Welcome to Resources Group’s Insights - We’ve selected the following key stories that stood out to us the most. We’d love to hear your feedback on any of them so please do get in touch.
Week c25th June 2018
Data shows we’re at peak at 6am, then it’s downhill from there…
…unless you like to ponder the existential meaning of life. Then, between 3am and 4am is your time to shine.
Forbes reports that a PLOS ONE survey has detected, perhaps, a “cognitive-emotional circadian rhythm”. They analysed 7,000,000,000 words in 800,000,000 tweets in 54 cities over four years.
We feel negative in the evening, religious just before sunrise, and morbid around midnight.
“Marketing leaders aren’t keeping up with the speed of data insights”
Despite data-driven marketing being able to do more than ever before, executives are yet to fully realise its potential, 400 marketing executives told Forbes Insight and CDP Treasure Data.
The survey divides companies into “leaders” and “laggards” in data leverage. Marketers within only 13% of companies whose staff they surveyed considered their firm as a “leader”. “Laggards” produced an 8% higher return while “leaders” streaked ahead with a 26% uptick.
Business leaders, the survey concluded, are “nowhere close to the finish line. In fact, most are only starting to grasp the power of customer data”.
Adtech, law firms, and the threat of GDPR
Legal firms are producing copious amounts of output – it’s a sector which has really grasped the value of content marketing. And they’re using adtech to push the content out with the aim of generating enquiries.
An interesting article from LegalWeek on whether the risks of adtech outweigh the benefit.
Marketing analytics – spending on it going skyhigh, results going nowhere
Whilst Forbes may think leaders are missing out by not engaging with their data enough, the Harvard Business Review takes a diametrically opposed view.
"Data are becoming ubiquitous, so at first blush it would appear that analytics should be able to deliver on its promise of value creation", posits the piece. “However, this growth is often driven by IT investments, rather than by coherent marketing goals".
Why is this? Data is not integrated well enough within the systems of companies and the huge amount of data being generated makes it hard to process. Too much data that is never used is collected, the end result of which is that the “irony of having too much data is that you often have too little information”.
"The gap between the promise and the reality of analytics points to a disconnect that needs resolution."