MARKETING INSIGHTS
Turn your customer data into better experiences
Recent marketing articles
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The 5 new rules of retailThere is good news for retailers. Analytics can help overcome some of the effects of disruption, allowing retailers to move from long-term seasonal forecasting to more agile planning.
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3 ways to rethink retail forecasting and demand planning The pandemic has profoundly changed consumer shopping behaviors and experiences and the increasing pressure has retailers scrambling to improve their ability to precisely predict and plan for demand. If you don’t know where to start, here are three questions to ask as you rethink your forecasting and demand planning.
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Engage all areas of the marketing brain to improve the CXIn an increasingly competitive marketplace, and in recent months, in particular, digital channels and capabilities have been critical to success. Organisations need to engage all three areas of the corporate brain: customer intelligence, human intelligence and artificial intelligence.
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AI is a practical tool to help Marketers gain insightsMarketers are not scientists, and technologies like AI have become more important to help Marketers understand customer data and insights. With AI, Marketers are able to focus on the bigger picture - improving experiences for customers and driving revenue for the business.
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The impact of the CMO in the coming yearsThe past couple of months for CMOs have seen them thrown into the fire and stress-tested to keep not only the business alive, but also their relationship with their consumers. With this climate, the future role and impact of CMOs has irrevocably changed.
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AI optimises campaign performance at WWF and drives ROIIn its mission to advocate for endangered species and for the environment, the World Wide Fund faces challenges familiar to all brands. By optimising its marketing through the smart use of machine learning and AI the WWF was able to address the issues of cost and purpose successfully.
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Reimagine marketing: Today, tomorrow and in times of disruptionPutting the customer first has never been more important than it is now. One way marketers can prepare for the new reality is to look at each step in the marketing process (the marketing lifecycle) and map martech capabilities into the lifecycle, based on what you are trying to accomplish with each step.
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Customer data platform: What it is and why it’s important The recent rise in popularity for CDPs has led to a considerable amount of market confusion. Here's everything you need to know about how a CDP works, challenges to consider -- and how to go beyond the CDP with seamless integration.
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Your customers aren’t afraid of new technologies. Are you? New research uncovered some interesting themes for the next decade of customer engagement. Surprisingly, consumers are embracing technology at a faster rate than brands might expect or admit.
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Tread carefully with customer data platformsThe potential benefits of customer data platforms are significant, but CDPs are by no means a silver bullet. Follow these three steps to avoid disillusionment.
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Marketers and privacyCompanies that break new privacy laws get fined heavily, but there may be an even greater cost: A damaged reputation.
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Digital transformation for SMBsFor small and midsize businesses, delivering a better customer experience is key to digital transformation.
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Five trends that will reshape customer experienceApplying the latest research from HBR gives a new twist on this surprisingly relevant 2015 list of CX do’s and don’ts.
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Under siege: Improving customer experience in bankingBanks are ranking low in customer satisfaction, but improvement is possible says Digital Banking Report owner and publisher Jim Marous.
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IoT: The customer experience accelerator you can't afford to ignoreIoT represents a powerful source of data that, when combined with analytics, can yield insights on everything from behavior to emotions to health. And that's why it's key to improving customer experience.
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Effective real-time marketingEffective real-time marketing is about engaging with customers whenever and wherever they are in their buying journey. Organizations should also be focused on knowing what the customer wants (product, pricing, experience, etc.) based on real-time analytics and predictive modeling.
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Contextual engagementCreating contextual customer engagements means understanding enough about each customer to ensure that all communications over time are progressively more anticipated, personal and relevant.
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Data and the customer experienceCustomer experiences are better when they are backed by a deep customer profiles based on a wide range of data and driven by the latest analytical technologies that enable real-time engagement.
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How to improve your AI marketing skillsMarketing teams can use current AI capabilities to enhance their efforts around campaign automation, dynamic pricing based on forecasting models, and by providing more relevant, real-time customer offers.
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Building confidence in your customer experienceForbes Insights surveyed more than 350 leaders at large organizations to determine how they are using data and analytics to power the customer experience.
Marketing: The Basics
Gut-feel marketing won’t get the results you’re after. You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Learn how to plan and manage your marketing programs more efficiently and effectively than ever before. Streamline your marketing operations. Get more value from your digital assets. Link marketing performance to real revenue. And find out which marketing activities are working, which ones aren’t – and why.
- Select a topic
- Digital Marketing
- Customer Experience
- Big Data in Marketing
- Multichannel Marketing
- Customer Analytics
- Marketing Analytics
- Personalization
What is digital marketing?
Consumers have access to information any time and any place they want it. If you want their business, you have to deliver personalized offers tailored to their needs. You have to manage customer relationships across all channels, initiate dynamic customer interactions, and extract value from big data to make better decisions faster. That’s digital marketing done right. And you can’t do it without analytics.
What is customer experience management?
Customer experience management is about knowing your customers so completely that you can create personalized experiences that win their loyalty and entice them to evangelize to others about you. That’s the most valuable advertising there is. To deliver, you need analytics. With analytics you can create and maintain complete customer profiles. You can personalize all customer interactions. And you can get the right message to the right place at the right time – every time.
Big Data in Marketing
Having big data doesn’t automatically lead to better marketing. It’s the insights derived from big data, the decisions you make and the actions you take that make the difference. With high-performance analytics, marketers can use big data to develop more relevant, personalized communications. Plan, prioritize and optimize their marketing. Test, execute and improve marketing automation to improve efficiency and ROI.
What is multichannel marketing?
Multichannel customers zoom between channels, spending three to four times more than single-channel customers. And if your brand isn’t there to greet them wherever they pop up, you’ll lose them. To engage these consumers, you need an effective multichannel strategy. And for that, you need analytics. With analytics you can get a single view of the customer across all channels. You can establish a multichannel marketing platform -- and create a consistent customer experience at every touch point.
What is customer analytics?
It's a customer's world, and marketers just live in it. If you want to do more than exist in survival mode, you've got to embrace that fact. There comes a time when common sense marketing must intersect with the science of analytics if you want to turn data about your customers into something you can actually use to deliver timely, relevant offers that delight customers, rather than annoy them.
What is Marketing Analytics?
Marketing analytics is the study of data to evaluate the performance of a marketing activity. By applying technology and analytical processes to marketing-related data, businesses can understand what drives consumer actions, refine their marketing campaigns and optimize their return on investment.
What is Personalization?
Remember that rabbit hole you went down on YouTube when you were looking at car reviews? Those shoes you saw online that were perfect for you? That social media post that made you wonder if your phone was listening? All these moments probably happened thanks to personalization based on customer data. When companies use personalization, they can recommend products based on your interests by collecting customer data from recent searches and purchases. This allows you to find what you want, and it allows them to make a sale.
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