Does your marketing need a customer graph?

The relentless rise of social networks in recent years has made many marketers familiar with the concept of the social graph—data about how people are connected to one another—and its power in a marketing context.

Facebook’s social graph has propelled it to a projected annual revenue of around $40B for 2017, driven primarily by advertising sales. Advertisers are prepared to pay a premium for the advanced targeting capabilities that the graph enables, especially when combined with their own customer data; these capabilities will enable Facebook to snag over 20% of digital ad spend in the US this year.

Partly as a result of this, many marketers are thinking about how they can exploit the connectedness of their own customer base, beyond simple “refer a friend” campaigns. Additionally, it’s very common to hear marketing services outfits tack the term graph onto any discussion of user or customer data, leading one to conclude that any marketing organization worth its salt simply must have a graph database.

But what is a graph, and how is it different from a plain old customer database? And if you don’t have a customer graph in your organization, should you get one?

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AI and The Electrification of Marketing

At the end of the nineteenth century, electricity was starting to have a profound effect on the world. As dramatized in the excellent novel The Last Days of Night, Thomas Edison battled with George Westinghouse (the latter aided by Croatian genius/madman Nikola Tesla) for control over the burgeoning market for electricity generation and supply. The popular symbol of the electrical revolution is of course Edison’s famous light bulb, but almost more important was the humble electric motor.

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Is Digital Marketing having its ‘Deep Blue’ moment?

Garry Kasparov will forever be remembered as perhaps the greatest chess player of all time, dominating the game for almost twenty years until his retirement in 2005. But ironically he may be best remembered for the match he failed to win twenty years ago in 1997 against IBM’s Deep Blue chess computer. That watershed moment – marking the point at which computers effectively surpassed humans in chess-playing ability – prompted much speculation and hand-wringing about the coming obsolescence of the human brain, now that a mere computer had been able to beat the best chess grandmaster in the world.

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6 steps to building your Marketing Data Strategy

Your company has a Marketing Strategy, right? It’s that set of 102 slides presented by the CMO at the offsite last quarter, immediately after lunch on the second day, the session you may have nodded off in (it’s ok, nobody noticed. Probably). It was the one that talked about customer personas and brand positioning and … Read more

Google integrates DoubleClick with AdSense

In a post yesterday on the company blog, Google has announced that it’s going to be introducing some DoubleClick-like features into the Google Content network (that is, the group of sites that use AdSense to serve contextual ads). The new functionality includes: Frequency capping and reporting Improved ad quality View-through conversions These new capabilities are … Read more

Phorm over function

There’s been plenty of buzz (more of the angry hornet variety rather than the just-inhaled-a-lungful-of-dope variety) about Phorm of late, precipitated by a press release that the company put out on Feb 14 in the UK, announcing partnerships with three major UK ISPs to provide a system “…which ensures fewer irrelevant adverts and additional protection … Read more