn’t that thing in there, inside your little glowing box. It’s in your washing machine, kitchen appliances, pet feeder, your internal organs, your car, your streets, the very walls of your house.”

CMS Wire:  A New Frontier for CRM: the Internet of Things

“CRM will be at the heart of digital initiatives in coming years as enterprises look to create more targeted interactions in a multichannel environment.”

“The bottom line is that IoT is a big paradigm shift that is not only affecting the way people interact with objects and things but also the way customers interact with brands. The advent of connected technology continues to extend people’s expectations, increasing the level of sophistication that is now required to serve the new digitally savvy customer.”

Predictive Analytics and the Economy

New job sites such as Indeed.com, Glassdoor and LinkedIn are sitting on troves of employment data combined with behavior and regional indicators generated by users. They are now trying to analyze this data to draw insights about the health of the economy overall.

Mashable:  Startups Tell the Government what It’s Getting Wrong About the U.S. Economy

“Longer-term, Sinclair and her team want to use Indeed data to build up a set of economic indicators that might include the number of new job openings, rate of people quitting their jobs, the time it takes to find new positions and more — all in something close to real-time. That, according to Sinclair, could move us closer to what economists like her view as the holy grail: accurately predicting the next recession.”

“Some of the topics of conversation at [the Bureau of Labor Statistics’ senior staff retreat]: the role of big data, how best to take advantage of machine learning and the ability to do “rapid response” for “burning questions” about the U.S. economy. Since then the BLS has set up working groups to pursue these issues. It also is open to “alternatives” like collecting data from online job listings. But the statistical agency is hamstrung by budget considerations and the red tape that any large public organization would confront — especially one founded in 1884 and steadfastly loyal to its original mission.”

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