The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.

Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase....

How marketers can prepare for the rise of 'hyperpersonalisation'

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.

This one-to-one approach was cited as having the power to enhance brand...

By Darshan Shankavaram, 17 June 2019, 0 comments. Categories: Customer Experience, Personalised Marketing.

Examining the second cycle of programmatic – and the effects for end users and advertisers

If economic cycles turn on average every six to eight years - growth, leading to a tightening or even recession, then to a reset and regrowth - then 2018 was the crescendo in the first cycle of programmatic. Since its early days, programmatic has improved advertising in both process and efficiency, delivering targeted advertising and reducing wasted spend, but over the last year the sector saw rapid growth followed by a peak in the challenges facing it.

Marketing dashboards matter: Why marketers must go beyond traditional BI tools

Data is the currency of the modern marketer. The ability to analyse and leverage data from a wide number of sources is crucial when reviewing revenue generation and other key performance indicators tied to greater business goals. With an increasing number of data sources – think social, search, email, events, SMS campaigns and more – and greater demand for interconnectivity, how can marketers best approach data analysis and create the most value beyond the...

By Mike Marriage, 30 May 2019, 0 comments. Categories: Big Data, Data-driven marketing, Personalised Marketing.

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like...

Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate

To personalise, or not to personalise? Even though it's phrased as a question, personalisation may seem more of a proclamation today - and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.

The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet...

Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The

How privacy has become the new competitive advantage in a world of personalisation

It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable - but at the same time highly profitable - practices of big tech’s data-by-stealth business model.

GDPR marked out some...

By Peter Matthews, 07 May 2019, 0 comments. Categories: Big Data, Branding, Data-driven marketing, Personalised Marketing.

How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority

At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...

Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience

Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.

Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...