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UniFida News & Blog

 

Forrester says that analytics is a top marketing priority!

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
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Are customer data platforms affordable?

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

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

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

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!
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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
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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
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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
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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
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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
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‘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.
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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
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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
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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
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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
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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.
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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
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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
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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
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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
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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
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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
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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,
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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