MARKETING INSIGHTS

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Articoli e altre risorse sul Marketing

Customer Data Platform: cos’è e perché è importanteLa crescente popolarità della CDP ha comportato altresì un'aumento della confusione sui mercati. In queste pagine puoi trovare risposta a molte delle domande principali, tipo: come funziona la CDP, quali sono le complessità da prendere in considerazione e come posso integrarla nella mia strategia aziendale.
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.
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.
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.
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.
What big data has brought to the privacy discussionHow does big data impact your privacy? There are ways to balance privacy and security in an increasingly transparent and dangerous world.
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.
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.
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.
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.
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.
Three ways to improve real time marketing resultsReal-time marketing enables you to reach customers during purchase deliberations to provide the push a campaign needs be wildly successful.
Customer journey analytics goes mainstreamDigitally enhanced customer experiences that cross traditional and digital channels is an expectation for consumers. This means timely, relevant communications.
What is marketing automation?Marketing automation uses the customer data you collect to create more effective campaigns and for better decisions across all channels – email, social and web.
Real-time customer engagement is the future of experience managementReal-time customer engagement delivers contextual recommendations and decisions to your interactive customer channels at every possible touch point.
The marketing analytics must-havesMarketing analytics will attune you to the true signals of what matters to customers as channels, technologies and data push the digital world forward.
Harnessing the martech advantageMartech vendors have doubled in the past year. Find out what's fueling this growth spurt, and discover three ways to get the most value from your tech spending.
IoT: The next best thing to reading your customer’s mindConstant streams of data from myriad devices and sensors is what IoT is all about. But how are organizations using it to better customer experiences?
Marketing for the midmarketMidsized organizations know their greatest asset is customer data. With analytics and powerful data visualization they're improving customer engagements.
Linking data to the customer journeyIf you want to divine your customers' future actions, look to their history. That means harness the rich customer data you already have.
Putting you at the frontier of the fan experienceThe fan experience has remained unchanged for decades, but new technologies coupled with advanced analytics is poised to give new meaning to spectator sports.
Brand equity has a big role in RCI's strategyBrand equity isn't about what you sell, it's about your customers' perception of you, your products and your services. It's storable, but perishable.
Customer journey management: Eliminating missed opportunitiesCustomer journey management is a big part of shaping customers' experiences with your brand. To be effective, your efforts must focus on three crucial elements.
Small but mighty: Modern marketing for the midmarketUsing data to improve the customer experience is how midmarket companies can take on the retail titans to win the hearts of their customers.
The marketer's dream: Harmonic convergenceCustomer journey maps, strong internal partners and clear strategies for change can help marketers align organizational efforts to foster peace and harmony.
Customer segmentation for the new digital experience Is customer segmentation dead? No way. It has been given new life as one-to-one marketing. Marketing that is made possible by data and analytics.
Using data to control unruly hotel pricingKelly McGuire of SAS has packaged everything hoteliers need to optimize pricing and maximize revenue into one neat book.
Q&A: What's your level of digital marketing maturity?The technologies have evolved, but the game hasn't changed. Great customer experiences start with strong digital marketing strategies.
The customer journey: Why you need journey mapsIf your customer engagement processes are aligned, then building a customer journey map makes the purchasing decision easier for everyone.
The modern marketing leader: Is your CMO ready?Customer experience management means improving every interaction your company has with your customers. Having a strong, well-planned marketing strategy is paramount.
Customer loyalty in a digital world: A new approachCustomer loyalty offers a good news/bad news message. Loyalty programs are on the rise. Bad news? About 60 percent of your customers don't belong. Here are some ways to attract and retain the best customers.
Four multichannel marketing strategies that deliver exceptional customer experiencesMultichannel marketing is being able to accurately identify your customers no matter where they choose to engage with you. Here are the strategies you'll need to employ to create detailed road maps for every customer.
Marketing measurement do's and don'tsHow can marketers capture the C-suite's attention? Draw a clear line between marketing activities and results.
Out of size, out of mindIf sizes are out of stock, you forfeit the sale and disappoint (and potentially lose) customers. Marking down overstocked merchandise reduces your profitability. Here’s what you can do to make sure you have the product sizes your customers need at all times.
Winning customers’ hearts (and their feedback)What the marketing director at Dustin Group, a leading Nordic reseller of IT solutions, has to say about running a customer-centric business.
Empty shelves: The retail analytical talent deficitIf you already have an analytics team, you know how hard it is to attract and retain top talent. If you're trying to build a team, here are some ways to find (and keep) the analytical experts you need.
Moving beyond the ad serverAd servers take a broad-brush approach to delivering advertising. But there is a better way. One that allows you to finesse your offerings to paint the best picture for visitors by using data analysis to gain profitable insights.
The first step in building a better customer experienceIt's true that you can't build a great structure on a weak foundation. Learn what it takes to make a solid start on your data groundwork.
The era of gargantuan dataAt The Big Show in New York City, we heard from eBay, Chico's and Brooks Brothers about their use of big data for customer loyalty.
Marketing optimization: Five lessons learned at a major US bankHow does a bank know what you need when you visit its website, open the mobile banking app or walk into the branch? For one of the largest banks in the US, the answer is marketing optimization. Here are five lessons they’ve learned.

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.

Learn more about Marketing Analytics

Marketing: le basi

Digital Marketing

I consumatori hanno accesso alle informazioni in qualsiasi momento e in qualunque luogo vogliano, per questo motivo devi offrire offerte personalizzate e in base alle loro reali esigenze. Devi gestire le relazioni con i clienti su tutti i canali, avviare interazioni dinamiche con loro ed estrarre valore dai big data per prendere decisioni migliori più velocemente. Questo è il marketing digitale fatto bene. E non puoi farlo senza gli analytics.

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Customer Experience

Gestire efficacemente la customer experience significa conoscere i tuoi clienti in modo così completo che è possibile creare esperienze personalizzate, capaci di conquistare la loro fedeltà e invogliarli a promuovere positivamente la tua attività. Questa è la pubblicità più preziosa che ci sia.

Per farla funzionare hai bisogno degli analytics. Puoi creare e gestire profili completi sui clienti. Puoi personalizzare tutte le interazioni che avrai con loro. E puoi farlo con il messaggio giusto nel posto giusto al momento giusto. Ogni volta.

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Big Data e Marketing

Possedere grandi volumi di dati non significa automaticamente realizzare attività di marketing migliori. Sono le intuizioni derivate dai big data, le decisioni che prendi e le azioni compiute a fare la differenza. Grazie all'analisi ad alte prestazioni, i marketer possono utilizzare i big data per sviluppare comunicazioni più pertinenti e personalizzate. Pianifica, assegna le priorità e ottimizza il marketing. Esegui test, simulazioni e migliora la marketing automation per incrementare l'efficienza e il ROI.

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Marketing Multicanale

I clienti multicanale si destreggiano da un canale all'altro e spendono mediamente tre a quattro volte di più rispetto ai clienti monocanale. E se il tuo marchio non è lì ad accoglierli in maniera efficace, li perderai. Per coinvolgere questi consumatori è necessaria una strategia multicanale consistente. Per questo motivo hai bisogno degli analytics. Con gli analytics è possibile ottenere una visione unica del cliente su tutti i canali. Puoi definire una piattaforma di marketing multicanale e creare un'esperienza cliente coerente in ogni punto di contatto.

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Customer Analytics

Viviamo in un mondo fatto di clienti. Che coesiste con i marketer e la miriade di offerte commerciali disponibili. Arriva perciò un momento in cui il marketing, per sopravvivere, deve intersecarsi con la scienza dell'analisi e trasformare i dati dei clienti in qualcosa di realmente unico: offerte pertinenti e tempestive in grado di deliziare i clienti piuttosto che infastidirli.

Scopri di più sui customer analytics