UniFida News & Blog

Forrester says that analytics is a top marketing priority!

September 28, 2020

Forrester has based this claim on a survey of 750 analytics decision-makers in larger companies employing more than 500 people (‘The Future of Analytics’, Forrester, July 2020). To quote from

Are customer data platforms affordable?

September 15, 2020

This obviously depends on who you are talking to, but if you are a typical large US enterprise then something around $1m per annum for your CDP would be regarded

Are you in the dark (like most marketers) about your omnichannel performance?

August 25, 2020

Marketing mix attribution is often one of the biggest problems a marketer can face; how to fathom out in an omnichannel environment how much each of those channels you are

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

We are thinking of questions like: – where are my most valuable customers coming from? – what’s the best next offer I can make to each of them? – how

Exactly how much do your online and offline channels contribute to your 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

‘Follow your own lamp’

June 30, 2020

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

What is actually 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

So, did you grasp the moment?

June 3, 2020

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

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, and only 20% are implementing one!’

May 4, 2020

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?

April 20, 2020

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?

April 7, 2020

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?

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 marketeers ignore AI and thrive?

March 24, 2020

“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!

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.

Just how personal do you want to get?

March 10, 2020

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!

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. In other words, it’s no longer just one

Are your 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 you making 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 business

UKFast for UniFida’s technology gets PAS2060 certification

February 4, 2020

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?

January 27, 2020

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?

January 20, 2020

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?

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

Why we chose Matomo over Google as our web analytics platform for UniFida

October 21, 2019

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!

September 17, 2019

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?

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, and a sizeable proportion of these

Why most ‘CRM’ systems are not really what they claim 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 (CDP) enhances, accelerates and democratises decision making

October 8, 2018

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

August 20, 2018

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

Do CDPs (Customer Data Platforms) Suck?

June 5, 2018

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

May 1, 2018

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

April 12, 2018

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

What can possibly go wrong when I allocate my marketing budget according to campaign ROI?

March 6, 2018

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?

February 12, 2018

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

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