Why customer profiles are the key to personalisation

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Personalisation has been around for a number of years now. Brands tend to focus on a single channel (often email or web) and concentrate on adjusting the content for a superficial personalisation experience.

Meanwhile the challenges brands face around the disparate state of their customer data are not addressed, resulting in a preference for broadcast marketing. Creating actionable customer profiles allows brands to break down their data silos, focus on the evolving data streams and...

Six ways to capture the power of positive personalisation

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A recent statistic from analyst firm Gartner revealed that by 2016 89% of marketers expect to compete primarily on the basis of the customer experience their brand, product and service delivers to the client or the consumer. I am not surprised by this stat given that a truly personalised user experience can make a customer feel highly valued, which is almost impossible to achieve through print or billboard adverts.

If organisations use consumer data in a smart way, they can ensure that the information they share is always relevant to...

Effective use of data still a pipe dream for some businesses

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In the world of marketing data should rule – the likes of Tesco Clubcard for example has been showing us for years what we can learn from customers and how using data correctly can bring huge wins.

And yet a new report from Rosslyn Analytics suggests that many businesses are failing to exploit the opportunities of data, relying instead on gut instinct rather than making informed decisions.

The research, which comprised a survey of 600 UK organisations during January of...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Web Analytics.

How marketers need more integrated tools for cross-channel success

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Marketers want to move away from the complex array of tools they currently use to more interoperable tools for improving their deployment of customer engagement data across devices and channels.

The conclusion comes from a study by Winterberry Group and the IAB entitled Marketing Data Technology: Cutting through the complexity. It found that opinion is divided when choosing between suite or best-of-breed solutions and that marketers say neither completely serves their needs of...

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Majority of social sharing data is beyond marketers’ reach

Marketers can track everything on the major social networks, but that only represents a small portion of web 2.0 sharing activity.

Advertising platform RadiumOne recently uncovered a whole new subsection that it has labelled dark social, a term used to describe what cannot be measured by analytics software including online chat and even email.

In The Light And Dark Of Social Sharing Report RadiumOne used its own data analysis to disclose that public sharing accounted for 31% and dark social 69%,...

By Simon Holland, 04 December 2014, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

Nearly half of all online ads are not viewable, Google reveals

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Google has been busy delving into its Active View data to find out how well online advertising has been performing and the search company’s findings will not make pleasant reading for publishers or advertisers.

Active View, Google’s tracking metric for viewable ads, reported that 56.1% of all served ads are not measured viewable, however the average publisher’s viewability works out at 50.2%.

In a blog post where Google announced the results, the company reasoned...

By Simon Holland, 03 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Web Analytics.

Why mobile analytics is overtaking web analytics

“Mobile has won” – Eric Schmidt, Google Executive Chairman

Mobile Take-Off

As the mobile and tablet market and sales has performed better than the PC market in the past year, the near future as predicted by Eric Schmidt saying that everyone will own a smartphone is becoming a reality.

Mobile use is on an unstoppable rise and recent reports state that mobile traffic contributes to circa 15% of all internet traffic. Due to the rise of mobile, mobile analytics have also had to become more...

By Alon Even, 20 May 2014, 0 comments. Categories: Big Data, Data-driven marketing, Web Analytics.