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Posts tagged with Personalisation

FusePump CEO Robert Durkin on acquisition by WPP Group

On Monday New York based Wunderman, part of the WPP group, announced the acquisition of FusePump for an undisclosed sum.

We spoke to FusePump CEO Robert Durkin about the deal, and how the company positioned itself for the eventual acquisition...

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Split testing vs personalisation: fighting for the conversion crown

There is a fight brewing in the conversion rate optimisation (CRO) world. There are two main camps and there’s a whole lot of money at stake.

In the blue corner, we have split testing (AKA a/b or multivariate testing). Split testing has been continually growing in notoriety in digital marketing.

It has firmly proven itself to be highly effective at improving conversion rates and increasing average order values, driving often staggering increases in website revenue.

In the red corner, we have something of a newcomer: website personalisation. This is certainly a buzzword right now and, for the most part, deserves the hype it’s attracting.  Companies that are getting personalisation right are offering superior web experiences to visitors and boosting conversion rates.

Great news, you might think: two practices that can deliver impressive and long-lasting conversion increases for your website. So, which do you put your money on?

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cheap energy club

The data revolution: will it be consumer led?

Data is a hot topic. It always has been. But now there’s way more of it.

For all those tired of the talk of big data, which is changing services, there’s also a backlash, a sort of arts and crafts movement in statistics (no offence intended)  with a focus on using ecommerce product and customer data efficiently, now that it can be looked at it in high fidelity. 

Perhaps the biggest boom area in marketing technology at the moment is CRM. But aside from companies getting their houses in order, building them on the rocks of data collection, triangulation and testing, there’s talk of a further revolution. 

The revolution comes in the form of a data empowered consumer. The customer is gaining more awareness of and control over her data. Will we approach a point where consumers are fully aware of the value of their data, and are capitalising on it with companies that enable a value exchange, providing extra services, products or savings?

Well, this post is going to have a lot of rhetorical questions in it, questions inspired by last week's Personal Information Economy conference run by Ctrl-Shift. But it will also have some facts and a particularly good case study, Money Saving Expert’s Cheap Energy Club.

So, have a read and let me know how far you think a data empowered consumer can change advertising and marketing.

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Google Maps personalised pizza

The importance of data personalisation and localisation

Last year Econsultancy published an article claiming that some businesses doubt the value of personalisation.

Although 94% of companies agree that personalisation ‘is critical to current and future success’ less than half of companies are personalising their website experience.

This isn’t because they think personalisation is unimportant, but because they don’t actually know how to make the most of it.

However, even the smallest of companies can target their consumers directly using personalised content.

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The rise of context for customising digital experiences

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...

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Five ecommerce personalization tips for Valentine’s Day

You’re one in a million. But hopefully your conversion rates will be higher than that this Valentine’s day.

There’s nothing like the feeling of love in the air that gets people wanting to be extravagant with declarations of their love.

But how do you go about providing the best experience for your Valentine’s customers to drive conversions, fast?

Here are my top tips for helping people in a loving mood get the most out of your site.

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Personalization isn’t what you think it is

As marketers, we are all becoming more familiar with personalization as we recognize the need to tailor digital experiences to individual users. Only we are doing it all wrong. OK, partly wrong.

In this blog post, I explore the concept of 'true personalization:' tailoring the digital experience to the kind of relationship someone wants with your organization.

Rather than just customizing a digital experience according to what someone has clicked on, true personalization posits that the type of content someone consumes is far more important to building long-lasting and deep relationships.

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Goodbye and stop signs

Using 'seducible moments' to turn goodbyes into conversion opportunities

If your website has a secure customer area, then you could be missing out on a chance to further engage or convert your visitors before their next visit. 

This post looks at some examples and options for capitalizing on this often overlooked ‘seducible moment’.

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Hierarchy of Relevance

Why the 'Hierarchy of Relevance' is integral to effective real-time marketing

Even though it's early January, this is not a 2014 predictions post. However, one trend that will continue to grow this year is that of consumer expectation associated with the sharing of their personal information.

The general public are becoming much more savvy around this data value exchange, and their expectations for what they get in return are increasing.

Relevance is key, and that means serving your customers and prospective customers with meaningful content that services a current need for them, and content which is served via a medium (or channel) that suits their behaviours. 

Knowing all the about 'who' on its own is no longer enough, it needs to be complimented by the 'when' and the combination of both is where real-time relevance can be provided.

There is a simple hierarchy model that can be applied to help ensure relevance can be delivered, and it would be good to hear your opinions on this in the comments section.

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100+ amazing stats from Econsultancy's 2013 reports

With the beginning of a new year one is supposed to be inspired to look ahead and set lofty goals for the future.

However it is also a time to look back on the past 12 months to reflect and see if there are any lessons to be learned from past experiences.

Therefore there’s no better time to re-read some of the excellent surveys and reports that Econsultancy’s award-winning research team produced in 2013.

The publications cover a broad range of topics including mobile, user experience, marketing budgets, personalisation, email, SEO, cross-channel marketing, conversion rate optimisation and content management.

So put the kettle on, sit back, and improve your mind with these intriguing digital marketing and ecommerce statistics...

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Personalisation: how do companies find the right balance?

Tapping the Google Play Store icon on my phone earlier this week I was faced with a horrifying sight. Sat staring at me in the ‘Recommended for You’ section was the official Tottenham Hotspur app.

It’s lucky Google isn’t in charge of selecting my Christmas presents. As a man sporting a (tasteful-ish) Arsenal tattoo, I’m on the verge of suing for slander.

The personalisation of the web has taken great strides, with big data helping to draw detailed pictures of who you are based on where you’ve been, but how do companies find the right balance between trying to deliver based on what they know, and what they assume?

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Seven ways you can become a real-time retailer

Real-time retailing means being able to detect, understand, communicate with and serve your customers at every point in the purchase lifecycle.

So how can online retailers react responsively to customer needs when they visit their websites?

Here are my seven top tips for how you can become a real-time retailer today.

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