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How to do data-driven marketing right

James A. Martin | April 7, 2016
Akamai, Monster and others found creative ways to put piles of corporate data to work for their marketing teams. Marketing pros for these companies share valuable lessons learned from their successes, along with tips and best practices for data-driven marketing.

Monster started posting the blog list in January. Since then, the posts received 286,000 page views and more than 6,900 social shares, according to Magnarelli.

"The initial post in January was syndicated by one of our partners, Fortune.com, generating over 7.4 million more impressions," Magnarelli says. "And rather than scaring off customers, we've seen interest from them. They've been asking questions about how to get on the list, and they're sharing our tweets about the posts that mention their companies. Our sales reps have begun to leverage these posts with clients, and we're currently working with our B2B marketing team on a strategy for using the posts to help further promote sales."

Beacon data puts Reveal Mobile on the map

Reveal Mobile, a mobile intelligence firm, developed technology that gathers mobile analytics for its customers from billions of data signals. The firm says it has the "world's first [Bluetooth] beacon-powered audience database," which captures analytics from opt-in, location-sharing users based on mobile device latitude and longitude coordinates. 

Reveal Mobile's SDK is built into a nationwide network of mobile apps, which enable the firm to "detect, locate and classify beacons in the United States," according to Matthew Davis, the company's vice president of marketing.

The firm used its data to build TheBeaconMap.com, which is "one of the most successful examples of using our data for marketing," Davis says. The map shows all the locations where Reveal Mobile was able to detect and classify Apple iBeacon and Google Eddystone beacons, at locations including Best Buy, CVS, and Apple stores. 

The firm's goals with its beacon map are "to educate the market on how many beacons companies are deploying and to share use cases on how data generated from beacon interactions becomes valuable," Davis says. 

The beacon map is also meant to raise awareness of the company and facilitate discussions with new prospects, according to Davis, who says the map helped to nearly double page views and visitors to its website since its launch on January 5, 2016. Prior to launch, the Reveal Mobile site saw an average of 1,600 monthly page views and 800 visitors, compared to its 3,000 page views and 1,500 monthly visitors today. The map also helps customers identify ways to identify and collect the most useful mobile audience data and develop more use cases for ad targeting, he says.

Solar Power Authority earns coveted .edu backlinks

Even if your company doesn't generate data to sell to clients, it can benefit from conducting original research and sharing the results.

Solar Power Authority is a resource for consumers who are considering solar power. The site offers information on the costs of installing solar equipment, a related savings calculator, and a solar news blog, according to Brooke Nally, the site's content coordinator.

 

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