Transforming customer experience into an actionable marketing strategy: A guide

The workforce as we know it is changing and companies must be ready to adapt to fast change as we become ever more tech-centric. However, despite the digital noise there is one element that will always remain a constant requirement for success; delivering an excellent customer experience (CX) and maintaining a well-received brand image.

In our highly connected 'always on' digital world, CX...

By Michael FitzGerald, 12 November 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Web Analytics.

Could machine learning provide the key to measuring a customer journey?

Customer journeys help to increase positive results in all customer related KPIs, but in large enterprises and public organisations, the rule is if you cannot measure it, you cannot improve it.  How do we measure commitment to a brand and products – and how do we score KPIs that need to be improved upon?

A recent report by McKinsey indicates that customer journeys are 30% more...

By Jean Belanger, 08 November 2018, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Data Science.

Why are marketers still breaking the first rule of marketing?

Now that the end of the year is in sight, many marketers will look back and review the flurry of activity that was 2018. GDPR. Fighting for budget. New platforms. Avoiding potential crises. Metrics. More metrics. 

It’s been a busy year – and for that reason, it’s arguably forgivable that the majority of digital marketers today are still breaking the very first rule of marketing: build the...

By Elliott Clayton, 07 November 2018, 0 comments. Categories: Advertising, Campaigns, Data-driven marketing.

Exploring the untapped opportunity of the 'transaction moment'

There is no question that reaching today’s digital-first audience requires a powerful online presence. So it makes sense that digital takes a sizeable 38% share of advertising spend worldwide, equal to $220 billion. But the problem is: it’s not working.

A recent study found that global marketers feel a quarter (26%) of spend will fuel ineffective channels and strategies this year, and 20% of those in the UK are...

By Geoff Smith, 07 November 2018, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

Winning hearts, minds and money - in that order: The full B2B customer journey

Those of us who work in B2B businesses understand that when a customer discovers your brand, it’s just the beginning of a long road to a sale. According to Marketo, 96 percent of people who visit B2B websites aren’t ready to make a purchase -- at least not yet. At that point, potential buyers have only begun their long and intensive research processes, and will not respond...

By Paul Heald, 30 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

If you want to start a loyalty program – avoid these six common mistakes

Starting a loyalty program can lend a major boost to your customer retention efforts — and your bottom line. But it’s a complex undertaking that demands time, strategic thinking and teamwork. To make sure your efforts pay off, get started on the right foot by avoiding these six common loyalty program mistakes. 

Mistake 1: Thinking all loyalty technology providers are the same

When it comes to loyalty platform vendors, one size does not fit all. Besides basic differences like price and...

By Sandra Gudat, 26 October 2018, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

US telco giant Sprint sells mobile ad arm to InMobi

US telecoms firm Sprint has sold Pinsight Media, its mobile and data advertising company, to Indian-headquartered martech group InMobi.

The all-stock deal, the terms of which weren’t confirmed, comes as the carrier awaits approval from the FCC (Federal Communications Commission) to merge with T-Mobile.

According to a statement by InMobi, Pinsight works by partnering with leading US telcos and using their data to...

By Mark Jones, 17 October 2018, 0 comments. Categories: Data-driven marketing, Mobile Marketing, Personalised Marketing.

Why context, timing and relevance is key to B2B lead gen success

The B2B sector has changed dramatically over the last few years.

More specifically, the buying behaviours of the industry have changed, largely due to the amount of information that is available about products and services, and the ease of accessing that information. What this means for the B2B marketer is that it is becoming more difficult to engage with the right prospects— and by extension, grow market share.

Add compliance issues, such as GDPR, in the mix and the risk involved in misusing (or...

By Jon Clarke, 16 October 2018, 0 comments. Categories: Data-driven marketing, E-Commerce, Personalised Marketing.

Demographics are so pre-GDPR, but that doesn't mean the end of contextual advertising

The unthinkable has happened. The Cambridge Analytica scandal has culminated in Facebook being slapped with a fine to the tune of £500k – the maximum possible under the pre-GDPR Data Protection Act. For Zuck the mighty tech deity, the chickens have truly come home to roost. Or have they? Zuckerberg probably made more than that in the time it has taken to read this sentence…

But should GDPR...

By Emma Lacey, 09 October 2018, 0 comments. Categories: Campaigns, Data-driven marketing, Personalised Marketing.

Five ways to ensure data capture strategies don’t ruin your CX

The wave of GDPR panic that overwhelmed many digital marketers at the start of the year, has been cited as the reason why UX – and therefore the resulting customer experience (CX) – seems to have gone out of the window for many brands. For others, it is the hunger for leads that has made it almost impossible to navigate some websites without encountering a wall of data capture forms that prevent any action whatsoever.

By Adam Oldfield, 08 October 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

IAB Tech Lab tests blockchain-based protocol for personal data privacy

The Interactive Advertising Bureau’s (IAB) Tech Lab has announced a blockchain-based protocol that allows companies to track consent users’ personal data.

PrivacyChain, which has been released for public comment and a handful of early pilots, seeks to hand consumers control over the personal information provided to companies using the technology.

If those users choose to opt in, their data will be made available to retailers, and the advertising agencies, publishing partners and exchanges that...

By Mark Jones, 04 October 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Lack of tech skills could hamper $11.5 in global industry growth, finds Accenture

Today’s education and training systems are not keeping up with the current demand for skills and the emergence of new technologies, and the result is a widening skills gap that threatens to hamper $11.5T in global growth.

That’s according to an analysis by the global management and professional services firm Accenture, which concludes that new approaches to learning are desperately needed if businesses are to achieve the growth...

By Mark Jones, 03 October 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

How close are you to a fully personalised customer experience?

Personalisation is a necessary component of customer experience in today’s environment. Providing individualised experiences promises to drive sales and increase loyalty by making each customer feel as if the brand knows them and can anticipate their needs.

Yet many companies still struggle to get this right. What can you do to ensure that your...

By Evanna Kearins, 02 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Facebook has been rumbled using 2FA phone numbers for ad targeting

As if Facebook needed another mountain in user trust to climb this year, evidence has now emerged of it using phone numbers provided for security purposes to target unsuspecting users with ads.

The activity was uncovered by researchers from Northeastern University and Princeton, along with the tech publisher Gizmodo, following controlled trials where an ad was successfully targeted using phone numbers that had been provided for account security and, in one case, had never been explicitly provided to the...

By Mark Jones, 01 October 2018, 0 comments. Categories: Advertising, Data-driven marketing, Social Media Marketing.

Wake up call for retailers: My car realised I’d moved, but Amazon didn’t

I recently moved into a new home and in a two-month stretch spent a significant amount of money on Amazon.com buying numerous furnishings, decorator items and appliances.

It struck me that despite being a loyal customer and Prime member, Amazon never figured out I was moving nor suggested any items or services I might consider for my new home. I wasn’t offered any...

Global martech spend is estimated at $100bn, according to WARC

Global marketing spend is booming, according to a new study by marketing intelligence firm Warc, and traditional media is “paying the price”.

According to the group’s Martech: 2019 and Beyond survey based on responses from more than 800 brands and agencies in the UK, North America, Asia Pacific (APAC) and continental Europe, spend on martech is now worth an estimated $99.9bn (£76bn).

In the UK and North America, brands upped their budgets on marketing technology - email and social...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven marketing.

#DMWF Europe: Crimson Hexagon on the endless possibilities of social data for marketing

There’s a galactic amount of data being produced on social media, but the ability to categorise it into meaningful information is “near impossible” without Artificial Intelligence (AI). This is the challenge that Crimson Hexagon is taking on, and a brief demo of its abilities at #DMWF by senior sales executive Yugen Moodley shows the “deep insights” platform is doing a scarily good job.

Crimson uses a combination of Natural Language Processing, image recognition and sentiment...

By Mark Jones, 19 September 2018, 0 comments. Categories: Big Data, Data-driven marketing, Social Media Marketing.

#DMWF Europe: How are we really handling GDPR?

Like it or not, consumers are waking up to their right to privacy online. The implementation of GDPR (General Data Protection Regulation) was a catalyst compounded by the high-profile case of Facebook’s Cambridge Analytica scandal.

But four months into GDPR and marketers are still struggling with complex, often ambiguous, guidelines. At the same time, a new wave of uncertainty looms over markets outside of Europe, with the United States and Brazil beginning to weigh up similar measures.

It’s no surprise,...

By Mark Jones, 19 September 2018, 0 comments. Categories: Best Practice, Data-driven marketing.