Marketing technology is both a benefit and a burden. It’s full of promise, if you can get it right. But it can also keep you up at night, because you just can’t seem to get it all to hang together.Read More
Marketers are now operating in a world where data is more important than ever and those that can access and use it effectively can gain a significant advantage over their competitors. When it comes to deciding what data platform you should be using to get a single customer view, there is no single right answer. Find out where each different type of platform is best suited and what its strengths and weaknesses are.Read More
As the need for Customer Data Platforms (CDPs) in the marketing and digital gains more attention there’s an increasing number of CDP vendors and platforms coming onto the market making claims about the ability of their offerings. With so many platforms all calling themselves the same thing, learn how to determine the right one for your needs.Read More
Recently Customer Data Platforms (CDPs) have become the latest 3 letter acronym to enter marketing glossary. CDP’s offer many benefits to those that can successfully adopt one and use it to enable their data driven digital customer experience and marketing initiatives.Read More
The ability to tailor your marketing and CX communications based on what you know about a customer is generally a very good thing, but it can come back to bite you. We have put together a list of five things you should avoid when establishing your parameters for personalisation.Read More
Everyone’s talking about the power of ‘BIG’ data to drive a better customer experience and add relevant personal touches to marketing campaigns, but some large enterprises are struggling to grasp this opportunity.Read More
Email Marketing and AdWords for the first time made it possible for Marketing to measure the effectiveness of marketing at an individual level and to calculate true marketing ROI. Find out why your organisation must own its marketing data.Read More
How a scientific approach to web personalisation can deliver significant positive returns for marketers. Learn about:
The differences between a traditional marketing approach and a scientific approach
The common pitfalls of deploying web personalisation programmes
How Customer Data Platforms can contribute to success
Customer Data Platforms and Programmatic Media
How CDPs can work with Demand Side Platforms
The limitations of Data Management Platforms
Marketing automation platforms and programmatic media
Part One of our two-part look at the data technology required to support modern customer experience programmes. Marketing technology is a hot discussion topic at a senior level in most enterprises, particularly between CMOs and CIOs. A common question that comes up from the IT side in these discussions is “Why do I need yet another data platform?” In reality, that’s the wrong question because: IT does not need another data platform, Marketing needs a dedicated one.Read More
In Part Two of our examination of the data technology required to support marketing programmes in a digital world, we look at where data platforms fit in the maze of modern MarTech.
What are the key types of MarTech and AdTech platform that handle data?
What are the major differences between platforms?
How can enterprise marketers choose the right platform for their needs?
Why a centralised approach to decisioning is not necessarily the best for marketing. Read on to learn more about:
The three key types of decision in digital marketing
The pitfalls of centralised decisioning
Common tensions between Marketing and IT
The advantages of taking a decentralised approach
Digital-led customer experience transformation is one of the hottest topics for CMOs in today’s market. According to IDC, over two thirds of global enterprises are looking to make the strategic shift from traditional to digitally-led strategy, with over one third expecting to have fully adopted digital transformation by the end of this financial year. Read on to see how you can transform your customer experience without breaking your systems.Read More