Campaign/FTC disclosure:This is a sponsored post. I will receive compensation for this post. I only work with companies I feel have great products, services and offerings. In accordance with myblog disclosure statement, I will only work with and showcase products, events and/or companies I believe my readers will benefit from. Dun & Bradstreet hired me as a blogger to cover their Data- Inspired Digital Strategies Forum Event in New York on December 1st, 2015. I am not formally employed by Dun & Bradstreet. All thoughts and viewpoints are created and written by me. I am disclosing this in accordance with the Federal Trade Commission’s16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.
Image courtesy of Dun & Bradstreet
It turns out the answer to the aforementioned question is a resounding “no”. There are a lot of ideas and theories about how businesses can effectively engage with their respective markets. Unfortunately, the limiting factor at the moment is not that we don’t have enough data or even opportunity to be actionable- but that we have too much data and very little adoption of using it for most purposes in business. This was just one of the many takeaways I gleaned from the panel discussions at last week’s Dun and Bradstreet’s Data-Inspired Digital Marketing Strategies Forum – which took place at the Sofitel Hotel in New York City on, December 1st.
Image courtesy of Dun & Bradstreet
The big question of the day was: How can we use data to better reach the right people at the right time?
Have you noticed that many of the ads that you view online now seem somewhat tailored to things you search or products, services and people you are interested in? What about the sudden shift in voice of several of the leading brands? The vintage use of catchy phrases, jingles and an impersonal tone is no longer the foundation of good marketing or good business. We’re in an age of rapid transformation on all fronts of business. Think about the last commercial or ad you viewed. Chances are the commercials or ads you viewed didn’t just cut-to-the-chase and urge you to purchase something. Of late, marketing is starting to sound and feel a little more personal. It is almost as if the company trying to get your attention had you in mind when they created said service, product etc. What is clear is that businesses must meet the customer where they are by making sure they are engaging with prospective customers with the right messaging or solution at the time when they are poised to make a purchasing decision. Anudit Vikram, SVP, Chief Product Officer-Audience Solutions for Dun & Bradstreet shared that: “Digital Marketing is about how many integrated touch points we can have with prospective customers across all channels.”
It turns out looking at “quantity” of touch points alone isn’t a comprehensive marketing approach either. Businesses have to also be mindful that the data they are harnessing is quality. Your insights and planning will only be as good as the data that has informed it. This is where many companies are missing the mark. It is key to take a step back and consider what the overall plan is. As I have mentioned in several articles this year, you cannot do the “data thing” just to do it. It was echoed in several of the talks that there needs to be clarity around the outcomes businesses are trying to achieve. It was also strongly suggested that businesses have a concrete plan for how they will harvest and synthesize the data that will facilitate digital marketing initiatives.
To ensure that you are on the right track to having good and clean data, do the following:
Start small by piloting your data collection on one initiative or program. This allows you to triage any issues and standardize your measurements before extending your methods to other areas of the business.
Be clear on what measures and methods you will use to measure outcomes. Data is only as good as its inputs.
Implement the right technology resources to facilitate the collection, evaluation and application of your data. Technology implemented correctly can be helpful in centralizing the collection and management of your data- decreasing the necessity of having to manipulate the data regularly due to errors.
It is clear that the way we conduct business and market our services has changed given the digital climate we are experiencing. What isn’t as clear is: How do we get people to consistently make use of the data that is available them? Moreover, how do we get people to see that the use of data (be it in marketing or otherwise) as an opportunity and not as a threat?
Image courtesy of Dun & Bradstreet
Looking towards 2016 and evaluating the state of data adoption and data-driven marketing Josh Mueller, SVP of Digital Operations at Dun &Bradstreet stated: “2016 is an inflection point for digital marketing.” That is to say that we’re at a prime point on the trajectory and evolution of digital marketing where we are poised to “target, capture and convert” our most prized customers. It is time to decide whether your business can survive with or without the use of data insights. Better yet, can you afford to continue blindly marketing to your customer segment while settling for marginal responses and outcomes. Let 2016 be your “inflection point” and reflect on how you can start putting the data you have today to work in an effort to improve your business across-the-board.
For further insights from the event, check out two of the speaker presentations below:
Josh Mueller, SVP of Digital Operations at Dun & Bradstreet and Anudit Vikram, SVP Chief Product Officer-Audience Solutions for Dun & Bradstreet- Data-Inspired Digital Marketing.
The holidays are upon us and as if most other times of year aren’t crazy enough- this time of the year is down right frenetic. It has been just around a month since I wrote something here. My absence wasn’t because I no longer care to write or that I am somehow lacking in ambition. Quite simply, I needed a break after an epic year of opportunity that left me exhausted. Actually, if I am honest with myself I experienced a bout of exhaustion- there I said it!
If you look around there are all sorts of cues around us urging us to keep going, work harder, and do more. What may be social cues for others is a daily log of messages in my head. It replays over and over again. There’s no question that success comes to those who work for it. Working hard and consistently is how you make your luck in life. The dilemma is: Sometimes over-achievement comes at a price and that price is very likely to be your health. All of this chatter about “hustling hard” is a myth. There is something called rest and your body needs it. There is something called “burnout” and that is also a very real thing.
The goal and sweet spot is to work smarter, not harder. That isn’t to say that when I need to get something done and it requires a late night that I won’t do it. I will do it and drink a half a pot of coffee doing it. What I am saying is we all need balance and/or a break. While it isn’t a perfect science for many of us day-to-day, it is certainly something we all should try to work towards on a regular basis.
This topic of “The Myth of Hustling” was so dear to me that I tackled it on a recent “Ask Czarina Live” episode. I urge you to watch the show below and share your stories and thoughts with me.
In just a few short days, I will be taking a more substantial break where I tune out a bit more to take in the holiday festivities and reflect on my year. It will also provide quiet, creative space for me to churn out some items that are sure to please when I return with a vengeance in 2016. This will mark another time where “The Aristocracy of HR” goes quiet for a bit. I wasn’t sure if I was fine with taking this break, but I have decided that it is fine and it is necessary. I will touch base here twice more before it goes quiet for about two weeks or so ( still deciding how much time I want to take). I will be back before you know it filling your brains with all things, tech, data, world of work, entrepreneurship and of course my newest baby “Ask Czarina Live”.
A few month’s ago, I was searching for articles on female entrepreneurship. I needed statistics and facts around this topic. I was beyond pleasantly surprised to find this Entrepreneur article called: The fastest-growing group of entrepreneurs in America. This article not only summarized the state of entrepreneurship for females, but it highlighted a statistic- even I was not aware of. The statistic was: The number of African-American owned businesses grew 322% since 1997. So, while entrepreneurship by females in general grew 74% from 1997 to 2015, black women blew that statistic away.
Image of Biddy Mason Courtesy of Wikipedia
I believe there are many reasons for this rapid increase in female entrepreneurs and even more so for black women taking this leap.
In this episode I will share the following:
What I believe is contributing to the rise in females becoming entrepreneurs in general.
What factors may be contributing to the rise of the businesses owned by African-American Women?
What does this mean for the future of work?
Great statistics, but is there room for improvement?
If Entrepreneur can put this topic on blast, so can I. We are going to explore all sides of female entrepreneurship this week.
To get your palate wet for this week’s discussion, check out these articles for more insights:
I’m calling out all mompreneurs, womeneurs, solopreneurs, entrepreneurs, boss ladies, and even aspiring female entrepreneurs to join me on Thursday at 11pm EST/10pm CST/8pm PST for “Ask Czarina Live”.
Good News! I promised you that I would be posting the replays of “Ask Czarina Live” to “The Aristocracy of HR” You Tube Channel for those of you not ready to take the Periscope plunge. Fortunately, I have been enlightened that an app named Katch.me exists. Katch.me saves all of my Periscope episodes so I can share and download my episodes. If you’re on Katch, you can check out “Ask Czarina” replays there. Otherwise, I am happy to announce that my replay from last week is up on “The Aristocracy of HR” You Tube Channel.
As usual it will be fun, fresh, and insightful. I look forward to seeing you there.
Want more? Click here to watch the latest “Ask Czarina” episode. Subscribe to “The Aristocracy of HR” You Tube Channel to be notified when new episodes are published.
I was at IBM Insight last week and as per usual it was an awarding experience. There is a shift going on in business and technology that I find both interesting and exciting. It is a shift that is about partnership over competition. Big name technology companies are partnering with new school app developers and tech startups to provide consumers with better products, experiences and customer service.
Image courtesy of IBM.
You may be thinking: “How will this all be done?” The surge of cognitive technology is leading the way in allowing for better insights that allow for a better understanding of people. Cognitive technology allows us to get to the root of people’s behaviors, motivations, needs, and wants. The compilation of this information around these things allows companies to provide a personalized experience and resolution to some of the most pressing human issues.
For instance, we all know the dreaded unexpected breakdown of appliances. They are costly and unwelcomed. Whirlpool is focused on the connecting everything that is important to us through mobile-optimized appliances. This means that you could receive notification telling us that a part in our machines is going and have that information sent back to Whirlpool for troubleshooting.
Image courtesy of IBM.
Box is working with IBM’s Watson Analytics to synthesize the information you house in Box to provide real-time analytics for end users. I know it frustrates me to have unstructured information and data that is either hidden or lost in the systems I use. To be able, to have insights derived from the files you save with Box is a tremendous capability for individuals and business owners.
Courtesy of IBM.
The Internet of Weather
How about all of these catastrophic weather events we’re experiencing? The Weather Company is on the heels of being acquired by IBM for their Internet of Things division. At the conference, they described an app that could be used during hurricanes not only for timely push notifications based on minute-to-minute news surrounding a weather event; but also the app has the ability to function as a flashlight and alarm to alert authorities to people who may be stranded during a catastrophic weather event.
Partnership > Competition
It is interesting to see the market moving in a direction where being competitive means partnering with a competitor to disrupt the market and provide a better product overall. Companies that you wouldn’t dream of seeing on the same billboard let alone working together realize that innovation in a vacuum is no innovation at all. The reality is: Customers want more. Whether it is quality of customer experience or a better product- very few companies are able to upkeep the supply of new, exciting and efficient products. In return, they are collaborating with other businesses or competitors to leverage their respective market strengths and technology to create new or increased value.
Why Should HR Practitioners Care?
With all these new ways of collaborating and doing business, HR needs to be looking at new and creative ways to deploy individuals and teams to get the work done. Additionally, it is a wake up call to all of us to remain aware of the changing business climate. We need to be aware of shifts in business and be prepared to pivot how we serve in our organizations. You can’t be a part of the conversation, if you don’t know what’s going on. It is equivalent to the moments in which a person comes in on the tail end of a conversation and arrives at an incorrect conclusion because they were otherwise occupied or absent from the majority of the conversation. We have a duty to become knowledgeable not only in the practice of Human Resources, but in business, market shifts, changes in customer behaviors and sentiments. It is near impossible to be a true partner to the C-Suite when you don’t know enough to craft a solution.
How do you see these competitive partnerships impacting what we do in HR?
Want more? Click here to watch the latest “Ask Czarina” episode. Subscribe to “The Aristocracy of HR” You Tube Channel to be notified when new episodes are published.
There’s lots of buzz lately about the effects of social media use on children as well as adults. In the span of 2-3 weeks, I have encountered two stories of social influencers who are no longer interested in “keeping up appearances” on social media. In both instances, social media drove two young women to do things that they felt they wouldn’t have done otherwise.
The first of two stories is coined by a young woman who goes by the name: “Jasmine”. The name of her article is: “My ‘Perfect’ Life On Social Media Is Putting Me In Debt”. “Jasmine” recently admitted to going into debt while attempting to maintain her social persona on Instagram. Although she cites that her life is rather mundane, she paid handsomely to portray a more luxurious lifestyle than she currently lives in real life. Her social exploits have gotten so out of hand that she expressed some trepidation in sharing what she has done with her parents.
In a more recent instance, Essena O’Neill makes a bold statement saying that social media is an “illusion”. Essena goes onto share that she was often consumed by the need to accumulate “likes and views” and as such began to measure her self-worth by these means. She is now launching a call-to-action for other teens and people to become “game-changers” instead of a bunch of made-up online personas.
Without giving away to much, my opinion is: there are key concepts that contribute to this illusion that social media is destroying lives. The first concept is: everything should be done in moderation- especially social media. To be fair, there is nothing “moderate” about being a social influencer. However, it is completely up to you to figure out what your cadence should be on social media. The second concept is: is it the tool or the operator of the tool who is to blame in this argument?
In this episode I will share the following:
Is social media evil or is the operator at fault?
The difficulty I have in understanding this new age of vanity.
It’s time to separate fact from fiction with regard to social media.
Getting social influencing right from the start.
I don’t know that we will reach a verdict on the evils of social media, but I am hoping to have some great dialogue on this topic. Join me on Thursday at 11pm EST/10pm CST/8pm PST for “Ask Czarina Live”.
A friendly reminder: I promised you that I would be posting the replays of “Ask Czarina Live” to “The Aristocracy of HR” You Tube Channel for those of you not ready to take the Periscope plunge. Unfortunately, Periscope has a bug that is preventing my broadcasts from properly being saved in my gallery, so I am currently unable to share my shows in both places. They are working on it and I will let you know when I am able to do it. For now, you can continue to view replays on Periscope, within the 24-hour window allotted,
As usual it will be fun, fresh, and insightful. I look forward to seeing you there.
Want more? Click here to watch the latest “Ask Czarina” episode. Subscribe to “The Aristocracy of HR” You Tube Channel to be notified when new episodes are published.
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