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Author: Ben Davis

Ben Davis

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

now tv banner

Cancelling a subscription: how brands should seize the moment online

Sky TV might be getting a lot of bad press for its kafkaesque cancellation process, but its online service, Now TV, is demonstrating best practice.

We covered the UX of subscription cancellation back in 2013, but I thought I'd post an update here, showing you Now TV's simple but resourceful cancellation process.

It's at the point of cancellation that a customer is potentially most frustrated. The challenge is to ease them to the exit whilst offering them compelling reasons to stay.

3 comments
clear water

Five digital organisations with a transparent company culture

What is company culture?

It's more than some free snacks and an away day, but exactly how much more?

Well, digital-first organisations and startups are often defined by a transparency that's lacking from more conservative public and private owned companies.

Here's a roundup of five companies that champion transparency.

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google logo

What does the rollout of Google cross-device conversions mean for marketers?

Cross-device conversions can now be reported at keyword-level in Google's search, display and shopping ad products.

This means advertisers can optimise for cross-device conversions within their automated bid strategies, for example looking at cost per acquisiton (CPA) across mobile, tablet and desktop.

What does this mean in the context of other recent Google product updates?

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screen

In-store tech: the screen in the corner that nobody wants to use

We’re obsessed with the evolution of the shopping experience.

Established retailers are trying to learn more about their customers’ shopping habits. The ones getting it wrong are trying to mash tech and the store together into one unwieldy omnichannel concept that turns the customer cold.

This can be summed up as “the screen in the corner that nobody wants to use”.

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hive offices

Hive: A startup culture in a corporate behemoth

The team at Hive have an interesting story to tell.

Iterating a new product in a nascent part of an old industry, doing this within an enormous organisation like British Gas, while maintaining an independent, startup culture.

There's a lesson in there for anybody.

Here's what I learnt about Hive by listening to Tom Guy, product and commercial director, at #canvasconf, organised by 383.

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birchbox

How Birchbox engages customers with ‘personalisation that disappears’

I went to #canvasconf recently (organised by 383) and listened to Liz Crawford, CTO of Birchbox.

Liz had some deceptively simple insights into the concept of personalisation in ecommerce today.

Here are some of the things I took away.

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native oyster

Is native advertising sustainable?

There are many articles out there defining what native advertising is and what it should look like.

There are native formats (simply in-stream ads, like expanding video), sponsored content (shaped by the publisher), content syndication (related content promoted through platforms such as Outbrain) and advertorials (often written by the advertiser).

There are blurred lines between some of these formats but what they have in common is a terribly misleading descriptor. This sort of advertising is anything but native, it is invasive, lurid, and can only survive as such.

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google logo

What could the Google-Yahoo AdSense partnership mean for marketers?

You may have seen the news that Google plans to provide web search results and search ads for an unspecified number of Yahoo user queries. 

See the SEC filing here. So, what does that mean for marketers?

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shop

What's next for customer experience in retail stores?

No wonder customer experience is such a hot topic - we all shop and we all know when we don't like a store.

But customer experience in retail can be a catwalk for the emperor's new clothes.

Remember how many people talked about the ability to use social media on an interactive terminal in store? To perhaps 'Like' a product or upload some ropey augmented reality selfie to Twitter?

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metamorphoses

Three ranking factors SEOs cannot agree on

I apologise for lumping all SEOs together in the headline, some are good and some are still bad, but as the layman or 'content person' knows, there are a lot of opinions out there.

If you came via the blog homepage, the header image on this post showed Jupiter, Mercury and Io from Roman myth. 

Myth is a word that crops up a fair bit in SEO, such is the knowledge of the 'inner workings' of the Google 'algorithm'.

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black friday

Black Friday: US sites ranking well in Google UK results

Search for 'Black Friday' and related terms in Google UK and you'll likely be returned a host of US websites in the results.

Below is page one of the UK SERPs (search engine results pages). As you can see, six out of the nine results are US sites.

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cx report

What's so challenging about improving the customer experience?

Customer experience is a popular topic in digital because it's a term that distills down every marketing channel and customer interaction into one simple concept.

That's the beauty of a great customer experience; creating simple solutions for complex problems. (For more of that, join me at #FoM15).

The challenges companies face in creating credible and competitive customer experiences is the topic of the latest Econsultancy Quarterly Digital Intelligence Briefing in association with Adobe.

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