US +1 650 600 3955 | EU +43 720 115 215 office@7sheep.net

Clean data: What we mean and how can you do it right?

First, let’s get it out of the way: Data cleaning is invariably dull. It’s repetitive work and you need an eye for detail. But, I think we’ll all agree, it is essential. A lot of our clients struggle with the concept and execution of clean data when we talk about it. Let’s break it down: What do we mean by clean data and how do you do it? What is clean data? Essentially, for us, there are two parts. One part is clean according to 7Sheep and the other is clean according to ‘humans’. The first part is what can be harder to communicate. Part of an IBM definition of a clean data set is: All data types are accurately identified. All columns contain the same data type. For example, in a numeric type column, there are no alpha-numeric strings. Essentially, that’s it! Simple! Or is it? Something as simple as a telephone number can be stored as the correct number but still be ‘unclean’/invalid according to the database. In 7Sheep, a telephone field is a numeric field option with a few special characters (+, (.)) allowed. However, different cultures write telephone numbers in a variety of ways so, someone could be forcing an invalid result by separating digits with a full stop (period). The phone number may be correct but the way it is stored is not. Your data isn’t clean. 7Sheep is a program, when all’s said and done, it responds to your commands and does what you tell it to. Clean data is entirely in your control. How can you clean data? In 7Sheep it’s a...
Getting People to Talk About Themselves

Getting People to Talk About Themselves

How much information do people disclose on forms? That is the question that two researchers from the University of Cambridge and University College London sought to answer. Their research finds that 25% of web claim to have entered false data into forms, and their name is the most frequent item that they lie about. So what’s the upshot of their study? The most important thing to keep in mind in terms of marketing can be summarized by one brief statement in the study “It can be helpful to frame data collection as a social exchange rather than an economic exchange.” Privacy Economics Privacy economics is a field that analyzes how people make decisions about their privacy. In it, there’s a traditional assumption that people will generally fill as few fields as possible because 1) they want to reduce invasion of privacy, and 2) they want to put as little effort into typing as possible. This makes sense. It explains why Autofill has been around since 1997 to help people enter personal information without having to type it. But as internet forms become more prevalent, there has been a rising concern for privacy. So is it true that people fill in as few fields as possible? Well, if this assumption makes perfect sense, then the findings by these authors might surprise you. Fields and Incentives In general, their findings suggest that people will complete fields even when they are marked as optional. This shouldn’t make sense according to the aforementioned assumption because they are putting more effort to tell you more about themselves. Why? According to their findings, it’s because...

The Gif that Keeps on Giving

Anyone who has used the internet over the past few years has surely encountered gifs, particularly animated gifs, whether they realize it or not. Sometimes these are simple animations to make a website more lively instead of being static and dull, other times they are clips from famous shows or movies that most people would be able to relate to. But can these be used for marketing? The answer is an emphatic “yes.” Regardless of the situation, gifs can help you be more personable and there’s a gif for everything. Why The first and most important thing to keep in mind when using gifs is remembering one thing: emotion. Believe it or not, using gifs for communication and marketing has a lot to do with emotional intelligence and answering the question *“which emotion am I trying to communicate?”* Emotional Intelligence is understanding how emotions work both in yourself and in others in order to communicate properly. Gifs allow you to do this because they are infinitely more personable and can leave less room for misinterpretation than other forms of communicating. If a picture says a thousand words, and a gif is a compilation of images, then you really need to think about using gifs in your marketing campaigns. Lastly, use them because they are catchy. Websites and messages become more lively through gifs because there is motion that catches the reader’s eye and makes a website or e-mail look more exciting. When the reader engages with your message more as a conversation than an advertisement, it can have potentially huge rewards. For example, Dell increased their conversion rate by...

What is Marketing Automation?

Marketing automation is the process of systematizing campaigns while simultaneously tailoring them to individual customers. The reason why it has become so popular is because it allows your marketing team to have personal interactions with more people than you have time or energy for, which translates into better relationships with your customers and more customer loyalty. Instead of simply targeting a demographic and spamming them, your automated campaign will nurture leads throughout the process and keep track of how engaged they are with your product and website. Are they actually opening your emails? Are they clicking through to your website? These are things that marketing automation allows you to measure and respond to systematically in order to communicate more effectively with your leads and clients. Marketing-generated leads – Inbound Marketing Before the spread of the internet, businesses would have to advertise a lot more in order to reach their audience, but now customers are overwhelmed with advertisements everywhere they go so they stop paying attention to them. Using marketing-generated and nurtured leads, marketing automation ensures that a personalised message is being delivered at exactly the right time. Your communications are being targeted at every point through the sales funnel ensuring that you know when your leads are hot – because your marketing made them that way. Companies using marketing automation experience conversion rates (from initial response to Marketing Qualified Lead) that are 53% higher than those not using a software. A simple automated campaign such as personalized birthday emails have seen conversion rates as high as 50%. Automation+Personalisation ensures meaningful, scalable communication with your targets. Tracking prospects – Nurturing...