Forging Ahead With Multichannel Competitive Intelligence In The Age Of Big Data

This is a guest blog post by Jason Warnock, Vice President Market Intelligence and Measurement of Yesmail Interactive.


Marketing is like a newborn; it demands constant attention, it manages to surprise you just when you think you’ve figured it out, and the way it changes every day is absolutely fascinating. Just think of how different the marketing landscape is today than it was a few years ago.

 

No matter the size, and regardless of the industry, a company without a website is unheard of. In a similar way, a company without a Facebook and Twitter accounts is becoming as rare as a non-invasive airport security check while Youtube and Google+ are turning into a necessity.  Similarly, it is an absolute anomaly for a company not to have an email program: from basic ones like Welcome and Transactional, to more strategic ones like Nurturing and Life-cycle. Meanwhile Search and Display have already earned a permanent place in a savvy marketer’s arsenal since their inherent reliance on data accounts for warmer leads and easier conversions than are achieved by many of the traditional marketing avenues.

 

In just one short paragraph, we have enumerated seven different channels that have become essential for an adequate marketing strategy, not to mention an outstanding one.

 

Needless to say, in the era of “Big Data”, it is imperative that each individual channel strategy is dictated by data-driven insights. That’s not the news here. The news is that it is no longer sufficient to develop those insights in a vacuum, i.e. only using metrics marketers have for their own marketing efforts. Instead, it is far more valuable to include industry, and even more so, competitors’ campaign data to inform marketing plans. 

 

As marketers give more and more attention to monitoring and analyzing industry trends and competitors’ practices, few big data analytics solutions successfully integrate the seven essential digital channels and make it possible for marketers to easily monitor trends, track their KPIs, and put the collected data to work for them. 

 

Yesmail Market Intelligence is the first of its kind to successfully house data from social media networks, email providers, company websites and, now, display advertising made possible by a partnership with MixRank, the leading provider of digital display ad data. The integration between MixRank’s innovative crawler technology and Yesmail’s leading platform for competitive intelligence brings to market a seamlessly integrated multichannel tool that provides digital data across seven channels in one centralized and easy-to-use dashboard. This breakthrough allows marketers to spend fewer resources on researching and testing and, instead, invest in developing profitable and informed marketing campaigns. Yesmail is thrilled to partner with MixRank to deliver a solution that saves marketers both time and money as it allows them to develop profitable and informed marketing campaigns that can outperform the competition. 

 

It’s Big Data, at its finest.

 

About the Author

Jason_warnock

Jason Warnock is a seasoned veteran of email deliverability and digital marketing. After creating successful email applications for Canadian bank CIBC, Jason initiated and managed Deliverability Operations for Digital Connexxions (2006) implementing several key strategies for major publishing clients. After a successful acquisition of Digital Connexxions in 2006 by infoUSA, Jason proceeded to become Director of Deliverability for Yesmail (2007) followed by VP of Deliverability Services for Infogroup (2011). Jason has transformed Infogroup Deliverability into an industry leading solution through enhanced offerings of technology and client services. Jason has designed successful technical and business strategies for several large Fortune 500 companies including: HP, Coke, Kodak, Facebook, eBay, Ancestry.com, and United Airlines. Jason is also a recognized industry leader in digital marketing intelligence and competitive marketing intelligence through his work in co-creating Yesmail’s Market Intelligence platform with Andrew Ferraccioli and Jeff Hulshof.