ClickZ and Efectyv Marketing have launched an industry-first survey on Convergence Analytics for digital marketers, that will be expanded into a report.
Based partly on the survey responses from ClickZ’s audience, the inaugural report will be an indispensable guide to Convergence Analytics, the most important development in digital marketing in the past decade. The report will be created by industry pioneers Rand Schulman and Andrew Edwards of Efectyv Marketing, in partnership with ClickZ.
Due to a related cluster of changes in the digital analytics field, ClickZ and Efectyv Marketing felt it made sense to review them in more depth. Among the changes are the customer demand for greater ability to see data from different sources in a single view; the increasing importance of data correlation; the lack of clarity between “business intelligence” and digital analytics; and perhaps most importantly, the emerging cadre of tool vendors working to address these changes.
“Because of the combination of factors pointing to an identifiable new type of data intelligence practice, we felt it was appropriate to call this nascent field ‘Convergence Analytics,'” says Edwards, co-founder at Efectyv Marketing.
As a bonus to readers, all respondents of this survey will receive an advance summary of the report. In addition, ClickZ will also be giving away two tickets to SES New York (the winner will be drawn at random and announced on publication of the report).
Follow the links above to find the brief questionnaire’s on the topic. Surveys are split into ‘vendor’ and ‘practitioner’ categories, so please participate as appropriate.
About the Authors:
Rand Schulman helped create an industry – providing leadership to brand name online marketing and new media products from benchmark vendors; WebSideStory, Keylime Software,WebTrends, Unica, Motally, Viral Heat, Kontagent and others. Schulman has also performed important consulting work in the development of mobile applications at SRI based on their AI work. In 2005 he was named one of the Top 100 B2B marketing executives by B2B Magazine. He is a founder and past board member of the DAA (Digital Analytics Association), and the DMEF (Direct Marketing Educational Foundation). He is a management consultant and an Executive-in-Residence at the University of the Pacific for Digital Marketing, New Media. Schulman helped found Efectyv Marketing in 2012.
Andrew Edwards has been a pioneer in the digital space since the 1980s. He introduced desktop publishing to the Yellow Pages, helped create “interactive television” with AT&T, taught advanced computer graphics at New York’s Pratt Institute; and founded Renaissance Multimedia where he launched web sites for SoBe Beverage and Canon Digital Video. In 1998 Edwards was awarded Deloitte and Touche’s National Fast 500 Award. Today he is one of the most senior thought-leaders in the digital analytics space and a regular columnist for ClickZ. He is a founder and former board member of the DAA, as well as a manager at Technology Leaders where he has provided digital analytics expertise to companies like T-Mobile, Merck & Company, PriceWaterhouseCoopers, Burson-Marsteller and Priceline. Along with Rand Schulman, Edwards founded Efectyv Marketing in 2012.
“You cannot succeed in analytics and marketing unless they are central to business operations and are helping business answer the questions that will drive dollars to the top or bottom line,” says Kerem Tomak, Sears Chief Digital Marketing & Analytics Officer.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
Two weeks ago, Foursquare announced what could be the most important component of its data business: the Pilgrim SDK. So what does it do, and what does it mean for location-based marketing?
Combining clickstream data with machine-learning technology, behavioral analytics helps enterprises create a tailored online experience for each visitor to their web or mobile sites.