Are you profitably reactivating your dormant customers?
Every marketer knows intuitively how incredibly valuable their customer base is, but you need to be able to accurately quantify that, and then be able to cost effectively cultivate it.
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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
What is a customer data platform?
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
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
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!
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?
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?
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!
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?
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
Do you really know whether your company should install a customer data platform?
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
“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?
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?
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
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
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?
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?
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?
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?
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!
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?
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
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?
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?
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
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
Is our day of reckoning coming soon? Measuring the effect of direct and indirect marketing channels
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
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?
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
‘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
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?
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
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
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?
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!
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
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
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
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?
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