Data Science is the new ‘Rocket Science’

By Vlad andrianov, ADMAData Scientist

It took a few satellite launches to coin a phrase ‘it’s not rocket science’ and we’ve been using it for decades to describe something that was not that hard to do. Because compared to it everything else seemed to be ‘piece of cake’. Rocket Science was that golden standard – you needed nothing less than a genius to tackle it.

But maybe the time has come to give the phrase a new spin, as Data Science comes into play. Neolane, the provider of conversational marketing technology, predicts companies will employ more data scientists in the next few years, as big data continues altering the approach to data analysis and business in general. Continue reading


“In Space No One Can Hear You Scream” … or text


Andriod is now officially the world’s quickest smartphone operating system. An Android-powered phone was blasted off into space on Monday at the speed of nearly 160 km/h. Known as “phonesat”, the device is the first off-the-shelf smartphone to be sent out of the earth’s atmosphere. Continue reading


Is all that bubble wrap recyclable?  ‘Cause we are getting a lot of it this season.

Looks like ideas are. Here are the key takeaways from Click Frenzy’s big and successful overseas brother Cyber Monday: Continue reading

39 kilometres of social media coverage

A snapshot of a YouTube video by Red Bull Stratos.


Felix Baumgartner fell to Earth from stratosphere on Sunday, travelling faster than the speed of sound without the assistance of a craft.

It was a giant leap for a man, as well as for the YouTubing, Facebooking and Twittering mankind.

Here’s how his four-minute, 20-second death-defying fall translates to social media numbers: Continue reading

What Privacy Means to Consumers

The Direct Marketing Association (DMA UK Ltd) commissioned a study titled Data privacy: What the consumer really thinks, from the Future Foundation, an international consumer insight and trends consultancy in early 2012.The DMA’s survey of 1,020 UK adults is the most comprehensive, up-to-date account of contemporary views on how the public regards data privacy.

Whilst the concept of privacy remains important to individuals – and one that they are still largely concerned to protect – the study conducted by the UK confirms that notions of privacy continue to evolve in response to the spread of new digital technologies and the continuous growth of the consumer society. Two thirds of consumers surveyed agree that their definition of privacy is changing due to the internet and social media and four fifths agreed that disclosing Continue reading

The Future of Data is in the Hands of the Consumer


The days of “spray and pray” advertising are officially over. The idea of mass, untargeted, irrelevant marketing and advertising was always an unsustainable proposition from both a business and an environmental perspective.  Organisations needed to evolve and identify those who were most likely interested in their product and those who weren’t; and that’s where the foundations of direct marketing were created.

Direct marketing is based on the principle that we are all individuals. We have individual needs, desires and wants; that’s what makes us unique. Why therefore should the marketing we receive relate to anything other than the products and services that are relevant to us? Continue reading

Big Data, Enables Big Insights, and Delivers Big Results

The world is infinitely more complex and fragmented. With the emergence of digital channels, marketers have new challenges to address in terms of how to effectively navigate issues like ‘big data’ in the most effective way. As the lines between traditional and digital marketing disappear, there are many who insist that a singular focus can help understand the complexities of this new marketing era. Big data promises to enable marketers to effectively master the dizzying array of data and technology and enable marketers to make for better decision-making. But can it to turn digital data chaos into valuable, usable data for marketers? Continue reading

How Ready are You to Shift to a Customer-Centric Business?

With Regan Yan, Managing Director, Digital Alchemy

Some people argue that the first and only purpose of a company is to create and retain customers to sell their product or service? And furthermore, that this objective should be the ultimate entity that a company should consider when developing a marketing and sales strategy.

However, some might also bring the argument that a customer obsessive focus has a destructive impact on competition; when each competitor focuses on customer service and discounts rather than what can lead them to the sale and profit.

There is a balance to achieving the best of both worlds, and to focus your efforts on being a customer centric organisation in everything you do, whilst maximising profit.

We asked Regan Yan, Managing Director of database marketing services provider Digital Alchemy: How are customer centric organisations different? He said simply “because they make different decisions and choices. Many organisations Continue reading

Privacy: The Critical Global Issue for Marketers

Privacy is one of the most critical issues for marketers and advertisers worldwide.

In mid-April, ADMA chaired a meeting of twenty worldwide DMA’s in London to discuss critical issues affecting the future of marketing and advertising. At the top of the agenda for almost every country was the issue of privacy and the concern about how it will affect the future of marketing and advertising. (Click here to hear international viewpoints).

Data increasingly sits at the heart of marketing and advertising. Decisions on how to reach customers, engage interest and provide better service are all reliant on using data. This has long been the mantra of marketers but is now extending to all forms of advertising… and in fact business in general.

However, as corporations get ever-smarter in using data to deliver on customer needs and expectations, the progress is being countered by the threat of ever increasing restrictions imposed by ill-considered privacy proposals. Continue reading