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Posts tagged with Segmentation

ai

15 examples of artificial intelligence in marketing

Artificial intelligence (see the Wikipedia definition), specifically machine learning, is an increasingly integral part of many industries, including marketing.

Here are a whole bunch of case studies and use cases, as a complete primer for AI in our industry.

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Four display advertising trends in APAC

In 2015, many marketers have been thinking about how display advertising now fits into the marketing mix.  

With so many other options available and with how confusing the display landscape has become with programmatic ad buying, it's not surprising that many people are now wondering just what their display strategy should be.

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Five tips for reducing mobile app churn

Despite the rampant competition in the popular app stores, many companies continue to invest heavily in developing mobile apps.

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Seven Google Analytics tips for beginners

Even the smallest of organisations are using web analytics to improve their business, and Google Analytics is one of the most popular tools available today.

Google Analytics might be free, but it's a robust tool that can meet the needs of many businesses large and small.

So where should beginners start? Here are seven tips.

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With so much data, why do brands still talk about broad segments like Millennials and Baby Boomers?

Thanks to technology and the internet, marketers have access to more data than ever about consumers and their customers and it's widely accepted that data holds the key to customer-centric marketing.

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Four stats to help benchmark your email marketing strategy

How advanced are your email marketing activities?

It can be difficult to know how far ahead or behind your organisation is from the industry standard, as it is often extremely difficult to completely figure out the inner workings of other companies.

And even if that is possible, who has time to do all that?

However, thanks to the 2015 Email Marketing Industry Census, produced in association with Adestra, an insight into the amount and type of email marketing carried out by organisations is now available.

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How digital transformation improved Marie Curie’s marketing strategy

Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online. 

To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.

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How Northern & Shell harnessed user data to build a single customer view

Northern & Shell is one of the UK’s biggest publishers, owning titles including the Daily Express, Daily Star, OK!, New! and Star.

Until May this year it also operated three TV stations: Channel 5, 5* and 5USA.

So at a time when publishers are struggling to adapt to the new digital world, it’s worth taking note of the way in which N&S is attempting to monetise the massive amount of user data it collects.

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Ann Summers and the pursuit of personalisation

With 1.5m unique visitors and 30m page impressions a month Ann Summers’ multichannel strategy is a very effective one.

In fact Ann Summers commands and impressive 98% brand recognition. This is in no doubt helped by the fact that it’s the only erotic retailer to have a major high street presence. 

75p of every erotic retailer pound is spent with Ann Summers. The brand has also recently introduced international access through its eBay store and has implemented click and collect with 1,754 orders taken in the first day.

To further bolster its online success Anne Summers wanted to improve the way it personalised the experience for its customers, by adopting a more data driven strategy.

Lets take a look at some of the highlights from a talk given by Ann Summers’ head of ecommerce Matthew Gratze at our two day Festival of Marketing event.

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exchange rate agile creative in email

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.

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Website segments for personalisation

The website segmentation and personalisation game

On Monday 12th May at our Marketing Automation Forum, the last session of the day involved all tables (each a mix of job roles from many different sectors) battling it out in our website segmentation/personalisation game.

By this time the audience was already warmed up by some great sessions including one from Econsultancy’s very own Heather Hopkins on “The changing market place - marketing automation means more than just email”. 

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crystal ball

Predictive analytics, machine learning and the future of personalization

Predictive analytics has been around for a while, as has machine learning, but it's only now with the profusion of cloud-based software in marketing that this form of data analysis has started to take off. 

AgilOne is a US company, launched 2012, now branching into the UK, that provides predictive analytics software. I spoke to CMO Dominique Levin to find out more about this technology.

Is it powerful enough to make one-to-one marketing a possibility and not a fallacy?

3 comments