A “Brand” New View

In a 2011 IBM study, 71% of CMOs said that the ‘explosion of data’ was their area of greatest concern, while 65% said ‘growth of channel and device choices.’ In this environment, it’s no surprise that marketers are beginning to explore new technologies like Online Data Management Platforms, also known as DMPs.

Last month the Global Language Monitor released a list of what they deemed to be the most confusing buzz words of the decade thus far. Topping the list was “big data,” a term we use frequently in the marketing world. The problem is there hasn’t really been a consensus on the definition of big data.

Today Epsilon and the EEC released our quarterly email trends and benchmarks report. This quarter we unveiled new benchmarks for triggered messages.

Triggered messages are identified by their campaign naming, such as Trigger, Welcome, Thank You, Confirmation and Saved Cart. For Q411 we found that triggered messages represented 2.8% of total email volume. With significantly stronger performance when compared to “business as usual” (BAU) email messages, we decided to take a deeper look at triggered messages.

Over the past couple of weeks, I've had the pleasure of attending eTail West and the National E-tailing and Mailing Organization of America (NEMOA) Direct Xchange Conference.

At both shows I emphasized how data is a fundamental building block for marketing initiatives and maximizing online reach. We’ve all read about a “Marketing Stack” or a “Technology Stack.” To achieve the maximum benefit of your marketing activities, you need to view your audience as an “Audience Stack,” where each component is integrated and supports the other.