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...

The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.

In fact, studies show that just these online reactions...

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

Boosting business competitiveness with behaviour-based marketing: A guide

We all recognise how significantly technology and the internet specifically have changed our lives. As consumers we live by the mantra faster, easier, more. We can book our holidays, manage our finances and socialise with friends and family all over the world from anywhere with a strong Wi-Fi or 4G/5G signal on any one of our multiple devices.

This same attitude has spilled over into our business lives, especially when it...

By Jon Clarke, 02 April 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

When it comes to AI for marketers – less haste means more speed

AI is one of the most exciting innovations in the ad industry. Not a day goes by without a new story about the latest AI product, what the tech can do, and where it’s set to go. And the promises aren’t just limited to our industry alone – AI is set to revolutionise the world we live in.

Given the boundless opportunities, it’s tempting to jump in right at the deep end and pick the glitziest AI solution...

Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield

McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.

The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation...