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