February 21st, 2018 by Sam Del Rowe

Consumers increasingly expect businesses to take political and social stands as part of their public presence on social media and other channels, according to a study by Sprout Social.

More specifically, Sprout Social found that two thirds of consumers believe that it is important for brands to take a public stand on leading social and political issues, while more than half indicated that they are most receptive to brands doing so on social media. Furthermore, the study found that consumers’ most common emotional reactions to brands taking a stand on social media were positive: the top three consumer reactions were “intrigued,” “impressed,” and “engaged.”

“Brands that effectively navigate strategic decisions around when to take a stand on social have more opportunity than ever to turn potential risks into business opportunities,” Andrew Caravella, VP of strategy and brand engagement at Sprout Social, said in a statement. “People not only want brands to speak out on social, but they want authenticity and values communicated cohesively by company leadership as well. People want to feel socially and politically connected to the brands they support—and while vocalizing opinions may drive away some customers, it will ultimately engender greater loyalty and enthusiasm from people who agree.”

February 1st, 2018 by Sam Del Rowe

Data intelligence and knowledge inefficiencies cost U.S. organization $1.7 million per year for every 100 employees, and European Organizations €1.1M per year for every 100 employees, according to an Alteryx-sponsored IDC InfoBrief.

Based on a survey of more than 400 individuals performing data functions across North America and Europe, the study yielded a number of findings indicating that organizations have significant room for improvement to get the most out of their data assets and infrastructures. The study found that data professionals waste 30 percent of their time—14 hours per week on average—because they cannot find, protect or prepare data; and another 20 percent of their time—10 hours per week on average—building information assets that already exist, losing 50 percent of their time in total every week due to unsuccessful activities or repeated efforts. Additionally, they spend 60 percent of their time getting to insight, but just 27 percent of that time is spent on actual analysis.

“It is evident that many professionals are not aware of what resources are available within data assets like data lakes, how to access the data, where it came from, or how to glean trusted insights,” Langley Eide, chief strategy officer at Alteryx, said in a statement. “Unless organizations make changes to their infrastructure now, and close the gaps on data discovery, integrity and cataloging, processes will only become more inefficient as data volume and variety continues to grow.”

“Data discovery is important to all aspects of business, from operations efficiency to compliance to risk reduction, revenue growth, and beyond,” Stewart Bond, director of data integration and integrity software research at IDC, said in a statement. “Knowledge of how, where and why data is used, by whom, and what information already exists will help data professionals refrain from repeating efforts, increase personal productivity and free-up time for more advanced analytics.”

January 16th, 2018 by Sam Del Rowe

Self-installation of home electronic devices is preferred by 71 percent of consumers, according to a study by TechSee, a company that uses artificial intelligence and augmented reality to streamline technical support. The research also found that while 67 percent of consumers self-installed home electronics in the last 12 months, 30 percent had to abandon their efforts mid-process to consult customer support.

This figure is concerning given the study’s findings on consumer sentiment towards technical support. 68 percent of consumers will spend more than 15 minutes attempting self-installation in order to avoid contacting a call center, with 70 percent saying that they would rather visit their dentist than have to wait for a technician. At the same time, 59 percent reported not finding the installation process easy.

The study also yielded findings on how consumers would like to receive support. 71 percent preferred “visual guidance” such as pictures, videos, and visual prompts over other methods such as user manuals or online forums. Additionally, the majority of respondents indicated that they prefer to receive instructions via their smartphones. These preferences suggest that companies need to rethink the ways in which they deliver customer support.

January 9th, 2018 by Sam Del Rowe

Just 11 percent of marketers claim that they can personalize all content in real time, according to a study from Yes Lifecycle Marketing.

The report yielded a number of other findings that suggest that marketers have substantial room for improvement when it comes to personalizing their efforts. 27 percent of marketers can execute basic personalization tactics, such as using a customer’s name or birthday. Another 26 percent can personalize based on browsing or purchase history, but say that doing so is tedious. Additionanlly, 17 percent stated that they cannot personalize content because they have trouble collecting and analyzing data.

The report also found that two in five marketers don’t tailor their initiatives based on age. Doing so is especially important when engaging with younger consumers, as 45 percent of centennials (ages 18 to 21) and 49 percent of millennials (ages 22 to 37) make purchases based on the level of personalization in a brand’s email content.

“Personalization isn’t limited to a customer’s name; and marketers who go beyond this simple data point in order to customize communications will reap the benefits,” Michael Fisher, president of Yes Lifecycle Marketing, said in a statement. “Marketers should tailor content to their customers’ habits and demographics. Fairly easy-to-implement adjustments, such as triggered campaigns and lifecycle messaging, will go far.”

January 4th, 2018 by Sam Del Rowe

Americans are highly interested in purchasing products directly from TV commercials and programs using their remotes, according to a study from Connekt, an artificial intelligence technology company focused on TV advertising. More specifically, 76 percent of respondents said that they would shop through their TVs in real time if it were an option. Additionally, 65 percent indicated that they would be most likely to purchase products highlighted in TV ads, while 35 percent said that they would do the same for those featured in TV shows.

Convenience, cited by 74 percent of respondents, was the biggest draw of buying products via TV. It was followed by the ability to buy an appealing product immediately, cited by 66 percent of respondents.

As for which products consumers would be most likely to buy through their TVs, household goods such as cleaning supplies and cosmetics took the top spot, with 76 percent of respondents citing products in that category. Consumer electronics were a close second at 67 percent, followed by clothing and home and garden at 47 percent and 44 percent respectively.

“TV remains [the] most prolific way for brands to reach consumers, and smarter TVs mean smarter advertising where brands can move consumers from awareness to a transaction without ever leaving their TVs,” Tripp Boyle, senior vice president at Connekt, said in a statement.


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