INSIGHTS SOBRE MARKETING
Transforme os dados sobre seus clientes em experiências melhores
Últimos Insights sobre Marketing
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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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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.
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AI marketing: What does the future hold?AI marketing uses artificial intelligence and analytics to improve marketing results while enhancing customer experiences through real-time personalization.
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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.
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Customer journey analytics goes mainstreamDigitally enhanced customer experiences that cross traditional and digital channels is an expectation for consumers. This means timely, relevant communications.
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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.
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.
Marketing: Fundamentos
- Select a topic
- Marketing Digital
- Experiência do Cliente
- Big Data no Marketing
- Marketing Multicanal
- Customer Analytics
- Marketing Analytics
- Personalization
Marketing Digital
Os clientes têm acesso a informações a qualquer hora e em qualquer lugar que desejarem. Se você quer que eles comprem do seu negócio, você tem que entregar ofertas personalizadas e adaptadas às necessidades deles. Você precisa gerenciar os relacionamentos com os clientes em todos os canais, iniciar interações dinâmicas com o cliente e extrair valor do big data para tomar decisões melhores e mais rápidas. Isso é marketing digital feito corretamente. E você não pode fazer isso sem análises de dados.
Experiência do Cliente
A gestão da experiência do cliente consiste em conhecer seus clientes de forma tão completa que você pode criar experiências personalizadas que conquistem a lealdade deles e os atraia para evangelizar outras pessoas sobre você. Esse é o tipo de publicidade mais valiosa que existe. Para isso, você precisa de análises de dados. Com análises de dados, você pode criar e manter perfis completos de clientes. Você pode personalizar todas as interações do cliente. E você pode levar a mensagem certa ao lugar certo, na hora certa – o tempo todo.
Big Data no Marketing
Ter grandes volumes de dados não leva automaticamente a um marketing melhor. São os insights derivados do big data, as decisões e as ações que você toma que fazem a diferença. Com análises de alto desempenho, os profissionais de marketing podem usar big data para desenvolver comunicações mais relevantes e personalizadas. Planeje, priorize e otimize seu marketing. Teste, execute e melhore a automação de marketing para melhorar a eficiência e o ROI.
Marketing Multicanal
Os clientes multicanais passam seu tempo em mais de um canal de comunicação, gastando de três a quatro vezes mais do que os clientes que usam apenas um. E se sua marca não estiver lá para recebê-los onde quer que eles apareçam, você os perderá. Para engajar esses clientes, você precisa de uma estratégia multicanal eficaz. E para isso, você precisa de análises de dados. Com análises de dados, você pode obter uma visão única do cliente em todos os canais. Você pode estabelecer uma plataforma de marketing multicanal e criar uma experiência consistente para o cliente em cada ponto de contato.
Leia mais sobre marketing multicanal
Customer Analytics
Este é o mundo dos clientes, e os profissionais de marketing simplesmente vivem nele. Se você quer fazer mais do que existir no modo de sobrevivência, você precisa respirar essa verdade. Chegamos a um momento em que o marketing intuitivo deve se cruzar com a análise de dados se você quiser transformar as informações sobre seus clientes em algo que você possa usar para oferecer ofertas oportunas e relevantes que os encantem em vez de incomodá-los.
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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