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‘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 much advice about how
UniFida News & Blog
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What is actually 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
So, did you grasp the moment?
You may recall that at the end of March we sent out a newsletter full of suggestions about what marketing people might do during the Covid lockdown. Well, as the
Why are we now 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, and only 20% are implementing one!’
This is the headline of a report we have just received from Demand Lab, a technology focused marketing consultancy. It may be an exaggeration, but there is some truth here.
Could marketers learn a trick or two from archaeologists?
It may sound daft but we believe that the answer is a decided yes! Archaeologists view a site that they are excavating as a series of layers. With each layer
Will there be a consumer demand avalanche when the lockdown is ended?
It’s most likely that there will be a massive surge in many areas of the economy. So now is the golden moment for companies to prepare for this. We know
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 marketeers ignore AI and thrive?
“Artificial intelligence is that activity devoted to making machines intelligent, and intelligence is that quality that enables an entity to function appropriately and with foresight in its environment.” Without wanting
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.
Just how personal do you want to get?
There is a lot of interest amongst marketers in personalisation. And yes, we all like to be recognised for what we are. But we suspect that people are becoming wary
Keep it clean!
This somewhat short title reflects the overall approach to data cleansing suggested by our partners the REaD group in their latest report. In other words, it’s no longer just one
Are your 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 you making 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 business
UKFast for UniFida’s technology gets PAS2060 certification
Our cloud hosting company for UniFida’s technology gets PAS 2060 certification We were delighted to learn that UKFast who host our customer data platform technology have been awarded PAS 2060 by
Is our day of reckoning coming soon?
No, you will be relieved to learn that this newsletter is not about climate change, but rather about how we marketers buy our media and measure its performance. Not so
Why your own first party data is so important?
There are many reasons why this is the case, but your recognition of it may be at risk of being drowned out by the clamour of people selling recruitment media,
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
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