Whether an organization is large or small, serving businesses or consumers, it will have to put at least some minimal, careful thought into measuring key performance, and in what personnel and technology it must invest to succeed.
Morristown, NJ (PRWEB) July 31, 2013
Ron Labau, Lead Developer at GráficaGroup, a New Jersey-based, integrated traditional and digital advertising agency that uses new thinking, strategies and technology to help businesses forge and retain lasting and profitable customer relationships, participated in a study of the emerging field of Convergence Analytics. Big Data technology will enable this discipline to combine and analyze data from the growing pool of media and social media platforms.
More data is generated every day on the Internet than exists in the Library of Congress. With this wealth of information, marketers can now go beyond hunches and superficial claims about what worked in the past. The synthesis of knowledge that Big Data offers makes it applicable to any business scenario.
The authors of the study, Andrew Edwards and Rand Schulman of Efectyv Marketing, interviewed analytics experts from a range of marketing companies about current data analysis practices. Recommendations based on common problems discovered in the study will potentially set the standard of best practices in the industry.
"Think of convergence analytics as the marketing equivalent of ‘one ring to rule them all,’" said Edwards. "We are witnessing next-generation analytics platforms rising to prominence."
One in five marketers admitted they don’t track data across multiple channels. For marketers still behind the curve, the recommended "Action Plan" regarding content outlines a procedure which any marketer could benefit from: Set goals, identify the site/platform type, then implement a layered "Cycle of Improvement."
As Labau states, "whether an organization is large or small, serving businesses or consumers, it will have to put at least some minimal, careful thought into measuring key performance, and in what personnel and technology it must invest to succeed." GráficaGroup CEO and President Debra Taeschler notes that "thoughtful planning and execution is applied to serve our clients’ digital strategy, marketing and advertising needs. GráficaGroup strives to deliver maximum impact to our clients' campaigns, and we’re thrilled to have Ron’s insight and expertise in this field."
You can download "Convergence Analytics: Digital Measurement in Transition" from clickz.com
Celebrating 27 years in business, GráficaGroup is an award-winning, results-driven, integrated multichannel agency that enables businesses to establish and nurture strong, meaningful relationships with customers across all categories. Clients include Fortune 500 and mid-sized B2B and B2C companies such as AT&T, Avaya, Century 21 Real Estate LLC, Horizon Blue Cross Blue Shield of New Jersey, Jackson Hewitt Tax Service, KPMG LLP, Morgan Stanley, PSE&G, Summit Medical Group, Trane, Weichert Realtors and Wells Fargo Home Mortgage – as well as public sector and not-for-profit organizations. For more information, visit grafica.com.