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How to use data to optimise your multi-channel marketing

Multi-channel marketing provides businesses with the opportunity to engage with consumers across a variety of different fronts, tailoring messages for specific groups while maintaining a consistent message and brand. But it’s not simply a matter of sending your message blindly out into the ether – to achieve true success over multiple channels you need to make effective use of the data at your disposal.

This article demystifies this process, helping you understand what this data is, where you need to find it and what you need to do with it. As with all marketing, a little bit of considered thought at the start of the campaign makes a real difference in the result.

Tracking your data

This may seem obvious, but the actual obtaining of your data is the most important place to start and tracking a campaign is really the only way to determine whether your marketing efforts are having a positive effect on your business’s bottom line.

In the digital world, track conversion metrics broken down by target audience and geography. When offline, data should be tracked at the lowest level possible to ensure clarity and simplicity. Something else to consider is the manner in which this data will be stored. Marketing produces a high volume of data, and it’s important to ensure you will have an intuitive system for tracking and managing this information. It may even be an idea to outsource this aspect of the process, for simplicities sake.

Analyse your data

Now that you have your data, it’s important to understand what it’s telling you. Consider a consumer’s interaction with your brand as a path, from discovering the initial message to ultimately making a purchase/interacting with your service.

Discovering and acknowledging the channels different groups are using to interact with your brand is a good way to understand improvements you can make on a broader level, as well as some quick victories that can streamline processes.

A thorough data analysis is also a good way to gain a thorough understanding of the consumers who are interacting with your brand. Find out who the high value consumers are and determine ways in which you can enhance engagement. Also, consider the devices they are using in their interactions. You’re as good as your data in marketing, and a thorough analysis will ensure you get more bang for your buck.

Develop a strategy

Now that you’ve analysed your data, it’s time to decide how you’re going to respond to it. You’ve discovered the channels your consumers are responding to and the groups of consumers are of highest value, so now it’s time to maximise this and develop a message that will achieve results for your business.

There are a few things to consider in this process. For instance, it’s important to make sure the message that passes through to your customers across multiple channels is a consistent, effective one. It’s also important to make sure the consumer’s journey through different channels is as seamless as possible. An online clothes retailer may have people browsing on mobile devices during the day but only making the purchase when they get home, so keep this in mind at all times.

Respond through preferred channels

Now you’ve analysed your data and formulated an effective strategy, it’s time to bring it all together. Multi-channel marketing allows you to engage different groups of consumers with tailor-made messages, but as mentioned before, it’s important to ensure these messages are consistent with the overall identity of your brand.

Test, test, test

The most important part here is tracking your results, responding and testing. Look for different aspects of your campaign to test and make sure you integrate them into your planning. Think about different conversation metric variables and see how you can tinker with them to achieve different results. As with any marketing, it’s not likely you’re going to find the thing that works best with your first effort, so be flexible and willing to incorporate new ideas into your campaign. The world moves at a fast pace these days and if you’re not willing to keep up, it will be to the detriment of your multi-channel marketing campaign. Testing and a degree of flexibility in your approach allows you to keep track of what is and isn’t working and stay ahead of the curve.

Multi-channel marketing is one of the most effective ways to engage with consumers in 2023. But it’s important to do it correctly. Track your data, analyse your data and develop a strategy that allows you to respond effectively in the appropriate channels. And once you’ve done this test, test and test some more! A proactive approach can achieve serious results for your business, allowing you to maintain a consistent message across multiple platforms and maximise the yield from your consumers.

At the end of the day, multi-channel marketing is about getting as much bang for your buck as possible. An acute awareness of what your data is telling you and how to respond will help your business grow and separate you from the rest of the pack.

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Golang Program To Add Two Matrix Using Multi

In this tutorial, we will write a go language program to add two matrices. The difference between a single-dimension array and a multidimensional array is that the former holds an attribute while the latter holds another array on the index. Additionally, every element of a multidimensional array will have the same data type.

Adding Two Matrices Using Loops

Let us now look at a go language program to add two matrices using loops.

Algorithm to the Above Program

Step 1 − Import the fmt package.

Step 2 − Now we need to start the main() function.

Step 3 − Then we are creating two matrices named matrixA and matrixB and store values in them.

Step 4 − Print the arrays on the screen using fmt.Println() function.

Step 5 − Initialize a new matrix of type int to hold the result.

Step 6 − To add the two matrices use the for loop to iterate over the two matrices

Step 7 − Using the first for loop is used to get the row of the matrix while the second for loop gives us the column of the matrix.

Step 8 − Once the loop gets over the new matrix has the sum of the two matrices.

Step 9 − Print the elements of the new matrix using for loops and fmt.Println() function.

Example package main import ( "fmt" ) func main() { var i, j int var matrixC [3][3]int matrixA := [3][3]int{ {0, 1}, {4, 5}, {8, 9}, } matrixB := [3][3]int{ {10, 11, 12}, {13, 14, 15}, {16, 17, 18}, } fmt.Println("The first matrix is:") for i = 0; i < 3; i++ { for j = 0; j < 2; j++ { fmt.Print(matrixA[i][j], "t") } fmt.Println() } fmt.Println() fmt.Println("The second matrix is:") for i = 0; i < 3; i++ { for j = 0; j < 3; j++ { fmt.Print(matrixB[i][j], "t") } fmt.Println() } fmt.Println() fmt.Println("The results of addition of matrix A & B: ") for i = 0; i < 3; i++ { for j = 0; j < 3; j++ { matrixC[i][j] = matrixA[i][j] + matrixB[i][j] } } for i = 0; i < 3; i++ { for j = 0; j < 3; j++ { fmt.Print(matrixC[i][j], "t") } fmt.Println() } } Output The first matrix is: 0 1 4 5 8 9 The second matrix is: 10 11 12 13 14 15 16 17 18 The results of addition of matrix A & B: 1012 12 17 19 15 24 26 18 Add Two Matrices Using an External Function

In this example, we will use user-defined functions to add two matrices.

Algorithm to the Above Program

Step 1 − Import the fmt package.

Step 2 − Create a function to add two matrices.

Step 3 − In this function use make() function to create a slice of the matrix and the range function to iterate over the matrix to find the sum

Step 4 − Start the main function.

Step 5 − Initialize two matrices and store elements to them print the matrices on the screen.

Step 6 − Call the AddMatrices() function by passing the two matrices as arguments to the function.

Step 7 − Store the result obtained and print it on the screen.

Syntax func make ([] type, size, capacity)

The make function in go language is used to create an array/map it accepts the type of variable to be created, its size and capacity as arguments.

func append(slice, element_1, element_2…, element_N) []T

The append function is used to add values to an array slice. It takes number of arguments. The first argument is the array to which we wish to add the values followed by the values to add. The function then returns the final slice of array containing all the values.

Example package main import ( "fmt" ) func AddMatrix(matrix1 [3][3]int, matrix2 [3][3]int) [][]int { result := make([][]int, len(matrix1)) for i, a := range matrix1 { for j, _ := range a { result[i] = append(result[i], matrix1[i][j]+matrix2[i][j]) } } return result } func main() { matrixA := [3][3]int{ {0, 1, 2}, {4, 5, 6}, {8, 9, 10}, } matrixB := [3][3]int{ {10, 11}, {13, 14}, {16, 17}, } fmt.Println("The first matrix is:") for i := 0; i < 3; i++ { for j := 0; j < 3; j++ { fmt.Print(matrixA[i][j], "t") } fmt.Println() } fmt.Println() fmt.Println("The second matrix is:") for i := 0; i < 3; i++ { for j := 0; j < 2; j++ { fmt.Print(matrixB[i][j], "t") } fmt.Println() } fmt.Println() result := AddMatrix(matrixA, matrixB) fmt.Println("The results of addition of matrix A & B: ") for i := 0; i < 3; i++ { for j := 0; j < 3; j++ { fmt.Print(result[i][j], "t") } fmt.Println() } } Output The first matrix is: 0 1 2 4 5 6 8 9 10 The second matrix is: 10 11 13 14 16 17 The results of addition of matrix A & B: 10 12 2 17 19 6 24 26 10 Conclusion

We have successfully compiled and executed a go language program to add to matrices along with examples. In the first example, we have implemented the logic in the main() function while in the second one we have used external functions to implement the above logic.

Meet These Top Successful Data Science Companies For 2023

UpGrad

UpGrad is an online platform that offers educational services on various topics like digital marketing, product management, entrepreneurship, data analytics, data-driven management and digital technology management. Founded in 2023, the company collaborates with world-class faculty and industry to facilitate access to career-oriented courses and assists Indian students and working professionals who want to upgrade their careers.

Urban Company

Urban Company (formerly UrbanClap) is India and the UAE’s largest home services company. It is an all-in-one platform that helps users hire premium service professionals, from beauticians and masseurs to sofa cleaners, carpenters, and technicians. Since its inception, Urban Company has built a network of 25,000+ trained service professionals and served over 5 million customers across major metropolitan cities of India, Dubai, Abu Dhabi, Sydney, and Singapore.

Verizon Data Services India

Verizon Data Services India is one of the world’s leading providers of technology, communication, information and entertainment products. Founded in 2000, the company is transforming the way people, businesses and things connect. As innovation hub, Verizon India is a big part of the global teams that brought 5G to life. The company plays a critical role in both the development of new technologies and the day-to-day operation of business, building systems and working on initiatives to help deliver unmatched experiences to consumers and businesses.

Wipro

Wipro Limited is a leading global information technology, consulting, and business process service company. Wipro harnesses the power of cognitive computing, hyper-automation, robotics, cloud, analytics, and emerging technologies to help its clients adapt to the digital world and make them successful. The company is recognized for its comprehensive portfolio of services, a strong commitment to sustainability, and good corporate citizenship.

Zeta Suite

Data science is a new field that is constantly growing and evolving. With so many tools being developed for brands to communicate with the audience, it is quite pertinent for marketers to figure out the needs and demands of these audiences, and what better tool to get such insights other than data science? Here are the top data science companies that data professionals can choose from in 2023.UpGrad is an online platform that offers educational services on various topics like digital marketing, product management, entrepreneurship, data analytics, data-driven management and digital technology management. Founded in 2023, the company collaborates with world-class faculty and industry to facilitate access to career-oriented courses and assists Indian students and working professionals who want to upgrade their careers.Urban Company (formerly UrbanClap) is India and the UAE’s largest home services company. It is an all-in-one platform that helps users hire premium service professionals, from beauticians and masseurs to sofa cleaners, carpenters, and technicians. Since its inception, Urban Company has built a network of 25,000+ trained service professionals and served over 5 million customers across major metropolitan cities of India, Dubai, Abu Dhabi, Sydney, and Singapore.Verizon Data Services India is one of the world’s leading providers of technology, communication, information and entertainment products. Founded in 2000, the company is transforming the way people, businesses and things connect. As innovation hub, Verizon India is a big part of the global teams that brought 5G to life. The company plays a critical role in both the development of new technologies and the day-to-day operation of business, building systems and working on initiatives to help deliver unmatched experiences to consumers and businesses.Wipro Limited is a leading global information technology, consulting, and business process service company. Wipro harnesses the power of cognitive computing, hyper-automation, robotics, cloud, analytics, and emerging technologies to help its clients adapt to the digital world and make them successful. The company is recognized for its comprehensive portfolio of services, a strong commitment to sustainability, and good corporate citizenship.Zeta® is in the business of providing a full-stack, cloud-native, API-first neo-banking platform including a digital core and a payment engine for the issuance of credit, debit, and prepaid products that enable legacy banks and new-age fintech institutions to launch modern retail and corporate fintech products. Its cloud-based smart benefits suite called Zeta Tax Benefits focuses on digitizing tax-saving reimbursements for employees, like mobile reimbursements, fuel reimbursements, gadget reimbursements, gift cards, and LTA.

Scraping Data Using Octoparse For Product Assessment

In today’s data-driven world, it is crucial to have access to reliable and relevant data for informed decision-making. Often, data from external sources is obtained through processes like pulling or pushing from data providers and subsequently stored in a data lake. This marks the beginning of a data preparation journey where various techniques are applied to clean, transform, and apply business rules to the data. Ultimately, this prepared data serves as the foundation for Business Intelligence (BI) or AI applications, tailored to meet individual business requirements. Join me as we dive into the world of data scraping with Octoparse and discover its potential in enhancing data-driven insights.

This article was published as a part of the Data Science Blogathon.

Web Scrapping and Analytics

Yes! In some cases, we have e to grab the data from an external source using Web Scraping techniques and do all data torturing on top of the data to find the insight of the data with techniques.

Same time we do not forget to use to find the relationship and correlation between features and expand the other opportunities to explore further by applying mathematics, statistics, and visualisation techniques, on top of selecting and using machine learning algorithms and finding the prediction/classification/clustering to improve the business opportunities and prospects, this is a tremendous journey.

Focusing on excellent data collection from the right resource is the critical success of a data platform project. I hope you know that. In this article, let’s try to understand the process of gaining data using scraping techniques – zero code.

Before getting into this, I will try to understand a few things better.

Data Providers

As I mentioned earlier, the Data Sources for DS/DA could be in from any data source. Here, our focus is on Web-Scraping processes.

What is Web-Scraping and Why?

Web-Scraping is the process of extracting data in diverse volumes in a specific format from a website(s) in the form of slice and dice for Data Analytics and Data Science standpoint and file formats depending on the business requirements. It would .csv, JSON, .xlsx,.xml, etc.. Sometimes we can store the data directly into the database.

Why Web-Scraping?

Web-Scraping is critical to the process; it allows quick and economical extraction of data from different sources, followed by diverse data processing techniques to gather the insights directed to understand the business better and keep track of the brand and reputation of a company to align with legal limits.

Web Scraping Process RequestVsResponse

The first step is to request the target website(s) for the specific contents of a particular URL, which returns the data in a specific format mentioned in the programming language (or) script.

Parsing&Extraction

As we know, Parsing is usually applied to programming languages (Java..Net, Python, etc.). It is the structured process of taking the code in the form of text and producing a structured output in understandable ways.

Data-Downloading

The last part of scrapping is where you can download and save the data in CSV, JSON format or a database. We can use this file as input for Data Analytics and Data Science perspective.

There are multiple Web Scraping tools/software available in the market, and let’s look at a few of them.

In the market, many Web-Scraping tools are available, and let’s review a few of them.

ProWebScraper Features

Completely effortless exercise

It can be used by anyone can who knows how to browse

It can scrape Texts, Table data, Links, Images, Numbers and Key-Value Pairs.

It can scrape multiple pages.

It can be scheduled based on the demand (Hourly, Daily, Weekly, etc.)

Highly scalable, it can run multiple scrapers simultaneously and thousands of pages.

Let’s focus on Octoparse,

The web-Data Extraction tool, Octoparse, stands out from other devices in the market. You can extract the required data without coding, scrape data with modern visual design, and automatically scrapes the data from the website(s) along with the SaaS Web-Data platform feature.

Octoparse provides ready-to-use Scraping templates for different purposes, including Amazon, eBay, Twitter, Instagram, Facebook, BestBuy and many more. It lets us tailor the scraper according to our requirements specific.

Compared with other tools available in the market, it is beneficial at the organisational level with massive Web- Scraping demands. We can use this for multiple industries like e-commerce, travel, investment, social, crypto-currency, marketing, real estate etc.

Features

Both categories could find it easy to use this to extract information from websites.

ZERO code experience is fantastic.

Indeed, it makes life easier and faster to get data from websites without code and with simple configurations.

It can scrape the data from Text, Table, Web-Links, Listing-pages and images.

It can download the data in CSV and Excel formats from multiple pages.

It can be scheduled based on the demand (Hourly, Daily, Weekly, etc.)

Excellent API integration feature, which delivers the data automatically to our systems.

Now time to Scrape eBay product information using Octoparse.

Getting product information from eBay, Let’s open the eBay and select/search for a product, and copy the URL

In a few steps, we were able to complete the entire process.

Open the target webpage

Creating a workflow

Scrapping the content from the specified web pages.

Customizing and validating the data using review future

Extract the data using workflow

Scheduling

Open Target Webpage

Let’s login Octoparse, paste the URL and hit the start button; Octoparse starts auto-detect and pulls the details for you in a separate window.

Creating Workflow and New-Task

Wait until the search reaches 100% so that you will get data for your needs.

During the detection, Octoparse will select the critical elements for your convenience and save our time.

Note: To remove the cookies, please turn off the browser tag.

Scrapping the Content from the Identified Web-page

Once we confirm the detection, the Workflow template is ready for configurations and data preview at the bottom. There you can configure the column as convenient (Copy, Delete, Customize the column, etc.,)

Customizing and Validating the Data using Review Future

You can add your custom field(s) in the Data preview window, import and export the data, and remove duplicates.

Extract the Data using Workflow

On the Workflow window, based on your hit on each navigation, we could move around the web browser. – Go to the web page, Scroll Page, Loop Item, Extract Data, and you can add new steps.

We can configure time out, file format in JSON or NOT, Before and After the action is performed, and how often the action should perform. After the required configurations have been done, we could act and extract the data.

Save Configuration, and Run the Workflow

Schedule-task

You can run it on your device or in the cloud.

Data Extraction – Process starts

Data ready to Export

Chose the Data Format for Further Usage

Saving the Extracted Data

Extracted Data is Ready in the Specified-format

Data is ready for further usage either in Data Analytics and Data Science

What is Next! Yes, no doubt about that, have to load in Jupiter notebook and start using the EDA process extensively.

Conclusion

Importance of Data Source

Data Science Lifecycle

What is Web Scrapping and Why

The process involved in Web Scrapping

Top Web Scraping tools and their overview

Octoparse Use case – Data Extraction from eBay

Data Extraction using Octoparse – detailed steps (Zero Code)

I have enjoyed this web-scraping tool and am impressed with its features; you can try and want it to extract free data for your Data Science & Analytics practice projects perspective.

Frequently Asked Questions

Top Points For Successful Erp Implementation

ERP systems are trusted by businesses from all industries. They streamline business processes, increase productivity, reduce wastage, encourage collaboration and increase profits. Advanced ERP solutions provide actionable insights that allow decision-makers to make better decisions. Although ERP has many benefits, implementation can be difficult as it involves a lot of time and money. Implementation is the key to ERP’s success. ERP implementations that are successful will ultimately improve the productivity and efficiency of operations. If ERP isn’t implemented correctly, it can cause a loss of time and money. We offer “Tips for Successful ERP Implementation” in this article.

Understanding Your Business Requirements

It is recommended to first identify the problem areas in your business if you don’t use any ERP or accounting software. You must monitor and control the movement of goods across different channels if your business involves a supply chain. If your accounting software is outdated, you should consider upgrading to a more sophisticated system that will not only increase organizational efficiency but also eliminate data silos.

How to Choose the Best ERP Solution

There are so many options on the market that it is difficult to find the right option for your business. Oracle NetSuite is one of the most widely used options. NetSuite, a cloud-based and true SaaS Business Manager Suite, automates both front- and back-office processes. This allows small and large businesses to quickly respond to market opportunities and make informed decisions. NetSuite offers core capabilities such as financial management, revenue management, fixed assets management, order management, and billing. It also provides real-time visibility of key performance indicators. Available as Software-as-a-Service (SaaS), NetSuite doesn’t require hardware, no large upfront license fee, no maintenance fees associated with hardware or software, and no complex setups. SaaS deployment allows even small businesses to benefit from digital transformation.

Right Implementation Team

Be Precise and Realistic

Manage Change, Avoid Chaos

The installation of ERP can transform many processes and the way employees work. The success of the implementation depends on the quality of your change management planning. Proper planning and execution tactics will prevent confusion and buildup of resistance to impending changes. It would be great to educate your employees about the ERP solution’s benefits.

7 Musts For A Successful Youtube Channel

YouTube is the second largest search engine on the web, right behind Google. And by now, you probably know that Google owns YouTube.

So, as social media managers and SEO professionals, YouTube is a platform we cannot afford to ignore.

An optimized channel is the foundation of successful content.

Some of these optimizations are no-brainers. Others tend to get overlooked.

What follows are seven musts for a successful YouTube Channel.

1. Channel Banner

Once people get to your YouTube Channel, the first thing they see is your channel banner.

A channel banner is a piece of creative that runs across the top of your channel.

The desired specs for a YouTube channel banner is 2,560 x 1,440 pixels, but keep in mind the “safe area” is 1,546 x 423 pixels – so all content should be kept within that middle section.

Create Your Ideal YouTube Channel Banner

Ideally, your channel banner will tell people what kind of videos they can expect and when they can expect them.

Or, if YouTube is not your primary social platform, you may want to put your other social media handles on your channel banner instead.

However, you don’t want so much information on the channel banner that people don’t read it all, so keep it simple!

Here’s an example from Roger Wakefield’s plumbing channel.

2. Introduction Video

Upon entering a channel, a set introduction video will start auto-playing under the channel banner, and it is the largest video on the screen.

Better yet, the first portion of the description of the video you set will also be shown on your channel home page.

This is a great place to tell people a little more about yourself and your channel.

This introduction video from Cass Thompson’s YouTube channel does just that.

3. Optimized Playlists

Now, the other things shown on your home page are playlists.

Playlists are defined groups of video that are selected, and named, by the channel owner. They are a great way to group your content and answer all of the questions around a specific topic or keyword.

Think of playlists and their titles/descriptions as pillar content.

You want to title your playlist the broad keyword you’d like to rank for, then add a description that includes long-tail or secondary keywords.

All of the videos you add to this playlist should be related to the larger topic you want your videos to rank for.

Optimized YouTube Playlist Example

Nextiva has done a great job creating videos for the keyword Connected Communications.

To date, this playlist features 20 videos, all of which answer a specific question around connected communications.

Some of the videos have thousands of views, while others have just a hundred or so.

But, when looking at the SERP, you’ll see that these videos have really paid off.

4. Defined Channel Keywords

YouTube is like Google. It relies on user-generated signals to determine who to show videos to and when to show them videos.

One of the ways you can help YouTube understand your content and who it should be served to is by defining your channel keywords.

This is a step that gets skipped rather often because it’s not the easiest setting to find.

How to Set YouTube Channel Keywords

Go to YouTube Studio.

Select Settings.

From the menu, toggle to Channel.

Set your keywords.

You don’t need to add a million keywords here but instead, focus on 5 to 10 important keywords that describe your channel.

Backlinko did a study that found you don’t want to use more than 50 characters in this section.

5. Custom URL

The magic number is 100.

At 100 subscribers you are able to get the coveted custom URL.

The custom URL is useful for one major reason – it makes it much easier to link to your YouTube channel.

Setting your custom URL only becomes available once you hit 100 subscribers, have a 30-day old channel, and have set a profile and channel banner photo.

6. Channel Description

Your channel description is one of the other signals YouTube relies on to determine what your content is about and who it should be served to.

However, it’s also used to tell your audience what they can expect from your channel both in content and results.

This space should be used to list the topics you will be covering, using keywords that your audience may use to search for your content.

When writing your channel description, it’s most important to take into consideration the first 100-150 characters of your description.

These characters are often what you will have to rely on to catch the audience’s attention in the search results.

7. ‘Connect with Me’ Template

The last thing to consider is creating a “connect with me” template to include in all of your video descriptions.

Now, this template isn’t always used to actually encourage people to actually connect with you, instead, it should be used to get people to interact with you.

These interactions could include things like:

What video to watch next.

What content to read on your website.

Links to the tools you use.

Online courses you may offer.

Links to your social channels.

A link for people to subscribe to your channel.

A brief description of who you are and what you offer.

You can create a template for this portion of your video description that you can use on every video created.

Above is an example of Shopify’s version of a “connect with me” template. You will see a version of this on almost all of their videos.

Start Building a Successful YouTube Channel

The listed optimizations shouldn’t take you more than a day to complete – so what are you waiting for?

More Resources:

Image Credits

All screenshots taken by author, November 2023

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