How the Internet of Things is set to break the mould for customer experience

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The customer experience process is rapidly changing. For brands, getting the customer to return again is not new, whether through incentivisation or simple brand loyalty. But the landscape is being turned on its head – and it’s through such new technologies as the Internet of Things (IoT) driving what is being described as the new services economy.

Companies are recognising this. Instead of buying standalone products, it’s now about buying services. Take Netflix...

By James Bourne, 26 November 2014, 1 comment. Categories: Big Data, Customer Experience, Data-driven marketing, Personalised Marketing.

Digital commerce has impulse buying on the ropes

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Modern shoppers are making more stops than ever before on their route to purchase, with Rakuten Attribution reporting that visits to the same store prior to a conversion have tripled in the last four years.

Rakuten Attribution’s Measuring the Modern Shopper white paper found that consumers make nine and a half visits to a retailer’s site before deciding to buy, rising from three and a half in January 2010.

The study reinforced a survey from professional services company...

By Simon Holland, 25 November 2014, 0 comments. Categories: Attribution, Commerce, Data-driven marketing, E-Commerce, M-Commerce.

Which of these four types of marketer are you?

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Recent research found that 84% of marketers now regard the rise of the digital native as overwhelmingly the most important (or a very important) factor affecting marketing plans. So while we welcome the digital generation we must also re-tool our mind and skill sets to the new marketing order. This though appears to be the biggest hurdle.

Skills shortages, lack of experience and budget constraints as a hangover of the recession continue to plague the digital marketing landscape....

By Dr Charles Randall, 19 November 2014, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.

Print vs mobile ads: Which is best for engagement and recall?

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Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.

In a bid to challenge the view that platforms drive behaviour rather than content, News UK Commercial performed a study examining the differences between how readers of the paper-based version of The Times compared to those that engaged with the mobile edition.

News UK reported that memory coding, the first step brains...

By Simon Holland, 17 November 2014, 0 comments. Categories: Advertising, Data-driven marketing.

Expedia taps into Routehappy API for emotional travel data

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Routehappy’s Score & Happiness Factors API has been adopted by travel comparison website Expedia, the two companies have announced.

The agreement lets Expedia add new search functionality into its site that can filter results around seat layout, seat type, equipment type, entertainment, power, wifi and other happiness factors down to the specific airline, sub fleet, and cabin level.

It all stems from Routehappy’s Flightmatch algorithm that matches airline product...

By Simon Holland, 11 November 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Publishing, Social Media Marketing.

Opus Research Report; Using Big Data to Improve Multichannel Customer Care

This report explains how companies that apply Big Data and Predictive Analytics can:

  • Orchestrate better business outcomes
  • Support omnichannel conversations
  • Better assess risks and detect new business opportunities

The Opus report grades the predictive analytics offerings of nine leading vendors based upon their ability to apply predictive analytic models of ongoing conversations across multiple channels, the ability to adapt using machine learning, and having well-engineered action-oriented outcomes.

By Richard Potts, 10 November 2014, 0 comments. Categories: Data-driven marketing.

Mining for gold: 5 ways marketers can get the most from their big data projects

Marketers were among the first business groups to see internal (and external) data resources as a goldmine waiting to be exploited rather than a difficult-to-manage constraint. They have been quick to understand the value of getting immediate insight into customer behaviour as and when required to be able to influence how consumers act at the point-of-sale. At the same time, they want to analyse vast volumes of data quickly to drive the analysis and segmentation of different groups and achieve more accurate...

By Yves de Montcheuil, 05 August 2014, 0 comments. Categories: Branding, Data-driven marketing.

Death to ROI: Rethinking your marketing strategy

Marketing is all about results. At the end of the day, the whole point of marketing is to drive sales, right? If your company isn’t getting sales, then your marketing strategy isn’t working.

Consequently, marketers are taught to focus on ROI, or return on investment. The thinking goes, if you’re spending x amount of dollars on your marketing campaign, and you get y amount of dollars in sales back, then you can calculate your ROI. If you’re looking for the...

By GrassRootsMarketing, 01 August 2014, 5 comments. Categories: Data-driven marketing.

Pegasystems CEO Alan Trefler: New era of customers represents serious test for brands

“A lot of companies across the globe are going to die over the next few years, and not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.”

The opening line of Build for Change, written by Pegasystems CEO Alan Trefler, is pretty strong stuff. Trefler’s view is simple: enterprises need to reorganise their customer engagement strategy, or they’ll not be long for this world.

Why is this? Two words: generation...

By James Bourne, 24 July 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Data Science.