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
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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
Why we chose Matomo over Google as our web analytics platform for UniFida
In some respects, Matomo and Google Analytics are very similar: both have very large user bases (Wikipedia tells us that Matomo is installed on approaching 1.5m websites, and Google Analytics
Nine stepping stones for a customer data pilgrim!
Wondering how to become a customer data expert? 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 competition?
Are you leaving the competition an open door through which they can capture your best customers? Most organisations will protest that they are not, and a sizeable proportion of these
Why most ‘CRM’ systems are not really what they claim 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
How a customer data platform (CDP) enhances, accelerates and democratises decision making
Using data for decision-making The maxim ‘knowledge is power’ has held good for many years but that power also can be democratised when knowledge is shared. Shared knowledge, and a
Building a CDP business case
Most marketeers would like to have a customer data platform, but many struggle to build a business case for one. Clearly the benefits that come from introducing a customer data
What is the biggest reason for firms wanting to comply with GDPR?
It is in fact the need to meet customer expectations, and not, as many of us would have thought, the fear of legal action. This is the result of a
Do CDPs (Customer Data Platforms) Suck?
Well, you can paint a very bad picture of them from a bean-counter’s perspective. The technology costs money, they add another item to the marketing technology stack, they have to
UniFida is listed on the CDP Institute directory
April 2018 – UniFida has been accepted for membership by the Customer Data Platform Institute. You can now find us on their directory at cdpinstitute.org/directory UniFida is the trading name of
Multi-channel Marketing Mix Optimisation
How to optimise the spread of your marketing budget The Situation A substantial insurer selling directly to consumers uses budget allocation software to optimise recruitment ROI across channels The Client’s
Tech essentials for managing personal data post GDPR
We have tried to keep this at a very high level, but we wanted to share with you our thoughts on the minimum tech you will need: Technology for managing
What can possibly go wrong when I allocate my marketing budget according to campaign ROI?
Well, depending on exactly how you do that, quite a lot actually! Let me give three examples: 1. If you approve any campaign expected to provide an ROI > X
Why marketers may still need to find a ‘true’ customer data platform?
With all the power of the major CRM packages, this may sound like a stupid question; but we have had multiple clients that use CRM vendors come to us recently
If you can lend us your customers’ data, we can tell you the truth about them!
Increasing Customer Knowledge Estimates differ, but apart from the largest companies who all have their own data scientists, and the smaller SMEs who are not into customer analysis, around 60%
The far from simple task of fulfilling subject access requests!
What’s the full process in a GDPR request? When individuals call into your fulfilment centre, or reach you via email or letter, with a request exercising their rights under GDPR,
A data scientist’s point of view
Big data and analytics can transform how businesses operate. So what exactly is the reality of having a data scientist on board, or even outsourcing the work? We interviewed Anthony
Do you throw away good customers like households waste good food?
Official estimates for UK household food waste in 2015 come to 7.3m tonnes. Of this the avoidable element, if not wasted, would have saved the average household £480 pa. Yet
UniFida partners with Tableau for developing data insights at speed
Following a market review we have picked Tableau as UniFida’s data analysis partner. UniFida can build your customer data platform, whilst Tableau helps you understand it. Tableau has been labelled
How the music broadcasting industry uses predictive analytics to spot rising and falling stars
Our client, a market leading music entertainment business, wanted help to know which tracks to present to its listeners, to ensure the maximum engagement. With so many tracks to choose
What would you give to know how to stop recruiting unprofitable customers?
In many of our engagements with clients we discover that a high proportion of customers recruited are unprofitable, and for every one of these the company suffers not only their
Do you know how much your customer duplicates are costing you?
Deduplication may not be the stuff of everyone’s dreams, but it could turn out to be more interesting than you expect. How many duplicates can you expect to find? Our
Forget-me-not
As many of us know, the right to erasure of ‘personal data’ is one of the key elements within GDPR. But that leaves a big question mark over exactly what
Has GDPR ignored the elephant in the database?
‘Personal data’ is defined in GDPR as ‘any information relating to a person who can be identified, directly or indirectly, in particular by reference to an identifier such as a
Are you having an identity crisis?
Back in the ‘70s it was de rigour for cool people to be undergoing an identity crisis, and this involved trying to fathom out who the hell one was, why
RFM or propensity score – which wins out when put head to head?
RFM, or ‘recency frequency monetary value’ to give it its full name, has long been the targeting tool of choice for the home shopping industry; so we decided to give
Play on! UniFida gets its first premier league football club signing
Berry Thompson are pleased to announce that a premier league football its using our Single Customer View software. UniFida allows the club to pool data in one environment, providing technical
Tottenham Hotspur sign a sixth player!
If Trippier, Alli, N’Jie, Alderweireld, and Wimmer were not enough, last week they signed up for a UniFida trial. Our real-time single customer view can’t be expected to score goals,
Global Segmentation
Hotel chain benchmarks the global market The Situation A global hotel company with close to 10% market share commissioned us to build a market segmentation to support their strategic planning