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Posts from September 2015

September 28, 2015

Hadoop for Big Data

Where do we use Hadoop Big Data mostly

Data analytics plays a major role in most organizations as it acts as a guide for future strategy with a clearer vision. Hadoop is the leading and most comprehensive open source technology for big data solutions. It is preferred equally by SMEs and major MNCs, private and public sector institutions as an option for deciphering the trends that data reveals.

Where is Big data Generated?

Big data is a compilation of data gathered from sources that are fuelled by the internet – from social media, search engines, click-through-rates, surveys and much more. Big data is used for improving marketing efficiency and raising profitability by spotting trends in the retail industry through seeing customer preferences. In the health sector, it is used for computing issues, tracking solutions and finding cause and effect links. Inputs from various sources  are rendered complete by the various analytical tools and further presented in an easy to understand manner for decision-making.

Where is Big data mostly used?

Big data is a source of information that is used by companies across all industries – retail, finance, real estate, information technology and so forth. As businesses are beginning to understand the importance of unravelling the mysteries that are hidden under the immense data sets, they are rapidly adopting technologies that will keep pace with the rate at which data is generated. With digitization, as rapidly as data is generated, it is being rendered obsolete at the same pace too. Hence, it is essential to have a rapid response ready.

Where does Hadoop step in for Big Data?

Hadoop has had a profound impact on making big data analytics tools accessible to a vast array of businesses. It's open source architecture, thriving developers’ forum and user-friendly tools make it easy to integrate with existing systems in the business workplace. For companies that have to watch how much they invest on technology, Hadoop offers all the advanced features at a very small development price. A few places where Hadoop is used are:

  • Active data archive – Hadoop is appropriate for storing and cross-linking transactional, sensor machine, clickstream and social media data among others. Its powerful archive allows the user to access data at a later date when the information is critical.
  • Analyse that - Hadoop’s design, which enables it to easily manage large volumes of data in all sizes and forms, also allows it to run analytical algorithms. These can be presented into graphs and charts for understandable presentations.
  • Managing large data sets on vastly distributed nodes – The Hadoop Distributed File System (HDFS) is designed to plug any nodal failure to ensure seamless data streaming and mix fault tolerance with high throughput.
  • Managing multiple systems – Hadoop has a tool called “zookeeper” that manages access of multiple data clusters across machines. This enables the user to synchronize their work across the different machines.

Hadoop is already the favourite platform for data management amongst major businesses, from varying industries. Whether the nature of data is simple or complex, Hadoop is leading the market by a huge margin.

About the Author:

 Sonal Maheshwariloves pursuing excellence through writing and has a passion for technology. She has successfully managed and run personal technology magazines and websites. She currently writes for intellipaat.com, a global training company that provides e-learning and professional certification training.

The courses offered by Intellipaat address the unique needs of working professionals. She is based out of Pune and has an experience of 6 years in the field of content writing and blogging. Her work has been published on various sites related to Hadoop, Big Data, Business Intelligence, Project Management, Cloud Computing, IT, SAP, Project Management and more.

 

September 27, 2015

In the news ... September 27, 2015

Hobbyists still run the digital world – where are the experts?

Chief executives should stop worrying about their mobile apps and focus instead on integrating digital expertise across their businesses ...

Read more

Apple Pay: A new digital marketing tool

Launched this summer, Apple Pay has been an advanced step in ridding the traditional wallet. And not only will it have consumer benefits, and is a big plus for the retail sector – this new technology is also bringing a fresh tool for digital marketers to play with.

Read more

 

IAB Canada partners to bring a new standard of interactive marketing education to Canada

In a response to increased demand for digital training across the interactive advertising landscape IAB Canada has taken steps towards providing experiential learning by partnering with experts and key service providers in Canada.

 IAB Canada is excited to announce a refreshing new approach to training for the marketing and digital media industries starting November 2015. The program launches with two pilot courses designed to give students a hands-on, contextually relevant approach to learning important skills for success in digital advertising.

Read more

September 18, 2015

In the news ... September 18, 2015

3 Reasons Why B2B Digital Marketing Is Different From B2C

A great marketing strategy for any business focuses on how to create, distribute, and track buyer-centric content. But B2B digital marketers face a unique challenge that B2C does not—taming content chaos.

Read more at http://www.business2community.com/b2b-marketing/3-reasons-why-b2b-digital-marketing-is-different-from-b2c-01329133#p1CXuZpOGEvDAdx6.99

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Find your new riding: Search our interactive map

There will be 338 ridings contested in the next federal election — that's 30 more than last time.

Electoral redistribution added seats in B.C., Alberta, Ontario and Quebec, but it also redrew the boundaries of many ridings across Canada. Many of the riding names have been changed, too.

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Have You Seen This? Epic Canadian campaign video

OH, CANADA — If you’re running for office, it’s reasonable to desire a campaign ad that stands out from the white noise of formulaic and traditional campaign ads.

You’re looking for that hook, that extra special line or visual, that will make people stop and take a second look. Maybe unsurprisingly, some candidates take that special hook too far and turn the corner into bizarre territory. The attack ads become awkward hyperbole, and the “I will fight for you” ads become overzealous juggernauts.

Read more

 

 

September 11, 2015

How to Create a Successful Digital Coupon Strategy

Ever since the first known use of paper coupons in 1887 by Coca Cola bottlers, retailing has been fascinated by the potential for their return on investment with product coupons. A reported two hours a week are spent by consumers as they scavenge for online deals, and with the popularity of extreme couponing, businesses today would be wise to find ways to make their in-store and online coupons easier for customers to use. These tips can help you find a way to develop a better couponing strategy and get more out of your digital campaigns. 


Research and Choose Wisely
Accurate marketing research is the key to good couponing. Knowing your present and potential customers and their shopping habits over the course of a year is a must. Knowing exact customer preferences can also be telling for retailers. For instance, grocery coupons are the most commonly searched for coupons, and they make up over 50 percent of online searches

Depending on the marketing researchers doing the studies, coupon users may prefer dollar amount discounts by up to 31 percent, as opposed to those 9 percent who prefer free shipping offers. Another indication of customer preferences for coupons is seen in an incredible 91 percent of coupon users who will purchase again from the same retailer--if they are given a large enough coupon discount. Up to 57 percent of shoppers have reported back that if they had not been offered the discount in the first place, they never would have bought the product or item.

Use your company’s own findings to develop a game plan for future customers and the kinds of discounts and coupons your business would benefit from offering them.

How Will They Know If They Are Not Told

Nationally known retailers such as Kohl's know the dynamic potentials of running viral campaigns by using email marketing, social media, and multiple digital marketing channels--all being launched simultaneously. It's hard for consumers to not notice sales after such a barrage. They also know what kind of coupons will get their own business more purchases and still make shoppers happy like their often offered Kohl’s 30 percent off coupons made available online at discountrue.com for in-store purchases.

Recent research shows that up to 40 percent of consumers share an email ad with their friends, and up to 28 percent of consumers will share promotions via social media. Needless to say, the larger a retailer's mailing list, the better chances of building up potential or return customers, and keeping their present base happy. The temptation of social media users to simply 'like’ a social media's button far outweighs what local newspaper ads could ever have done in the past as far as your return on investment. What percentage of actual sales conversions are done through the social media as opposed to retail store sales is still in question, but the fact remains social media is the modern way of getting the word out more quickly.

Today retail stores have a lot of competition to contend with. Couponing is one way you can take your business over the top and offer more than your competition. Make sure you have a good strategy in place and are always referencing what the customers want to see. If you don’t know what they want, you’ll never be able to connect over the register.

September 03, 2015

CASL - The Hierarchy of Email Consent

By Derek Lackey

Not All Email Consent is Equal

Some forms of email consent are just better than others under our new CASL rules.

What makes them better is:
1. the clarity of the opt-in. An Express Opt-in, presented with CASL compliant language and information is always an intentional act on the part of the person opting -in. There is no ambiguity. Nothing is implied, it is explicit and clear. 
2. Low maintenance. An Express Opt-in can be added to your email list and, with the exception of the individual unsubscribing, be valid for life. There is no time limit. Most other forms of opt-in have to be re-confirmed every 2 years, so maintenance can be a pain.

  Hierarchy

The best form of opt-in under CASL is clearly EXPRESS CONSENT.

If you meet CASL's criteria and an individual opts-in, you can email them as long as they do not unsubscribe. It is clean and simple. They want your messages or they don't. I believe the average open rate of emails will increase as CASL's full impact rolls out over the next few years. Many marketers are emailing hundreds of thousands of email addresses insisting that a 20% open rate is acceptable. If they had the data, I would suspect that the same 20% open most of their emails because they are actually interested. The other 80% are not and given a choice, would not opt-in.

Size matters, but not when it comes to old-style email lists. Let's start seeing 75% open rates. That should be your first clue that your potential audience is interested and even remotely engaged. When 80% consistently do not even open your messages, who are you kidding? Is it better to tell your boss that you emailed 100,000 people and 20,000 of them opened your email or that you targeted 25,000 interested people and 20,000 of them opened your email? I certainly know which scenario would interest me as a boss.

CASL_Infograph3_ENG
http://www.crtc.gc.ca/eng/com500/infograph3.htm. Reproduced with the permission of the Canadian Radio-television and telecommunications Commission on behalf of Her Majesty in Right of Canada, 2015

The next best type of opt-in is your customers and near customers - CRTC refers to them as EXISTING BUSINESS RELATIONSHIPS.

These have a 2 year expiration. So if you are a customer, I can email you for 2 years from the date of your last transaction (invoice). If you are a prospect who has enquired, I can email you for 2 years from the date of your last enquiry. The messy part of this is tracking, in real time, those status changes. Remember the burden of proof is 100% on you. So you must track this and be able to prove that this person enquired/transacted on this date so you can continue emailing that indivdual for 2 years from that date. Once again, all unsubscribes must be removed from your email list within 10 days of their request to unsubscribe.

The next level is reserved for charities and non-profits. CRTC refers to them as EXISTING NON-BUSINESS RELATIONSHIPS.

They are defined as" You are a charity, a political party or a candidate and the recipient has provided you a gift, a donation or volunteer work. You are a club, association or voluntary organization and the recipient is one of your members." Once again, if they unsubscribe you must cease emailing them within 10 days of their request.
The CRTC expects you to prove they qualify as an "existing non-business relationship" so you must once again track their status in real time, changing your database as their status changes.

The next level is for B2B marketers. If someone "CONSPICUOUSLY PUBLISHED their email address and their title without restrictions, and your message relates to the recipient's functions or activities in a business or official capacity". The big caveat here is: these email addresses cannot be collected using 'bots' or automated processes. You will have to answer to the Privacy Commissioner's Office if caught doing that. Like EXPRESS CONSENT, this form of consent has no time limit but a request for unsubscribe must be dealt with within 10 days. Proof may require that you need to take a screen grab or scan of the place where the email address and title were conspicuously published and attach it to that file.

  CASL_Infograph6_ENG

http://www.crtc.gc.ca/eng/com500/infograph6.htm. Reproduced with the permission of the Canadian Radio-television and telecommunications Commission on behalf of Her Majesty in Right of Canada, 2015

My least favorite form of consent is PERSONAL RELATIONSHIP. For starters, all emails must be sent from that individual, NOT from the organization he/she represents. To qualify, "the sender and the recipient have to have had direct, two-way communications in the past."

But it's worse. You have to prove that in past communications you shared interests, experiences, opinions or information with each other. You must prove these communications were frequent and recent. You must also prove that you have met this person and know them personally (not just their alias or their social media profiles). SO somebody who "likes" one of your posts does not constitute a personal relationship under CASL.

Again, this one is messy, convoluted and will be difficult to prove. I call this "consent of last resort" under our new laws.

So before you rush off and email the world, consider what CASL considers as consent. And be prepared to prove whichever level of consent you are claiming.

Learn more about Derek A. Lackey's eBook - CASL COMPLIANCE - A MARKETER'S GUIDE TO EMAIL MARKETING TO CANADIANS

 

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