Marketing, sales and customer service are becoming blurred as customers navigate digitised journeys and expect consistency and reponsiveness across all touchpoints. This requires marketing agility, at scale. Agility requires data, action and revision Agile, in a marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, […]
About Walter Adamson
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Entries by Walter Adamson
Today we don’t lack the tools to track the customer’s journey and report KPIs. Nevertheless it can be confusing to know how to integrate measures and in which system to report them. Here’s where the marketing dashboards fit. How do the system parts mesh? How the various systems mesh together can be confusing, and even […]
The corporate damage suffered by Ardent Leisure following the tragic fatalities at Dreamworld was exacerbated by an apparent lack of a social and digital strategy. Bad sentiment was just the beginning Online media traffic took off at the word of the accident and of course sentiment analysis was negative as it reflected the shock and […]
Hootsuite is an entrepreneurial success story, said to now have about 10 million users and 800 companies in the Fortune 1000 being customers. It’s a good product and a very useful social media management tool. We’ve used it extensively ourselves. Nevertheless, there is a point in the journey towards digital marketing maturity when it is […]
Back in the day social media monitoring was an interesting stand-alone value-add. Initially we sold monitoring both as a product and a service to clients who were happy and satisfied with volumetrics about their brand, company, clients and competitors. A satisfying past – leading to clients wanting more Later, they were equally satisfied to gain […]
Having an effective marketing attribution model is one of the holy grails of modern marketing. With the need to (1) have access to, and (2) aggregate multi-channel multi-screen data it is a daunting task, and that’s not the place to start. Marketing attribution can be daunting – start simple but not too simple The most […]
Without having to apply any geofilters we can define the topic of the upcoming Australian Federal election sufficiently accurately that there are almost no irrelevant mentions. We can see (below) that over three months up to mid-April 2016 there were 84,768 tweets and 87.1% of those came from Australia. What’s interesting is that two-thirds of the people tweeting were male, and only 1/3 female. This begs the question of further research which is easily done by digging down into the data.
Brands are in a revolution and fighting on several fronts – to stay relevant, to beat off the digital disruptors as in #FinTech, and to be able to truly know how to move beyond the mantra of becoming customer-centric to being able to make it happen. A key element of that move is in having integrated digital platforms and a component of it is in being able to effectively deploy content via a social workforce.
The arrival of Facebook Reactions has hit the social media world like a typhoon. Despite being predicted for some months it has hit landfall with a vengeance. The world as we know it just became more complicated.
Australia’s current Prime Minister started his term, following a leadership coup, with an immediate jump in popular approval ratings. Coming up to 3 months in office the public view has become more sanguine as party politics grind down the expectations.