Loyalty 2.0: How retailers are innovating to improve customer loyalty

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Tesco announced recently that it had been running a trial at its new concept store on Villiers Street in central London, in which digital discount coupons were pushed to the smartphones of 40,000 shoppers who had ether passed by the store six times during a two-week period or walked in and out of nearby Embankment station. Customers could redeem their coupons by scanning them at one of the store’s self-service checkouts. Tesco described the trial as an attempt to use the...

By Luke Griffiths, 14 July 2015, 2 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

Cool or creepy? How far to push personalisation without upsetting the consumer

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With everyone extolling the values of personalisation for improving the customer experience and getting closer than ever to the customer, it can be hard to know how up close and personal to get. The danger has always been that get too personal with your offering and marketing and you may be seen as being intrusive. Be too aloof on the other hand and you may be missing a huge opportunity for your brand.

A new study from personalisation specialists RichRelevance however claims to...

By Liz Morrell, 14 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

How data is impacting content marketing more than ever

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Data is impacting content marketing more than ever in today’s world, a new report from the Content Marketing Association (CMA) reveals this week.

The 2015 Content Marketing and Data Intelligence report showed that 92% of CMA members use customer data as part of their content marketing strategy. 83% meanwhile said they hoped to use more data this year to inform their content marketing strategies.  

The survey of members by the CMA showed that more than three quarters...

By Liz Morrell, 13 July 2015, 1 comment. Categories: Content Marketing, Data-driven marketing.

This new tool utilises predictive machine learning for content marketing

Picture credit: AVARI

A new tool has launched this week that its founders claim will help content marketers by allowing them to automatically inject relevant marketing materials into any email campaign, using any marketing platform.

The new tool, Next Best Content, is powered by personalisation tech specialist AVARI’s predictive analysis and machine learning technology that it claims helps to determine what each person wants to read next in real-time. The tool pulls from a brand’s content...

By Liz Morrell, 09 July 2015, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Why loyalty schemes are more valuable to consumers aware of the value of their data

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Loyalty schemes are the key incentive for consumers to hand over their data as consumers increasingly appreciate the value of their own data, according to a new report from consumer analysis and data marketing specialist GI Insight. The research showed that in a survey of more than 1,000 UK consumers more than three quarters of respondents (76%) didn’t want to hand over their data unless a business had a ‘proper loyalty scheme’ in place.

The report showed that this...

By Liz Morrell, 08 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

Power to the people: The need for the human touch in omni-channel

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I recently heard Elon Musk, CEO and CTO of SpaceX and chief product architect of Tesla Motors, talk about technological advancements in the motor industry that will soon see the rise of driverless cars and the likely demise of humans behind the wheel. Although no one can deny the intelligence behind the technology, it sparked a question for me: how far will the future generation control their own destiny?

We have entered a world where our fridge will be able to order our milk...

By Max Eaglen, 07 July 2015, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

How first-party data is proving a key ingredient in marketing success

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Marketers are increasingly getting better success by embracing first-party data rather than the previous norm of third-party data as they seek to provide more relevant customer experiences powered by insights from their own users.

Results from Econsultancy and real time, cross-channel marketing technology specialist Signal, following a survey of North American marketers found that amongst those who reported the strongest ROI from their data-related investments 81% of those regularly...

By Liz Morrell, 30 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

The future of marketing analytics: How can brands better understand their customers?

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Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data-driven marketing, Data Science, Web Analytics.

Salesforce launches next generation Marketing Cloud

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Marketing vendor Salesforce has launched the next generation version of its Marketing Cloud giving marketers the ability to now create any journey possible, according to the company.

The business has unveiled a number of enhancements to the platform. These include enhancements to its Journey Builder functionality which it says no allows companies to have one place to map and optimise journeys across sales, service, marketing, customer apps and more.

The company has also enhanced its...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Marketing Cloud.

The C-suite shuffle: Building a leadership team in a digital age

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Forward-thinking organisations have spent the past few years lobbying and recruiting for new leadership positions which will help their businesses thrive in the digital age. Now, the chief data officer, the chief innovation officer and chief digital officer can all have a place at the boardroom table. But what do they all do? Are expectations the same across all businesses? And does your organisation need them?

In March, the UK government appointed its first chief data officer, giving further...

By James Brayshaw, 16 June 2015, 0 comments. Categories: Best Practice, Commerce, Data-driven marketing.