tripadvisorgrowth

The Marketing Savvy Powering TripAdvisor’s Global Growth

TripAdvisor knows a thing or two about growth. In 2014, the world’s largest travel site saw 1.246 billion in revenue, an increase of 32% over 2013. The company’s product offering has expanded too. TripAdvisor’s Instant Booking Platform has growing steadily since its rollout in 2014; Priceline’s Booking.com was recently added to its roster of participants. […]

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automationintuition

Marketing Tech Evolves Beyond Automation and Toward Intuition

Marketing technology these days is increasingly focused on the future, as marketing moves away from its traditional role of generating demand and more toward a new role of anticipating demand. Instead of a focus on the “mechanization” of common processes like email management, marketing tech is becoming infused with a kind of “marketing intuition” — […]

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visualintroductionmachinelearning1

A Visual Introduction to Machine Learning

In machine learning, computers apply statistical learning techniques to automatically identify patterns in data. These techniques can be used to make highly accurate predictions. Keep scrolling. Using a data set about homes, we will create a machine learning model to distinguish homes in New York from homes in San Francisco. [Read More]

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whatthedickens1

What the Dickens to Do About Marketing Tech

There’s no astute modern marketer who doesn’t know the name Scott Brinker. In 2011 the CTO of ion interactive and author of the Chiefmartec.com blog produced his first Lumascape-esque logorama of marketing tech solutions. Digitally overwhelmed marketing executives glommed onto it like Web shoppers to free shipping offers. Brinker had boiled down the tech solution […]

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howairlinesbigdataprice

How Airlines Are Using Big Data to Price Your Ticket

Airlines are now able to collect more data than ever on their passengers, and they’re using this data to build profiles on individual passengers. By building individual profiles on passengers with information such as lifestyle purchase choices, flying habits, and even passenger financial position, they’re able to come up with clever ways to give you […]

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unsubscribedfromhubspot

Why We Unsubscribed 250K People From HubSpot’s Marketing Blog and Started Sending Less Email

A few weeks ago, we deliberately unsubscribed 250,000 people from HubSpot’s Marketing Blog — people who had opted in to receive emails about new content we published on the blog. This subscriber purge brought our total subscriber count from 550,000 down to 300,000. We’re crazy, right? We must be crazy. We’re the same people who […]

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automationcmosdodifferently

Marketing Automation Lessons: What CMOs Would Do Differently Next Time

Marketing automation has become one of the foundation technologies for marketing teams looking to improve the way they identify prospects, nurture leads and manage customer communications. But these platforms don’t work in isolation, nor can they simply be implemented without the right support structures, change management processes and strategies in place. With the benefit of […]

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speedscalecustomerjourney

Speed and Scale: Unlocking Digital Value in Customer Journeys

Digitization is a profound transformation.1 When a global bank reinvented its onboarding process for commercial clients, the results included dramatically reduced costs, a market-beating customer experience—and an exhausted organization wondering how ambitious it should be. Could it repeat what it just went through for the rest of its business? How could it possibly do more […]

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unbundlingmarketingvb

The Great Unbundling of Marketing is Here

We’ll soon be saying sayonara to the CMO role we used to know. Marketing has a problem nowadays: It’s too confusing. Too many technology solutions for too many acquisition channels generating too many data points, with every one of them changing faster than ever, and by the time you learn what’s new, the rules have […]

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machinelearningaffectbusiness

How Machine Learning Will Affect Your Business

Machine learning techniques may have been used for years, but recently there has been an explosion in their applications. In fact, in a recent Q3 earnings call, Google CEO Sundar Pichai said “Machine learning is a core, transformative way by which we’re re-thinking how we’re doing everything.” And they’re far from the only business making […]

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wonderfulworldrecommender

The Wonderful World of Recommender Systems

I recently gave a talk about recommender systems at the Data Science Sydney meetup (the slides are available here). This post roughly follows the outline of the talk, expanding on some of the key points in non-slide form (i.e., complete sentences and paragraphs!). The first few sections give a broad overview of the field and […]

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curationandalgorithms

Curation and Algorithms

Jimmy Iovine spared no words when it came to his opinion of algorithms during the unveiling of Apple Music: “The only song that matters as much as the song you’re listening to right now is the one that follows this. Picture this: you’re in a special moment…and the next song comes on…BZZZZZ Buzzkill! It probably […]

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chiefmarketingtechnologist

The Chief Marketing Technologist: Luxury or Necessity?

Three years ago, Gartner made headlines projecting that the CMO would outspend the CIO on technology by 2017. So far there has been little reason to doubt that bold prediction will come to pass. More recently, CEOs have said that digital marketing will be their biggest technology-enabled business investment over the next five years, according […]

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