Tag: data science

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

Post author By Pini Yakuel
Post date 24th April 2018

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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Tags analytics, consumer behaviour, customer data, customer experience, data science, data segmentation, demographics, discounts, marketing strategy, personalisation, retail

CRM Data Driven Channels Global Insight

Loyalty beyond limits: why incentivising customer behaviour is vital

Post author By William Roberts
Post date 10th January 2018

data gathering, incentivising customer behaviour

Technology is only valuable if you combine knowledge of what you want it to achieve with the ability to interpret what it tells you. So says William Roberts, discussing whether CMOs aiming to bridge the Digital Divide should be optimising data and incentivising customer behaviour by aligning customer understanding with tech strategy.

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Tags Artificial Intelligence, Big data, CRM, customer engagement, customer experience, customer loyalty, data science, Facebook, millennials, personalisation, Snapchat, social media, WhatsApp

Best practice Data Governance & Security Europe GDPR Legal & Compliance Strategy and Management UK

Focus on the merits of GDPR – rebuilding consumer trust

Post author By Keith Carlton
Post date 30th November 2017

For most marketers, 2018 will be a milestone year – the year when their data comes under scrutiny by both regulators and consumers themselves, who are increasingly aware of the value of their personal details and concerned about how they are used. Is your company ready to comply with the changing GDPR? Are your data policies in order? Marketers need to focus on the merits of GDPR and how it will rebuild consumer trust. Here’s what you should be aware of and why you should be preparing now, before the new regulation becomes law in May 2018.

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Tags CRM, customer experience management, data analytics, data privacy, data science, data segmentation, data strategy, GDPR, personalisation

Data Driven Channels Europe Global Insight UK

Building customer relationships: personalisation – who cares?

Post author By Nina Aggarwal
Post date 11th October 2017

Developing a good, relevant and personalised experience has been proven to help marketers with building customer relationships. Research shows that brands sending birthday offers are likely to improve the experience for more than half the 18-21 age group, but for less than a third of the 50+ age group. So who wants personalisation and who doesn’t? Take a look:

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Tags AirBNB, Amazon, Apple, branding, data science, data segmentation, demographics, email, marketing strategy, millennials, Nike, personalisation, smart devices, social media, Very, Virgin Trains

Data Management Europe Global Insight Strategy and Management UK

Improved data analysis is a question of re-tooling, not re-skilling

Post author By Sally Hooton
Post date 21st February 2017

Research shows marketers are still struggling with data analysis. Anthony Botibol questions whether this is an issue of marketers’ skills, or simply the lack of the right tools.

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Tags data science