UniFida News & Blog
Our newsletter will keep you in touch with the latest on customer insights and data science
Multi-touch attribution (MTA) is a game-changer for marketing – but why is it often ignored?
MTA (multi-touch attribution) is an approach to measuring marketing effectiveness that works by linking all the known steps in a customer journey prior to a sale being made. It then
Are UK marketers accurately measuring the impact of their CO2 emissions?
Environmental impact of our marketing campaigns When Mike Berners-Lee’s groundbreaking book, How Bad Are Bananas? – The carbon footprint of everything, was first published in 2009, many of us were
Institute says 80% of CDPs are showing significant benefits
According to the Customer Data Platform Institute’s Industry Update July 2023, around 80% of CDPs are showing significant benefits. Their update also reveals a number of other interesting findings that
Should you be investing in marketing measurement?
With UK marketing spend trending above £120bn (the figure for 2021 according to Marketing Week), the question is: should you be investing in marketing measurement? The answer for most marketers
Top 8 ways a CDP can make you a better customer marketer
CDPs – Customer Data Platforms – are often just evaluated from the viewpoint of facilitating timely, relevant and personalised customer communications. Properly configured, a CDP can also hold a complete
Beat the Google Analytics to GA4 deadline – there is an alternative
Google’s Universal Analytics (UA) is the most widely used traffic analysis tool in the world — but if you’re reading this article, you probably already know that. Earlier this year,
Q & A: Customer Journey-Based Marketing Attribution
Below are some frequently asked questions about customer journey-based marketing attribution – and some insightful answers. What is customer journey-based marketing attribution? People usually receive or respond to multiple
Marketing attribution is a critical success factor
If accurate and timely marketing attribution is a critical success factor for all companies selling directly to consumers, why are so few companies achieving it, and what is needed to
Delivering successful marketing attribution projects
You might think that introducing accurate omni-channel marketing attribution is a sensible thing to do and that there would be a limited chance of failure. But think again, as these
UniFida Customer Data Basics: Session Four – CDPs (Customer Data Platforms)
In the fourth video in the series, UniFida’s Client Director Jo Young talks about CDPs (Customer Data Platforms). She explains what they are, why they are important, how to create
Why marketeers must not lose sight of value-based marketing
Among the objectives marketers often set themselves, ROMI (return on marketing investment) is normally near the top. The problem is that, although it is comparatively easy to measure the overall
Jo Young becomes Managing Director of UniFida
UniFida, a provider of customer data solutions for mid-sized companies, has appointed Jo Young as Managing Director. She was previously Client Director and succeeds UniFida’s Founder, Julian Berry, who becomes
Marketing Attribution – is there a Knowledge Gap?
Unifida’s Client Services Director Jo Young reflects on the recent Direct Commerce Association (DCA) Summit: I was fortunate enough to be asked to speak at the recent Direct Commerce Association
UniFida Customer Data Basics: Session Three – Four Key Customer Data Questions
In this third video in the series, UniFida’s Client Director Jo Young talks about four key customer data questions you need to ask to drive sales, and discover your customers. We’ll
UniFida to present at the DCA Annual Summit
“One marketing budget, many channels – how omnichannel attribution optimises these.” That’s the subject of an insightful presentation by UniFida and Wentworth Puzzles at the 2022 Direct Commerce Association (DCA)
UniFida Customer Data Basics: Session Two – What is a Marketing Attribution?
In the second video of UniFida’s Customer Data Basics series, Jo Young talks about Marketing Attribution. What is it? Why have it? What is the best way to do it?
UniFida Customer Data Basics: Session One – What is a Single Customer View (SCV)?
In this first video in the series, UniFida’s Client Director Jo Young talks about Single Customer Views (SCV). What are they? Why do we have them? Why are they important?How
Marketing Attribution for not-for-profits – it’s not just about sales
Multi-touch Attribution (MTA) for marketing is all about evaluating the effectiveness of marketing investments by examining their role in generating steps in the customer journey. It was initially developed for
Selecting a CDP — the questions mid-sized companies need to ask
As a mid-sized company, there will be many areas where a Customer Data Platform (CDP) may add value to your business. Your company will most likely have an existing range
Existing customers – why they don’t shop like prospects
It may not come as a complete surprise to be told that your existing customers behave differently from prospects – i.e. people who have never purchased from you before. In
Marketing Metrics – why do they matter?
When it comes to measuring marketing success, there’s no doubt that marketing metrics are crucial. Every company will have its own specific marketing metrics requirements. Analysing what these should be,
Covid-19 “Customer Bump” – What do you do about it?
Many companies selling online to consumers experienced a Covid-19 “customer bump” – i.e. a hike in sales during the pandemic. For most of these companies, these peak sales will have
Marketing effectiveness – measuring the long-term impact of direct mail and other channels
In our previous blog post on return on marketing investment (ROMI) and seeing the bigger picture in terms of measuring the effectiveness of all marketing channels together, we explained why
Return on marketing investment – the importance of seeing the bigger picture
To use a couple of sporting analogies, every marketer wants to score the equivalent of a bullseye or a hole in one. In other words, achieve a high score with
Why email and digital activity is not always the greener option
When it comes to measuring the carbon footprint of quantifiable marketing activities, such as advertising in newspapers or catalogue production, it’s relatively easy. Most marketers have experience of the production
How to measure ROMI (Return on Marketing Investment)
Marketing ‘bang for buck’ – how do you measure it? Return on marketing investment (ROMI) is what every marketer wants to achieve. But automating marketing metrics and extracting accurate ROMI
Jo Young joins UniFida
UniFida has appointed Jo Young as Client Director to join its growing team. Jo is a leading data consultant with extensive marketing analysis experience across multiple disciplines including digital, database,
Google Analytics is illegal according to the Austrian DPA, but UniFida has an alternative
Austrian DSB: Use of Google Analytics violates “Schrems II” decision by CJEU In a ground-breaking decision, the Austrian Data Protection Authority (“Datenschutzbehörde” or “DSB”) has decided on a model case
Cutting marketing budgets
Wielding the axe on marketing budgets – how can you cut creatively? In today’s challenging times, many organisations are looking to reduce their marketing budgets while minimising the overall impact
UniFida launches CO2 Counter for ‘greener’ marketing
Marketers can now accurately measure the sustainability of their marketing campaigns January 25, 2022, London – UniFida, a provider of technology that helps companies measure marketing effectiveness, has launched
Untangling complex customer journeys
Understanding customer journeys in today’s multi-channel world is essential to successful marketing. It’s important to understand the contribution made by each step in each journey, as well as the human
UniFida announces partnership with Haensel AMS
Combined AI technologies enable marketers to drill right down into individual campaign effectiveness by customer segment December 7, 2021, London UniFida, a provider of customer data platform technology that also
Gain valuable customer insights from fishing in the CDP data ‘reservoir’
In an increasingly customer-centric world, the ability to access and gain valuable customer insights to shape products, solutions and the customer purchasing experience as a whole is critically important. For
You don’t have to let Google AdWords mark their own homework!
The problem is that Google AdWords Conversion Metrics tell you the number and value of sales that come as the next action after landing on an Ad. What they do
Taking control of your private and personal data
Privacy is Power! This is the title of Carissa Veliz’s compelling, and very carefully researched, book recently published by Penguin; it’s a bestseller and an Economist ‘best book of the
Should you combine several technologies to better orchestrate customer experience?
Customer experience (CX) has become one of those hackneyed phrases that can mean different things to different people, but nevertheless getting it right is always going to be a key
UniFida shortlisted for a Direct Commerce Award
UniFida are proud to be shortlisted for a Direct Commerce Award from the Direct Commerce Association. Winners will be announced at this year’s DCA annual summit, which takes place virtually
Can customer journey analytics improve conversions?
Customer journey analytics can tell us some of what we need to know about the routes customers take, but does it help us to improve conversions? What is customer
Taking customer centricity to the next level with a CDP
Can’t see the customer for the data? Now, more than ever, businesses know the importance of looking after existing customers in order to retain them and increase their value. The
Are you profitably reactivating your dormant customers?
Every marketer knows intuitively how incredibly valuable their customer base is, and knowing how to reactivate your dormant customers can be a goldmine! But you need to be able to
Can Multi-Touch Attribution (MTA) tell you which parts of your marketing are not working?
The origins of multi-touch attribution (MTA) were in the digital space, as a result of advertising spend transitioning away from traditional “offline ads” to digital media and channels which were
Do you always have confidence and trust in your data to make important marketing decisions?
We are asking the question because we expect the key currency of the new post-COVID economy will be trust, and trust in data. Imagine you are amid your biggest campaign
3 benefits of using personalisation in eCommerce
Personalisation in retail is nothing new. Retailers and brands have been treating their customers as individuals well before the advent of online shopping, and for good reason. Personalisation works. Personalisation
Is Power BI the answer to data overload?
So is Microsoft Power BI the answer to data overload? Microsoft Power BI is a tool that lets users build interactive dashboards and visualisations. It sits in the Business Intelligence
How does a customer data platform work?
How exactly does a customer data platform work, and help marketers leverage data to gain a better, more accurate understanding of customer behaviour? Ingesting and integrating data The first element