The top four ways small online businesses can use AI automation for a better CX

The customer experience is becoming more important than ever to online businesses. Customers are already willing to pay more for a better experience, and 71% of businesses agree that a strong and positive CX is the best competitive advantage a brand can have.

When you are selling online, improving the CX is a task that never sleeps. Every part of the buyer’s...

By Manish Dudharejia, 14 August 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Clearing the ‘murky waters’ of non-loyalty customers

Loyalty schemes form a critical part of a retailer’s retention programme. After all, a happy customer is a returning customer.

But behind the machinations of loyalty is the data that sits behind the scheme, which gives the retailer the power to deliver personalised communications, offers and promotions, all of which add to the customer experience. Retailers analyse spend, frequency and items purchased to build up a view of what an individual customer looks like across all channels - online, mobile and...

By Andy Watts, 10 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, E-Commerce.

Can martech really influence wider business processes?

Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.

Previous articles have covered topics such as budgeting for marketing automation software and even

CRM software giant Salesforce appoints Keith Block as co-CEO

Enterprise software giant Salesforce has promoted its former chief operating officer, Keith Block, to the role of co-CEO.

Reporting directly to the board and working alongside the cloud CRM specialist’s founder and CEO, Marc Benioff, who will remain chairman, Block’s move puts Salesforce in a very small camp of co-led companies which, funnily enough, includes rival Oracle - where the two originally met.

Block has served as the company’s vice chairman, president and director since joining in...

By Mark Jones, 08 August 2018, 0 comments. Categories: Advertising Technology, Automation, CRM, Data-driven marketing.

80% of marketers don’t trust their martech vendors with GDPR compliance

Approaching three months since the General Data Protection Regulation (GDPR) came into force across Europe, the update remains a lingering pain point for the digital marketing industry, with some pretty hefty fines delivered to companies in breach.

Concerns aren’t exactly dampened when there’s no guarantee your own marketing technology vendor isn’t wrestling with compliance themselves and, as found in a new study by Demandbase, more than a few marketers have their doubts over the data...

By Mark Jones, 02 August 2018, 0 comments. Categories: Advertising Technology, Automation, Best Practice, Data-driven marketing.

Facebook jumps on Crimson Hexagon following data share breach accusations

With another company being accused of breaching Facebook’s data-sharing policy, it’s no surprise that the social network has been quick to act.

Facebook announced the suspension of Boston-based analytics firm Crimson Hexagon - a company that reportedly has ties with government agencies around the world, including Russian nonprofits with alleged ties to the Kremlin - last week, following a report by Wall Street Journal (WSJ) questioning whether it uses data from social media for surveillance...

By Mark Jones, 23 July 2018, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing, Social Media Marketing.

Consumer data responsibility lies with head of IT, say third of marketers

With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?

In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.

A study by the global association for...

Why empowered marketers will own the customer experience by 2020

By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. A 280-character Twitter post, Instagram snap or Facebook update from a disgruntled consumer can destroy a brand’s long-built reputation and performance in an instant, so brands must deliver a consistent, connected, competitive customer experience. Those businesses that get this right are rewarded: 68% of UK consumers in a

By Andy Berry, 12 July 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

UK’s most martech-driven SME exporters most optimistic about Brexit

With an increasingly uncertain Brexit emerging, UK SME (small and medium-sized enterprise) exporters with a “progressive” and data-driven mindset are most confident about future business success.

A study by marketing agency Croud on 100 leaders of exporting SMEs, including companies such as UNiDAYS, Monty Bojangles and Kit for Kids, looked to shed light on the biggest challenges and opportunities smaller companies expect to face in the run-up to, and after, Brexit.

With all businesses in the...

By Mark Jones, 10 July 2018, 0 comments. Categories: Advertising Technology, Commerce, Data-driven marketing, E-Commerce.

Channel 4 gets in on AI action with contextual TV ads

UK broadcaster Channel 4’s progressive approach to content is seeping through to its ad strategy.

While publicly-owned and touting a successful on-demand digital arm, the television company still relies on good old TV advertising for a large part of its revenue. However, gains from ad spend, which makes up about 93% of its total revenue, dipped around £40m last year as a result of a TV ad market decline of 3%.

To offset this,...

DMA Email Benchmark 2018: Clicks driven by relevance, opens driven by interest

Yesterday (July 5), the DMA (Direct Marketing Association) published its annual Email Benchmarking Report.

Analysing the performance of over 23 billion emails over the course of 2017, results showed that email has yet to be unseated as digital marketers’ top-performing channel.

At 97.5%, delivery rates remained extremely high - that figure represents just a slight dip year on year - although this does equate to over 500 million emails missing the target.

On the other hand, open rates have seen a 0.5%...

By Mark Jones, 05 July 2018, 0 comments. Categories: Data-driven marketing, E-Commerce, Email marketing.

Google & Facebook are still beating small ad techs on consumer data trust

Despite the Cambridge Analytica scandal, a new study has revealed that consumers are much more likely to entrust their personally identifiable information (PII) to Facebook and Google than smaller ad tech firms.

Based on a study using replica websites featuring various opt-in request types on over 1,200 adults, the findings from Smartpipe and PSB Research found that consumers were more likely to opt-in to their data being used by big names.

In every scenario, the ‘duopoly’ came out on top, gaining...

By Mark Jones, 05 July 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Personalised Marketing.

How to keep up in the era of digital progression

Technological innovation has transformed the way we work, play, interact, and behave.

Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.

For some marketers, digital disruption has moved too quickly. Alongside...

By Vanessa Tadier, 05 July 2018, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

IPG to acquire data-driven marketing firm Acxiom for $2.3 billion

Interpublic Group (IPG) has confirmed the acquisition of the data-driven marketing arm of Acxiom Corporation in a deal worth $2.3 billion (£1.7 billion).

The cash deal for the Acxiom Marketing Solutions (AMS) unit has been “approved unanimously” by both company’s boards of directors.

With the transaction expected to complete by the end of the year, AMS will become part of the IPG’s media agency network MediaBrands, while the acquisition will not include Acxiom Corporation’s

Delving into a brand’s social ecosystem: AI and the refinement of data

It was only eleven years ago - in 2007 - that I set up the first social media agency in the UK. It seems inconceivable now to look back at a mere decade and see how drastically the social media landscape has shifted since then. We have gone from ‘innovative and cool new thing’ to the very foundation of marketing strategies.

Whilst the advent of social media has profoundly disrupted how marketers operate, everything from blogging to influencers and Wikipedia have seemingly had their day. Ours has...

By Joel Davis, 02 July 2018, 0 comments. Categories: Automation, Data-driven marketing, Social Media Marketing.

Why ‘the customer is always right’ is more applicable than ever in today’s data-driven business

“The customer is always right” is a popular phrase with interesting origins. While there is no conclusive evidence of when the quote first came to exist, most credit its early popularisation to Chicago retailer Marshall Field. More importantly, though, is that the phrase is an abbreviated version of the original, which stated “right or wrong, the customer is always right.”

Only three words longer, the full quote adds some needed context – that the customer can of course be wrong....

How many marketers truly understand the customer journey – and if not, how can you quickly?

It may be a popular buzz-phrase but how many marketers have really got their heads around the role – and components – of a savvy customer journey, and what’s the answer to getting up and running if they’re a little behind?

‘Customer experience’ (CX) is without a doubt the most important phrase for anyone responsible for an organisation's service levels. And in the world of marketing, the phrase 'customer journey' should be just as pivotal.

A mechanism to ensure...

By Andy McCaul, 29 June 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Four in 10 social media users have deleted accounts over privacy fears, finds Edelman

In response to the results of a survey by Edelman, which found a glaring loss of trust in social media platforms across the globe, the firm’s CEO has commented that “people are scared”.

Revealed at Cannes Lions yesterday (June 19), a study by the PR firm on over 9,000 consumers found that 70% thought it was up to advertisers to pressure social media sites, such as Facebook and Twitter, into more effectively addressing false information and offensive content.

Speaking to CNBC, the...

By Mark Jones, 19 June 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.

Why 2018 is the year of less waste and more measurability in marketing campaigns

At the end of the 19th century, department store owner and marketing pioneer, John Wanamaker, famously said “half of the money I spend on advertising is wasted.” It’s a phrase that has been repeated throughout history and over a century later, marketers are still losing significant amounts of money on unsuccessful campaigns.

In fact, marketers believe that nearly

By Simon Baptist, 18 June 2018, 1 comment. Categories: Branding, Campaigns, Data-driven marketing, Mobile Marketing.