Creating a single view of customers across channels has long been the goal of the ambitious retail marketer.
By being able to track and analyse consumer interactions across in-store and online, a retailer can create a new level of insight into their customers and therefore market to them with an unprecedented level of accuracy and insight.
In addition, data has shown again and again that customers who interact with a brand on more than one channel are more valuable and loyal than their single channel counterparts.
However, a single view of customers isn’t as simple as just connecting online and offline databases of information. It requires significant investment in new hardware, software, staff capabilities and processes.
Before launching any project of this scale, retailers need to be aware of the possibilities and pitfalls.
Towards the end of last month, Facebook boldly made mobile messaging service WhatsApp an offer they couldn’t refuse, and a few hours later that $19bn dollar offer was announced to the world.
Technologists, social media experts and analysts scrambled to make their thoughts and predictions heard.
Marketers across the world sat up and paid attention to what could be termed as the biggest big data acquisition we’ve witnessed in the era of the internet.
This is particularly so because WhatsApp’s data is now another spring of information, along with Instagram and Paper, that Facebook can analyse and use to its marketing advantage.
It's becoming harder and harder to persuade customers to give us their personal data. Are they more worried about privacy and security post-Snowden?
Are they wary that we marketers will relentlessly spam them once we have their details? Do they find it too difficult to do the data entry on the mobile devices they are increasingly using?
According to recent TRUSTe research 60% of people say they are more concerned about security now than they were a year ago.
It turns out that businesses sharing personal information with other companies (60%) and tracking online behaviour to show targeted ads and content (54%) were the two largest causes of increased online privacy concerns.
And yet there is also plenty of research to show that consumers appreciate personalisation and customisation. According to Adobe’s 'State of Online Advertising' last year, 88% of those surveyed in the EU were neutral or positive about customisation; this figure rose to 94% for the US.
So we face a tough challenge as marketers, as customers seemingly want the benefits of customisation but without giving up any personal data...
It’s February and already, according to a number of statistical sources, around a quarter of us have failed to uphold our New Year’s resolutions.
Interestingly, 39% of people in their twenties achieve their resolution each year compared to only 14% of people over 50. That’s interesting given the prevailing attitudes towards younger generations.
In the same vein, marketers are mapping out the conversations they want to have this year to stay ahead of the curve. Given the influx of ‘2014 Trends’ in January, I thought it would be a useful point to review the best and highlight a few that might follow New Year’s resolutions.
The customisable features in Google Analytics are great for extracting maximum value from your data.
Here I've gathered together a selection of custom reports, dashboards and advanced segments to help you measure SEO efforts more effectively.
Some you'll need to create yourself, following the instructions, while the rest you can just click and download and save lots of time and effort.
Just click the download links when logged into you Google Analytics account to add them to your profile...
Great customer experience is one of the hardest things for your competitors to copy.
A strategy of continuous improvement can offer clear differentiation from competitors.
However, it’s only when we measure what customers are actually seeing and doing when they are interacting with our digital channels, that we can understand where they might have issues or unmet needs.
For the second year running, Econsultancy has published a freely available trends briefing about digital trends in South-East Asia, based on the Digital Cream Singapore event for senior client-side digital marketers held in November last year.
Digital Cream Singapore 2013 brought together more than 120 B2B and B2C in-house marketers from around the Association of South-East Asian Nations (ASEAN) region and beyond to discuss best practice and common challenges in digital marketing, and learn from each other.
Delegates discussed a wide range of topics, ranging from managing and making sense of audience and customer data, increasing personalisation and loyalty, to using video marketing and cross-channel marketing.
Publishers are increasingly embracing real-time bidding via exchanges and SSPs, according to a new Econsultancy report.
Our Online Publishers Survey Report also shows how more publishers are using data to improve the effectiveness of advertising.
Here are a few tasters from the new report...
An argument for not reporting results in marketing: if you find yourself in times of crisis having to report frequently, try reporting on actions rather than numbers.
Report on the things you did rather than the traffic you achieved.
Here is my argument for not reporting results in marketing...
I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.
There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.
While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.