September 19, 2014

How Targeted Ads Work

How Targeted Ads Work | eklectic.in
Do you get that creepy stalker feeling when seeing some ads? What you are seeing are retargeted advertisements. Retargeted ads are designed to capture the attention of the browser-window shoppers of the internet. While we continue our research around the web, they are tailored to redirect us back to just the right pair of socks.

If you are a website owner — like eBay, flipkart or Amazo — ad tech companies provide a few lines of code for your website. Whenever someone visits your site, the code drops a browser cookie that will mark you anonymously as someone who has visited this site. After that, whenever you load Facebook or any other website with ads, the advertising networks will look at the cookies on your computer using the information about which websites you’ve visited to choose which ad to display.

Source: Ask The Decoder: Stalked by socks | Al Jazeera America

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September 17, 2014

How Data Science Is Transforming Sales and Marketing

How Data Science Is Transforming Sales and Marketing | eklectic.in
Data science – and predictive analytics, in particular – is moving the goalposts for salespeople and marketers alike. In fact, it’s moving the entire stadium. Predictive analytics is the foundational discipline that can make marketing more effective and targeted, and your salespeople better informed and more precise in their messaging.

Predictive analytics leverages a variety of techniques, including statistical analysis, modeling, machine learning, and data mining, to enable us to predict the future.

August 30, 2014

Marketing: What are brands for?

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Marketing: What are brands for? | eklecticconsulting.com
When Imperial Tobacco, the world’s fourth-largest cigarette-maker, said in July that it would spend $7.1 billion to expand its business in America, its chief executive, Alison Cooper, was adamant on one point: it will not be buying companies. Instead, in a three-way deal with Reynolds American and Lorillard, it will pick up a factory, a sales force and, above all, a collection of brands. Two of them, Winston and Blu (an electronic-cigarette brand), will be “the focus for the lion’s share of time and money invested”.

No management expert would think it strange that Imperial would spend the best part of $7 billion on something as ethereal as brands. They are the most valuable thing that companies as diverse as Apple and McDonald’s own, often worth much more than property and machinery.

Source: Marketing: What are brands for? | The Economist

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