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 first-hand that many companies are putting infrastructure development projects on hold at present, when logic suggests that they should be doing the opposite.  Therefore  when the bounce-back happens they are fully capable of taking advantage of it.
Often the reason for delay is cash flow, as this is also a time of unprecedented financial stress for many companies.

So if you are thinking about getting your technology for marketing upgraded, we can make an offer that could help substantially.

If your interest is in getting hold of a fully serviced cloud-based customer data platform (CDP) at a moderate price, then we can offer you a substantial license holiday of at least three months if you can place an order in April or May. The free period will continue until the lockdown is over so it could be extended.

A CDP is capable of supporting BtoC marketing in many different areas including:

– customer message personalisation that is based on a complete view of online and offline customer activity
– multi touch order attribution that tells you how in combination all your online and offline channels are performing
– customer value and customer retention dashboards so that you can confidently calculate how much you can afford to spend on recruitment
– dormant customer reactivation based on propensity models that tell you who is most likely to respond
– one click campaign results reporting to give you up to date news on how your different contact strategies are actually performing
– automated outbound campaigns responding to online and offline triggers

We can also help you with making a decision about whether or not to invest by helping you build the business case for a CDP at no charge, even if you do not proceed to purchase one from us when the work is done.

The last two business cases we developed for B to C companies showed a return on UniFida technology of between four and eight times the cost.

Please do take a look at how our clients have benefited by using UniFida, and also email us with a time that would work for you for an initial call to see how we could help.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


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, particularly digital and programmatic media.

To us the case for first making best use of your own customer data trumps all other media purchase decisions, and for very good reasons:

– it’s free and uncontrovertibly yours (as long as it’s properly permissioned)
– it allows you to develop very personalised relationships with each of your customers, and hence unlock as much value as is possible from them
– it can help you understand what is really driving your new customer recruitment, particularly when multiple online and offline channels play a part in your recruitment marketing
– it can support your overall business planning based on understanding the longer-term value provided by each customer segment

To allow you to obtain that customer value you need to ensure that your single customer view contains all your customers’ online and offline behaviours, linked by all the available personal identifiers.

You also need marketing technology that joins all this together, so that there is one complete version of the truth about each customer that can be used by all your marketing applications.

This is why we suggest you need to consider installing a customer data platform or CDP.

To help develop an understanding of what a CDP can do for your marketing we have written ‘The Marketers Customer Data Platform Resource Book’; and this is now available free as an e-book.

David Raab, Founder of the Customer Data Platform Institute, wrote of it ’This concise introduction provides clear answers to CDP questions. It will help many marketers and their technologists take the next step in their CDP journey’.

If you are thinking about possibly taking the next step, then please download your free copy of our booklet “The Marketers Customer Data Resource Book“.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


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 towards working in the the kitchen!

Looking back a decade and more, agencies liked to own most marketing functions, and that went way beyond strategy, planning and creative; they liked to manage the production as well. This would mean that they would buy media, manufacture direct mail, and even take control of data. The full lavish restaurant experience.

Marketeers have gradually woken up to the fact that eating in restaurants is both very expensive, and puts control in the hands of someone else. If campaigns flop, they have to switch agencies, and this means listening to the whole nine yards of pitches and flummery.

Now that we are firmly in the data age, we find that marketeers like to get down among the weeds, and understand what is really going on. This way they can own that precious commodity, a true understanding of the customers on whom their fortunes rely.

That does not mean that there is no role for agencies, rather that, in addition to creative work, they are increasingly providing the technology environment in which the marketers can do their own cooking.

Nor does it mean that marketers have to start learning how to write their own code; instead they want a ready-made technology environment in which they can take control of understanding customer behaviour, and make sure that they are delivering, as far as possible, the right personalised experience to each individual customer.

At UniFida we are very aware of this trend, and have chosen to go down the route of delivering the technology (kitchens) in which marketers can operate.

In practical terms this means providing a cloud-based environment in which all online and offline sources of customer data are tied together, identities are resolved, marketing metrics are provided, and personalised campaigns can be planned and executed.

We don’t expect to tell marketers what they should do; rather we like to provide the most refined possible tools to help them do it themselves.

Our toolkit is a combination of UniFida Technology and UniFida Data Science. It’s reasonably priced, fully serviced, and the result of five years of continual development.

We hope that it’s what you will want to enable you to cook things up that your customers will really appreciate in 2020!

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


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 platform, and an associated single customer view, derive from many stages in the customer relationship and from several different areas of the business. This helps to explain why assembling them together to justify the cost of ownership can be complicated.

As providers of cloud-based customer data platform technology we have decided to try to make things easier for you.

We are offering our time to help you develop your business case for a customer data platform.

We won’t be inventing any numbers, but we will be helping to point you in the direction of where the benefits are coming from, and assisting you in quantifying them.

Contact us for more information.


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


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 be set up to receive data from many different sources, they then have to store all that data, and have to keep on being fed with it. Someone even has to hit a few keys for something to come out of them.

We think there is a bright side, which is not surprising to hear from people who are intrepid enough to actually build and sell CDPs.

Obviously, in themselves CDPs are worthless; the value only comes when you start to do something useful with that data. But as an enabler today’s CDPs can be something quite special.

The big picture view is that if you don’t have everything known about each customer structured and held in one place then you have no chance of meeting the customers’ expectations. And this holds true for every occasion when you are interacting with customers.

However below this Olympian vision there are a growing number of applications that are either made possible, or made to work better, when they can be powered by a customer data platform.

Here is a checklist we have made or current uses that our clients have been making of a CDP:

Outbound marketing

  • targeted and personalised direct mail
  • segmented email campaigns
  • triggered email campaigns
  • SMS push notifications

GDPR/Call center support

  • consent storage
  • privacy portal for SARs
  • customer recent activity search

Dashboards

  • customer and sales performance
  • linked to web browsing activity

Digital advertising

  • website personalisation (segmented and one-to-one)

Technical/ analytical

  • includes browsing history in the SCV
  • bespoke engineered data fields based on the SCV
  • SCV data exports for analysis

For those not entirely immersed in the jargon, what we now call a CDP we used to call a customer database, and after that a customer data warehouse, and then a single customer view. One of the differences between now and then is that in the now we expect data to come in from far more sources, and these include on-line browsing as much as off-line transactions.

Customer Data Platform timeline diagram
Customer Data Platform evolution timeline

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


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 rule of thumb is that within any single customer system there will normally be between 5% and 25% duplicates.

However the more ways you have of identifying an individual, the higher the level of duplicates normally uncovered. For instance, if names and addresses can be combined with email or mobile number, many records can be brought together that otherwise would have been kept separate.

There are no rules of thumb however about the level of duplication between different customer systems held by the same organisation; but as an example our recent work with a media company selling a range of direct to consumer services revealed that for every 100 customer records held across their systems, there were in fact a net 75 individual people.

So why does this matter?

Perhaps the most obvious reason is that deduplication will stop you sending two communications to a proportion of your customer base.

Just stop to think just how irritating it is to have to open or delete two emails from the same source with the same content.

And then, if you are using paper and post, there is a big cost implication of not getting the deduplication right.

The second reason is GDPR. How will you handle individuals’ requests to be forgotten when there are two versions of these peoples’ records? And how foolish would you feel when sending customers copies of the data you hold on them when clearly it came from two separate sources?

But probably the most interesting aspect of deduplication comes when you pull data together from across different systems and sources.

Mr Smith who buys holidays, and is on a dating site you run, has a distinct profile; so does Mrs Smith who buys wine and cooking equipment, and so probably likes entertaining at home.

So whether you have a single customer file, or customers spread across several systems, the case for deduplication is clear, but just how clear it is can only be quantified when you have matched all those customer records together.

To find out more about Unifida can help your business please contact us.