Last week Mongoose Metrics visited New York City to attend the eMetrics Marketing Optimization Summit. The show’s focus was to help marketers and web analytics professionals turn data into insight. The keynote speakers included people from Expedia, IBM, eBay, Nissan, eMarketer and more. Surely these folks know the importance of obtaining data to develop critical insights that help today’s businesses succeed. As a marketing director, those insights are what I’m after too.
So what did I learn at the eMetrics show? Below are just a handful of insights that I feel are worth sharing.
- Research shows that transparency equals trust. We all know that today’s consumers trust each other more than marketers.
- Of course we all want good, reliable customer and analytical data to make good business decisions. But decisions must be made nonetheless. Go to war with the data you have, not the data you wish you had.
- When trying to see a holistic view of your online social data, combine mentions from all networks at least to record the data – even if you’re not entirely accurate on the sentiment.
- Be aware of the audience you’re in. Marketing speak isn’t going to cut it. As marketers we have to listen. Over time that listening leads to learning. Monitor social & understand what your customers say. Use their language in your ads, keywords, etc.
- Mobile isn’t the future. It’s now. Don’t wait to embrace mobile. Companies like eBay that rely largely on online commerce recognize this and are quickly developing solutions to serve today’s tech-savvy mobile consumer.
Feel free to share any additional insights from the show or else comment on the ideas I’ve mentioned.
