segmentation – Econsultancy

How to think strategically about email personalisation

Consumers receive marketing information on a plethora of channels, with email remaining one of the most effective. It is the most highly ranked marketing channel for return on investment, with three in four marketers rating it as either ‘excellent’ or ‘good’.

With 80% of consumers being more likely to make a purchase from a retailer that tailors offers to their preferences, retail marketers should focus on personalizing email communications to further increase ecommerce revenue and customer loyalty.

Blog Facebook

Brexit has shown the power of segmentation & targeting in the age of Facebook

Before Facebook arrived, the ability to target very specific segments was incredibly difficult.

For example, if you had wanted to target all mums with a two-year-old child in the UK, you would be looking at some daytime TV, weekly magazines, and outdoor in specific nappy valleys.

Blog Behavioural targeting

Six big retargeting mistakes marketers should avoid

Retargeting can be an incredibly powerful weapon in the digital marketer’s arsenal. For some marketers, it consistently produces one of the highest ROIs of all digital campaigns.

But even so, many marketers make mistakes that can reduce the efficacy of their retargeting campaigns. Here is a look at six of the biggest.

Blog Email and eCRM

The seven stages of smart ecommerce marketing

As Toys ‘R’ Us files for bankruptcy protection in the US and Canada, we’re again reminded of the brutal (and overcrowded) market retailers today operate in. The 69-year-old toyshop cited “unrelenting competition from ecommerce and big box retailers” as just one of the reasons for its insolvency.

Blog Email and eCRM

Five advanced data and segmentation tactics for marketing and sales

These days, the marketing department is responsible for more and more of the sales funnel. It is no longer acceptable for marketing to pass along just any lead or contact.

Sales wants leads to be pre-qualified and “as hot as lava”. What were once the exclusive funnel stages for sales are now a shared responsibility, due to the increased use of marketing automation.

Blog Digital Strategy

Four things to consider before marketing on a new digital channel

Marketers face the challenge of a constantly changing media landscape.

According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.

Blog Attribution

Five essential ingredients for digital marketing success

The world of digital marketing is so vast that marketers find it difficult to prioritise.

There are so many channels, platforms, and ways to engage customers that it can be tough to know where they should be spending their time.

Blog Attribution

How to combine attribution and segmentation data to achieve marketing success

Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.

This is crucial information in a world where paths to conversion are so complex.

Blog Advertising

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.

Blog Data and Analytics

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.

Blog Advertising

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.

Blog Advertising

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.