Tag: personalisation

Analytics and targeting: why marketers vacuum up data

Post author By Tim Scargill
Post date 10th August 2017

Recently, the possibility of selling data collected by a robot vacuum cleaner triggered a debate about legality and ethics. But why would marketers vacuum up data and how would they use information about a home’s square footage, furniture and other personal details to reach customers? Tim Scargill discusses the many ways marketers utilise data analytics to predict consumer behaviour, improve targeting and personalisation and determine the ROI of their marketing efforts.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags Amazon, Big data, CRM, customer retention, data analytics, demographics, Google analytics, location marketing, machine learning, market research, marketing campaigns, personalisation, predictive analytics, Promotions

Best practice Data Strategy Global Strategy and Management

Leveraging marketing personas: differences between ‘I want’ and ‘I need’

Post author By Lucie Ostrcilova
Post date 7th August 2017

Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags data analytics, data segmentation, demographics, marketing persona, marketing strategy, personalisation, personas, user persona

Data Driven Channels Europe Global Insight Marketing Automation

Marketing automation tools: leaders and rising stars

Post author By Daniel Wiglas
Post date 2nd August 2017
1 Comment on Marketing automation tools: leaders and rising stars

Ranging from which consumers are most likely to purchase to which campaigns are most effective, marketing automation tools with their heads in the cloud keep marketers’ feet firmly on the ground, presenting them with instant information and access to data. But there are giants out there, vying to be the best automation platform. Daniel Wiglas has been personally testing and studying form avidly – as part of his Master’s thesis – and here presents a round-up of his findings:

This content is for Free membership members only.
Register

Already a member? Log in here

Tags AI, Big data, content management, content marketing, CRM, data analytics, data segmentation, email, influencer marketing, machine learning, marketing campaign, marketing cloud, mobile apps, personalisation, social media, web analytics

Americas Global Insight Strategy and Management USA

Insight-led ABM: the case for a segmented approach

Post author By Dave Munn
Post date 1st August 2017

B2B marketing is changing, with more and more B2B marketers shifting to targeted and personalised approaches – emulating B2C tactics and focusing on solving the buyer’s requirements rather than purely promoting standard products and services. Dave Munn discusses The Three Rs of strategic marketing: Reputation, Relationships and Revenue, drawing details from his topical book which explores insight-led ABM.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags account-based marketing, Adobe, B2B marketing, data analysis, marketing campaigns, personalisation, sales and marketing

Case Studies Data Driven Channels Global

Lessons learned from Amazon Prime Day: making your customers feel valued

Post author By Sally Hooton
Post date 17th July 2017

Research shows that 57% of customers would spend more with brands that make them feel valued and that personal touch can be achieved by brands through events such as last week’s Amazon Prime Day, which treated Prime customers to exclusive deals and won loyalty and trust in return. Here are the lessons Amazon Prime Day has taught marketers of other brands:

This content is for Free membership members only.
Register

Already a member? Log in here

Tags Amazon Prime Day, brand loyalty, CRM, data analysis, e-commerce, email marketing, online retail, personalisation, reputation

CRM Data Driven Channels Europe Global Insight UK

Personalised marketing: it’s good, but it’s not right (yet)

Post author By Anthony Botibol
Post date 12th July 2017

Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags ad blocker, Big data, content marketing, CRM, customer experience, data strategy, email marketing, marketing strategy, personalisation, Promotions, website analytics

Best practice Data Driven Channels Europe Global UK

How to reach and engage older consumers with social media

Post author By Phil Aiston
Post date 7th July 2017
1 Comment on How to reach and engage older consumers with social media

People are living longer and demographics are shifting rapidly, with older consumers switching on to digital. However, being internet-savvy doesn’t mean they are fully confident around social media. Marketers should be aware of the rising ‘silver surfer’ age group, says Phil Aiston, but understand their online behaviour and adjust accordingly when it comes to social marketing.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer engagement, customer experience management, customer journey, demographics, email, email marketing, online shopping, personalisation, user experience

Africa Americas Asia-Pacific Best practice Data Management Eastern Europe Europe Global India MENA Russia Strategy and Management UK

Why it’s not racist for marketers to treat different ethnic groups differently

Post author By Sally Hooton
Post date 5th July 2017

Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags Big data, customer experience management, data analysis, data segmentation, data strategy, ethnicity, personalisation

Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 2 – Targeting matters

Post author By Craig Hanna
Post date 29th June 2017
1 Comment on When email goes wrong: No 2 – Targeting matters

email targeting, GDPR unsubscribes — When email goes wrong – series

It’s easy to critique email marketing that is poorly targeted, but that’s not our intention . . . email targeting is a serious issue, because relevance is what stops recipients from switching our messages off. Here’s an example of over-enthusiastic use of an email list, that will probably make you smile, but hopefully think carefully before you press ‘Send’.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags personalisation, spam

Americas Data Driven Channels Europe France Global Insight Italy Mobile Spain UK USA

Embrace the 5G future: using data driven marketing to understand global connectivity

Post author By Sally Hooton
Post date 29th June 2017

5G networks are projected to cover a third of the world’s population within the next decade – and the impact on the mobile industry and its customers will be profound: The new generation of technology will usher in a new era of global connectivity, with networks adapting to applications and performance being tailored to the needs of the user. Are you ready?

This content is for Free membership members only.
Register

Already a member? Log in here

Tags Amazon Prime, consumer behaviour, content marketing, Internet of Things, IoT, location marketing, marketing strategy, mobile, Netflix, personalisation, segmentation, smartphone, video, Wi-Fi