Customer data can be categorised into four groups for segmenting customers: geographic, demographic, psychographic and behavioural. Each of these can be layered to create meaningful subgroups for more targeted email content. This chapter looks at these four categories in detail. Figure 1: Data types for segmentation Source: Econsultancy Segmentation with geographic data Geographic segmentation is […]
The skills needed to thrive in the marketing world are ever evolving. As a result, it’s not unusual for marketing teams to face skills gaps in areas where teams aren’t experienced or qualified in the disciplines needed to perform their role effectively. What’s concerning is that, according to findings from the Marketing Week Career & […]
Knowing how to use key performance indicators (KPIs) and metrics effectively is critical to a good measurement strategy. This chapter explores some of the factors that should guide the selection of metrics, and other aspects of campaign measurement. Measuring email campaigns Conversions are often referred to as ‘goals’ to include the breadth of different outcomes […]
The ability to be agile requires organisations to make strategic, operational and cultural changes. This chapter provides a guide to overcoming some of the most common barriers to agility, and how to make space for innovation within an organisation. Understanding barriers to agility The introduction and scaling of agile ways of working is its own […]
There are several key principles that underpin agility in marketing, ecommerce and innovation. This chapter provides an overview of those and how to apply them in an organisation. Principles and Practice In the original Agile Manifesto, there were 12 key principles that underpinned the four overarching values which when combined, captured the essence of Agile […]
In the context of rapidly changing environments, many marketing teams are seeking to augment existing capability with much greater levels of adaptability, responsiveness and customer centricity. The chapter outlines where the opportunities to apply agile methods are, plus key considerations for structuring and resourcing teams. What is agile marketing? Building on an original definition of […]
Organisations that understand the need to be agile and innovative have a significant advantage over their competitors for reasons that will become clear in this chapter. This section of the research explores what it means to be agile and innovative, and some of the key enablers of success. Rapid change and the need for greater […]
This research is designed to provide marketers and innovation practitioners with practical guidance and advice on how to apply key principles and behaviours that sit at the heart of agile ways of working in order to support innovation and experimentation as well as greater organisational and team agility. With societal, market, competitive and customer contexts […]
Google has announced its first core update of 2024: the March Core Update, which it calls “an evolution in how we identify the helpfulness of content”. This will be accompanied by a spam update taking aim at persistent forms of spam that Google wants to eliminate. The core updates are designed to “surface the most […]
One of the biggest names in email marketing is Mailchimp, which grew so rapidly in the noughties and 2010s thanks to its commitment to designing for smaller businesses. Those early days of digital may seem a distant memory, but email is still the cornerstone of many a marketing department. We caught up with Jim Rudall, […]
This research highlights the numerous ways data and technology can enhance B2B digital transformation. Equally importantly, though, are the people and teams responsible for making it happen. People and skills The importance of considering the human capability side of transformation and innovation projects was emphasised by many of the experts interviewed for Econsultancy’s Future of […]
The more a company knows about their customers or prospects, the better they can serve them and the more relevant the experience and communications can be. Data is key to gaining deeper client insights and using those insights to develop a better and more personalised experience. Data’s role in digital transformation Companies need to be […]