Five questions for companies that want to survive in the age of the customer

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For Forrester, the last hundred years of commerce is defined by eras. The ‘Age of Manufacturing’ came first where large industrial companies, such as Ford and GE, made their names. 1960 to 1990 was the Age of Distribution when globally connected transportation systems, the jet engine and advances in logistics made household names of UPS and Toyota. Then, from 1990 to 2010 the Age of Information saw the likes of Amazon and Google become huge successes through globally...

By Adam Poole, 27 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Using customer insights for better engagement

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For many companies, the very thought of harvesting big data and analysing this to maintain and improve their customer engagement strategies can cause them to break out in a cold sweat.

The truth is that although the concept can seem daunting, the desired outcome is actually fairly simple. Think about all the times you feel engaged and connected to a favourite brand. The operative word here is feel.

A recent study shows 50% of customers cite how they felt about their interaction with a...

By Kate Nicol, 23 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Why digital plus human equals great customer experience

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If you listen to many experts, around one in two jobs in Europe is under threat from automation. In the digital world huge companies are able to service millions of customers with only a handful of staff, and the level of digitalisation will only increase, so what does this mean for the future of relationships between customers and companies?

While some books are predicting an end to the human face of companies, I am convinced that in 15 years’ time it will actually be the human...

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Bridging transactional and attitudinal insight to engage customers for the long term

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The subject of customer engagement and experience is becoming increasingly important within modern businesses, as today’s brands continue to fall over themselves in order to win customers and grow a loyal fan base. However, in doing so many are in fact turning consumers away by failing to properly engage with them. Indeed, Gartner suggests that brands have been disengaging them for over a decade, in a bid to lower costs.

Our recent research revealed that 50% of customers...

By Adam Goran, 13 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Context is everything in video advertising, states Oxford paper

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Even the most enthralling video advert on the planet would be worthless if it was emotionally at odds with the media it showed up in, according to a new report from the University of Oxford.

Six studies were performed on 900 people, who were asked to watch a number of video advertisements while having their responses monitored. If an ad that oozed high energy appeared during moment of tension in a movie, it would be a big turn-off for consumers.

For example an ad featuring...

Marketers at loggerheads with consumers over personalisation effectiveness

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Most marketers may believe that they are delivering effective personalised experiences to their online customers, but this is at odds with the views of the very consumers they are targeting.

Predictive data service Lytics has released a report detailing how 53% of marketers are convinced by the competency of their personalisation strategy, however 80% of consumers insist brands show little evidence that they are familiar with their online purchasing needs.

Indeed, the same...

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...

Data collection: Consumers demand transparency, relevance and convenience

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Developing a captivating online user experience for any brand depends on understanding what appeals to your customers.

The ability to engage and rapidly translate learnings into action is fast becoming the ultimate competitive advantage for organisations, but it is no longer enough to implement a strategy based on good ideas, intuition, or even what has worked in the past.

The consumers of today are complex and demanding. They want to be understood and valued as individuals, yet...

By Patrick Salyer, 03 February 2015, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Personalised Marketing.

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.

Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

Why shoppers love personalised marketing

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It was a marketing tactic that when first introduced often freaked internet shoppers out. Although product recommendations still surprise some consumers, most have realised that this is not some big brother happening, but a modern marketing technique that can benefit them.

Evidence of this trend can be found in new research that shows how shoppers are increasingly appreciating it, in the US at least. The survey asked US consumers about their views on personalisation and...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing, Personalised Marketing.

Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...

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...

Mobile in omni-channel marketing: A purpose-driven design paradigm

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Janet, a working mother who is elbow deep in household chores, suddenly remembers that her kitchen has run out of cereal. She quickly grabs the tablet lying nearby, and adds cereal on her tablet app, knowing it will sync with the mile-long shopping list she was already building on her smartphone. She loves how she can pick up the experience exactly where she left off, regardless of the place or time. Almost like a conversation with an old friend.

Now, there is a marketer who is...

New tool promises to predict effectiveness of marketing campaigns

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The launch of a new marketing prediction utility could mean marketers throwing away their crystal balls when trying to understand how effective their marketing is.

That is the claim of cloud marketing firm Emarsys, which has launched its new Smart Metrics tool this week. It claims the new solution gives brands the ability to predict revenue, purchase and engagement patterns, making trials and experimenting with campaigns a thing of the past.

The product allows marketers to see,...

By Liz Morrell, 08 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing.

Case study: How finance brands use data segmentation to improve the customer journey

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As consumer confidence returns, the rise in people looking for credit provides lenders with a real opportunity. Ensuring those consumers can afford the credit remains top of the agenda, with recent regulatory changes designed to provide stronger protection for the consumer.

The key is for lenders to make the checks needed to satisfy the regulators and protect the customer but to do it in a way that avoids damaging customer experience and driving customers away. So, how can...

Eight reasons why 2015 will be a huge year for mobile marketers

The average person checks their mobile as much as 221 times a day and spends roughly three hours and 16 minutes enjoying mobile content each day. With statistics like this it is clear that consumers are desperate for mobile content and this is a trend that is likely to continue to grow into the new year and beyond.

Mobile’s popularity among consumers and brands continues to rise rapidly. However, despite this increase in interest, so many brands are yet to fully capitalise on the evolving relationship....

Taming big data to make it work harder

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“We have to appeal on a personal level.” We hear this with increasing frequency from today’s modern marketer, who is placing customer centricity and personalisation at the heart of their programmes in a time-poor, competition-heavy, digital environment.

In response to these demands, marketing software developers have handed marketers the keys, creating tools and solutions that generate a wealth of data waiting to be tapped into. But how do you know which piece of the data puzzle is the...

By Simon Robinson, 23 December 2014, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Personalised Marketing.

Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data-driven marketing, Data Science, Personalised Marketing.