A marketer’s dilemma: Overcoming the challenges of the data disconnect

Few businesses can thrive without using their data effectively these days — and in marketing, data is particularly foundational. Despite its importance, that doesn’t mean the process of gathering and using this information is easy or simple (few things ever are) and it’s certainly not fail-proof. There’s always room for human error.

When collected and analysed effectively, data delivers insights that...

By Kristin Hambleton, 26 November 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Improving CX strategies: Get the balance right between technological and staff investment

Get the customer experience right, and the rest will follow, according to a new report from Engage Hub.

The study, put together alongside Sapio Research and which polled 100 UK-based customer engagement decision makers, argued organisations see customer experience as more important than even profit and revenue growth going forward. 36% of those polled said CX was the top business objective, compared with 34% for net profit and...

By James Bourne, 21 November 2018, 1 comment. Categories: Automation, Customer Experience, Data-driven marketing.

The five tenets of clean data: Preparing chatbot data for marketing personalisation

Organisations are already using live web chat – and increasingly chatbots – as a critical sales and customer support channel. Gartner says over 80% of companies offer some form of live chat on their website or mobile applications in order to interact with customers, and the chatbot market is likely to grow to $994 million by 2024

Transforming customer experience into an actionable marketing strategy: A guide

The workforce as we know it is changing and companies must be ready to adapt to fast change as we become ever more tech-centric. However, despite the digital noise there is one element that will always remain a constant requirement for success; delivering an excellent customer experience (CX) and maintaining a well-received brand image.

In our highly connected 'always on' digital world, CX...

By Michael FitzGerald, 12 November 2018, 1 comment. Categories: CRM, Customer Experience, Data-driven marketing, Web Analytics.

Could machine learning provide the key to measuring a customer journey?

Customer journeys help to increase positive results in all customer related KPIs, but in large enterprises and public organisations, the rule is if you cannot measure it, you cannot improve it.  How do we measure commitment to a brand and products – and how do we score KPIs that need to be improved upon?

A recent report by McKinsey indicates that customer journeys are 30% more...

By Jean Belanger, 08 November 2018, 3 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Data Science.

Why are marketers still breaking the first rule of marketing?

Now that the end of the year is in sight, many marketers will look back and review the flurry of activity that was 2018. GDPR. Fighting for budget. New platforms. Avoiding potential crises. Metrics. More metrics. 

It’s been a busy year – and for that reason, it’s arguably forgivable that the majority of digital marketers today are still breaking the very first rule of marketing: build the...

By Elliott Clayton, 07 November 2018, 0 comments. Categories: Advertising, Campaigns, Data-driven marketing.

Exploring the untapped opportunity of the 'transaction moment'

There is no question that reaching today’s digital-first audience requires a powerful online presence. So it makes sense that digital takes a sizeable 38% share of advertising spend worldwide, equal to $220 billion. But the problem is: it’s not working.

A recent study found that global marketers feel a quarter (26%) of spend will fuel ineffective channels and strategies this year, and 20% of those in the UK are...

By Geoff Smith, 07 November 2018, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

Winning hearts, minds and money - in that order: The full B2B customer journey

Those of us who work in B2B businesses understand that when a customer discovers your brand, it’s just the beginning of a long road to a sale. According to Marketo, 96 percent of people who visit B2B websites aren’t ready to make a purchase -- at least not yet. At that point, potential buyers have only begun their long and intensive research processes, and will not respond...

By Paul Heald, 30 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

If you want to start a loyalty program – avoid these six common mistakes

Starting a loyalty program can lend a major boost to your customer retention efforts — and your bottom line. But it’s a complex undertaking that demands time, strategic thinking and teamwork. To make sure your efforts pay off, get started on the right foot by avoiding these six common loyalty program mistakes. 

Mistake 1: Thinking all loyalty technology providers are the same

When it comes to loyalty platform vendors, one size does not fit all. Besides basic differences like price and...

By Sandra Gudat, 26 October 2018, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.