UniFida News & Blog

Our newsletter will keep you in touch with the latest on customer insights and data science

Marketing effectiveness – measuring the long-term impact of direct mail and other channels

In our previous blog post on return on marketing investment (ROMI) and seeing the bigger picture in terms of measuring the effectiveness of all marketing channels together, we explained why
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Return on marketing investment – the importance of seeing the bigger picture

To use a couple of sporting analogies, every marketer wants to score the equivalent of a bullseye or a hole in one. In other words, achieve a high score with
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Why email and digital activity is not always the greener option

When it comes to measuring the carbon footprint of quantifiable marketing activities, such as advertising in newspapers or catalogue production, it’s relatively easy. Most marketers have experience of the production
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How to measure ROMI (Return on Marketing Investment)

Marketing ‘bang for buck’ – how do you measure it? Return on marketing investment (ROMI) is what every marketer wants to achieve. But automating marketing metrics and extracting accurate ROMI
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Jo Young joins UniFida

UniFida has appointed Jo Young as Client Director to join its growing team. Jo is a leading data consultant with extensive marketing analysis experience across multiple disciplines including digital, database,
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Google Analytics is illegal according to the Austrian DPA, but UniFida has an alternative

Austrian DSB: Use of Google Analytics violates “Schrems II” decision by CJEU In a ground-breaking decision, the Austrian Data Protection Authority (“Datenschutzbehörde” or “DSB”) has decided on a model case
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Cutting marketing budgets

Wielding the axe on marketing budgets – how can you cut creatively? In today’s challenging times, many organisations are looking to reduce their marketing budgets while minimising the overall impact
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UniFida launches CO2 Counter for ‘greener’ marketing

Marketers can now accurately measure the sustainability of their marketing campaigns   January 25, 2022, London – UniFida, a provider of technology that helps companies measure marketing effectiveness, has launched
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Untangling complex customer journeys

Understanding customer journeys in today’s multi-channel world is essential to successful marketing. It’s important to understand the contribution made by each step in each journey, as well as the human
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UniFida announces partnership with Haensel AMS

Combined AI technologies enable marketers to drill right down into individual campaign effectiveness by customer segment December 7, 2021, London  UniFida, a provider of customer data platform technology that also
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Gain valuable customer insights from fishing in the CDP data ‘reservoir’

In an increasingly customer-centric world, the ability to access and gain valuable customer insights to shape products, solutions and the customer purchasing experience as a whole is critically important. For
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You don’t have to let Google AdWords mark their own homework!

The problem is that Google AdWords Conversion Metrics tell you the number and value of sales that come as the next action after landing on an Ad. What they do
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Taking control of your private and personal data

Privacy is Power! This is the title of Carissa Veliz’s compelling, and very carefully researched, book recently published by Penguin; it’s a bestseller and an Economist ‘best book of the
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Should you combine several technologies to better orchestrate customer experience?

Customer experience (CX) has become one of those hackneyed phrases that can mean different things to different people, but nevertheless getting it right is always going to be a key
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UniFida shortlisted for a Direct Commerce Award

UniFida are proud to be shortlisted for a Direct Commerce Award from the Direct Commerce Association. Winners will be announced at this year’s DCA annual summit, which takes place virtually
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Can customer journey analytics improve conversions?

Customer journey analytics can tell us some of what we need to know about the routes customers take, but does it help us to improve conversions?   What is customer
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Taking customer centricity to the next level with a CDP

Can’t see the customer for the data? Now, more than ever, businesses know the importance of looking after existing customers in order to retain them and increase their value. The
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Are you profitably reactivating your dormant customers?

Every marketer knows intuitively how incredibly valuable their customer base is, and knowing how to reactivate your dormant customers can be a goldmine! But you need to be able to
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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?

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
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Exactly how much do online and offline channels contribute to 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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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
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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
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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
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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
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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!
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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
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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
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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 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
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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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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
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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
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