UniFida News & Blog

Do you always have confidence and trust in your data to make important marketing decisions?

February 10, 2021

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

January 13, 2021

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?

November 27, 2020

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?

November 18, 2020

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

What is a customer data platform?

November 18, 2020

So what exactly is a customer data platform? As customers we generate massive volumes of data as we engage across multiple channels using different devices which makes it challenging to

Developing use cases for a customer data platform

November 2, 2020

How can developing use cases for a customer data platform deliver what your business needs? Here we discuss how use cases came about and introduce key stages to successfully implement

CDPs provide efficiencies as well as effectiveness

October 13, 2020

We have been looking at an interesting report called ‘The State of CDPs, Q3 2020’ by Treasure Data and Advertiser Perceptions. The research is based on 101 respondents working for

Forrester says that analytics is a top marketing priority!

September 28, 2020

Forrester has based this claim, that analytics is a top marketing priority, on a survey of 750 analytics decision-makers in larger companies employing more than 500 people (‘The Future of

Are customer data platforms affordable?

September 15, 2020

To determine if customer data platforms are affordable, will depend on who you are and who you are talking to. But if you are a typical large US enterprise then

Are you in the dark about your omnichannel performance?

August 25, 2020

Marketing mix attribution is often one of the biggest problems a marketer can face when trying to measure omnichannel performance. How to fathom out in an omnichannel environment how much

We are told that first party data is taking centre stage!

August 19, 2020

This is according to a just published report from the Winterberry Group ‘The State of Data’; to be fair it does only cover US marketeers but trends there are often

Where do you go to get answers to your most pressing marketing questions?

August 10, 2020

Being tasked with finding answers to marketing questions to support your marketing decisions and advance your campaigns is no easy feat. We are thinking of questions like: – where are

Exactly how much do online and offline channels contribute to sales?

August 4, 2020

Do you really know exactly how much each of your online and offline channels are contributing to your sales? The blunt truth is that the great majority of marketers don’t!

Do you really know whether your company should install a customer data platform?

July 27, 2020

Customer Data Platforms (CDPs) are taking the marketing world by storm – the Customer Data Platform Institute projects that marketers will spend $1.3 billion on them in 2020. But the

How marketers can use data technology creatively

June 30, 2020

“Follow your own lamp”. This famous quotation from Buddha is as pertinent in today’s marketing world as it was in India in the 5th Century BCE. We marketers get so

What is meant by automating customer marketing?

June 23, 2020

What do people actually mean when they talk about automating customer marketing? By ignoring the vast ‘black holes’ of programmatic, social, and other forms of adtech used to recruit customers, we can focus

Post lockdown marketing, did you grasp the moment?

June 3, 2020

You may recall our post from March where we provided suggestions on what marketers might do during the Covid lockdown. Now, as the lockdown starts to ease and we enter

Why we’re reselling Fresh Relevance’s personalisation capabilities

May 27, 2020

Why are we now reselling Fresh Relevance’s personalisation capabilities alongside UniFida’s customer data platform? One of the key uses of a customer data platform is to ensure that decisions made

53% of marketers don’t have a cohesive strategy for Martech

May 4, 2020

A study conducted by technology-focused marketing consultancy, Demand Lab, reveals that 53% of marketers don’t have a cohesive Martech strategy, and if they do, then only 20% are implementing one!

Could marketers view historical customer data like an archaeologist?

April 20, 2020

Could marketers view historical customer data the same way archaeologists view excavating a historic site? It may sound daft but we believe that the answer is a decided yes! Archaeologists

Will there be an avalanche of consumer demand after lockdown?

April 7, 2020

It’s most likely that there will be a massive surge in many areas of the economy after lockdown, including consumer demand. So now is the golden moment for companies to

Are you grasping the moment?

March 24, 2020

One thing is certain; we won’t forget what we did in these very special Corona Virus quarantine days. And although none of us know how long our confinement is going

Can marketers ignore AI and thrive?

March 24, 2020

Can marketers ignore AI and still thrive in today’s competitive market? “Artificial intelligence (AI) is that activity devoted to making machines intelligent, and intelligence is that quality that enables an

McKinsey has defined ‘Modern Marketing’ for us!

March 17, 2020

McKinsey’s March article ‘Modern Marketing: what it is, what it isn’t, and how to do it’ takes a bold look at all the enablers and capabilities required for marketing today.

Personalisation in digital marketing: how personal do you want to get?

March 10, 2020

There is a lot of interest amongst marketers in personalisation in digital marketing. And yes, we all like to be recognised for what we are. But we suspect that people

Keep it clean! A Look at REaD Group’s data cleansing report

March 2, 2020

This somewhat short title reflects the overall approach to data cleansing suggested by our partners, the REaD group, in their latest report; Are you addicted to bad data? Get clean and

The identity resolution process: are customers turning into chameleons?

February 24, 2020

It may be noticeable that, like chameleons, they are becoming harder and harder to identify. And there is a reason for this. They are constantly changing their personal identifiers, like

Are customer value metrics the backbone of your marketing?

February 11, 2020

It’s intuitively obvious that they should be, but what may not be so clear are which actual metrics you need, and how to connect them to different areas of your

UKFast hosting for UniFida’s CDP gets carbon trust PAS 2060 certification

February 4, 2020

We were delighted to learn that UKFast who host our customer data platform technology have been awarded PAS 2060 certification by the Carbon Trust. PAS 2060 is the internationally recognised

Measuring the effect of direct and indirect marketing channels

January 27, 2020

How do marketers measure the impact direct and indirect marketing channels have on the success of their campaigns? At a recent conference organised in London by the Institute of Fundraising

Why your own first party data is so important

January 20, 2020

There are many reasons why first-party data is so important, but your recognition of it may be at risk of being drowned out by the clamour of people selling recruitment

Do you prefer working in a kitchen, or sitting in a restaurant?

January 8, 2020

As a marketer, do you prefer working in a kitchen, or sitting in a restaurant? We have noticed that the way marketers operate is changing, and the trend is firmly

Attaining a multi-touch attribution strategy

November 22, 2019

‘Attaining a multi-touch attribution strategy that works is like looking for the holy grail’. This is one of the conclusions in a report just published by the CallRail Research Unit

Dumping Cost Per Click

November 12, 2019

Have you ever felt that you wanted to dump cost per click (CPC) as your measure of ROI but time pressures and lack of tools mean that you remain stuck

Can you escape from Analysis Paralysis?

November 5, 2019

For many marketeers, a significant part of their day is spent pulling together reports from disparate data sources, and then trying to extract from them the metrics they need to

Matomo vs Google Analytics: Which web analytics platform we chose and why

October 21, 2019

In some respects, when first comparing Matomo vs Google Analytics they appear very similar: both have very large user bases (Wikipedia tells us that Matomo is installed on approaching 1.5m

9 stepping stones to better leverage customer data

September 17, 2019

Wondering how to better leverage your customer data? For many, the journey from being a basic user of customer data, for example just providing lists for campaigns, to being a

Are you losing customers to your competitors?

August 12, 2019

Are you leaving the competition an open door through which they can capture your best customers? Most organisations will protest that they are not losing customers to competitors, but a

CRM identity resolution: Why it’s not really what it claims to be!

July 16, 2019

On the surface, CRM systems give the appearance of covering most things you might need when you are looking for technology to help you manage relationships with customers. But the

Predicting the future value of your customers

July 3, 2019

Did you know that by the time you on-board a customer you will be able to accurately predict their future value? From which it becomes clear that the decisions you

Solving the challenge of allocating recruitment budgets

December 2, 2018

Targeting Longer Term Customer Value Using data science to target multi-channel marketing recruitment spend towards longer term customer value This post will explain why targeting your marketing spend towards longer term

Customer Value Analysis

November 26, 2018

Furniture Retailer Explores Customer Value The Situation An upmarket UK furniture retailer uses customer value analysis to determine whom to recruit and how best to cross-sell. The Client’s Business Goals

What’s indispensable for your marketing data ecosystem?

October 30, 2018

What should be the ‘condicio sine qua non’ of all marketing data ecosystems? The answer is very obvious, but very often overlooked; a marketing data hub or customer data platform

How a customer data platform uses data for decision making

October 8, 2018

The maxim ‘knowledge is power’ has held good for many years but that power also can be democratised when knowledge is shared. Shared knowledge obtained from data, leads to a

Building a CDP business case

August 20, 2018

Most marketeers would like to have a customer data platform (CDP), but many struggle to build a business case for one. Clearly the benefits that come from introducing a customer

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