Why we’re missing the mark with consumer sentiment analysis

Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might. 

However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is...

By Dan Somers, 16 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Web Analytics.

What does good personalisation look like to the consumer?

Creating personalised shopping experiences has long been a priority for retailers.

‘Personalisation’ started out as the in-store sales assistant who could instantly infer basic information about their customers – gender, age, etc – as well as learn about their preferences and offer them advice throughout the browsing and buying journey.

As customers complemented – or replaced – in-store with online experiences, retailers sought ways to replicate this one-to-one approach,...

By Meyar Sheik, 15 August 2018, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.

The top four ways small online businesses can use AI automation for a better CX

The customer experience is becoming more important than ever to online businesses. Customers are already willing to pay more for a better experience, and 71% of businesses agree that a strong and positive CX is the best competitive advantage a brand can have.

When you are selling online, improving the CX is a task that never sleeps. Every part of the buyer’s...

By Manish Dudharejia, 14 August 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Clearing the ‘murky waters’ of non-loyalty customers

Loyalty schemes form a critical part of a retailer’s retention programme. After all, a happy customer is a returning customer.

But behind the machinations of loyalty is the data that sits behind the scheme, which gives the retailer the power to deliver personalised communications, offers and promotions, all of which add to the customer experience. Retailers analyse spend, frequency and items purchased to build up a view of what an individual customer looks like across all channels - online, mobile and...

By Andy Watts, 10 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, E-Commerce.

Embrace risks to build a culture of marketing experimentation

Emerging technology has disrupted the way marketers plan and implement any strategy. Whether it is investing in virtual or augmented reality (VR/AR) to bring a campaign to life or implementing artificial intelligence (AI) to manage and analyse data, technology is firmly ingrained in the daily lives of marketing teams.

However, with budgets squeezed and expectations mounting from executives, the pressure is on to provide a real return on investment. As a result, marketers have begun focusing purely on...

By Ginny Follen, 09 August 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience.

Can martech really influence wider business processes?

Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.

Previous articles have covered topics such as budgeting for marketing automation software and even

Four ways in which marketing automation is evolving

Marketing automation has been somewhat of a blessing to many employed in the field; it’s freed up a lot of time and reduced the tedium associated with repetitive tasks.

Automation swooped in providing a range of tools to save time and effort needed day to day. Still, the digital marketing landscape is evolving further, driven by changing consumer behaviour and demands; on average, consumers now spend more time online...

By Matthew Walker-Jones, 08 August 2018, 0 comments. Categories: Automation, Customer Experience, Email marketing.

WhatsApp launching pay-to-use tools for brand marketers

WhatsApp is launching a pay-to-use advertising service for brands looking to engage their customers directly on small screens.  

The move opens up a new revenue stream for the Facebook-owned messaging app since removing subscription fees in 2016 and allows businesses to send information or services updates, such as delivery information or tickets.

According to BBC news, the fee will be based on confirmed delivery, on which advertisers will pay between 0.5 cents to 9 cents (0.3p to 7p), depending which...

By Mark Jones, 03 August 2018, 0 comments. Categories: Customer Experience, Mobile Marketing, Social Media Marketing.

Four key aspects of customer review management that marketers need to know

Every day the customer experience becomes more important to brands who aim to capture their audience’s attention. A better CX can be the competitive advantage a brand needs to push themselves above the crowd, considering the fact that 86% of customers would be willing to pay more for a better experience with a business.

Smart marketers know that honest customer reviews are

By Manish Dudharejia, 01 August 2018, 0 comments. Categories: Content Marketing, Customer Experience, Search Marketing.

Consumer 2.0 – how the internet changed everything

Some of the fresh-faced marketing grads reading this will be too young to recall the biggest shift in consumer behaviour for generations.

It happened right under our noses, and if like me, you’re long enough in the tooth to remember a time before smartphones and super-fast broadband, you lived right through it.

Back then, people didn’t all carry powerful supercomputers around in their pockets. When you needed to buy something, you’d ask a salesperson for advice. And the role of CMO was...

By Abe Smith, 31 July 2018, 0 comments. Categories: Campaigns, Content Marketing, Customer Experience.