Author: Pini Yakuel

Science-first relationship marketing hub, Optimove, is used by more than 250 customer-centric businesses to drive measurable growth by scaling customer engagement. Optimove combines the art of marketing with the science of data to autonomously generate actionable insight, empowering marketers to deliver highly effective, personalised, customer marketing campaigns across multiple channels. The company’s unique technology suite helps marketers maximise customer spend, engagement, retention and lifetime value.

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Data Driven Channels Global Insight

Segmentation and the savvy shopper – demographic data is a start, but is it enough?

The longstanding assumption among retailers has been that women will buy, no matter what the price. But Pini Yakuel, challenging traditional segmentation personas, says latest research delving into demographic data proves that it’s actually the girls who win the best deals, the optimal value for money. However, he says far more attention is required to ensure that savvy shopper remains loyal to a brand. So indeed, no matter what the price, it’s all about the crucial customer experience.

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Data Management Insight Strategy and Management

Online marketing science – changing billboards to banners isn’t enough

online marketing science, free delivery

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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