In addition to the quality of creative and ability to understand its value, there are other key drivers that can help to influence campaign effectiveness. This chapter evaluates the importance of targeting approaches and how marketers can navigate targeting without having to rely on third-party cookies as access to them continues to decline. Targeting and […]
While third-party cookies will currently continue to exist, the reality is that a big proportion of the open web cannot be addressed by third-party cookies. In light of this, marketers are urged to pursue other ways of targeting and measuring to prepare for a low-cookie world. This chapter explores different data types and collection methods, […]
How digital marketing is measured is currently in a state of great flux. This is due to widespread regulatory and technical changes that have restricted the data that is available to the digital advertising industry, leading to the decline of third-party data from browsers and device manufacturers. This data has been important for both measuring […]
Being able to measure how well a company’s marketing is performing is essential in order to understand the impact campaigns are having towards meeting the goals of the business and in driving growth and profitability. It also enables an organisation to identify where opportunities exist to make changes and optimise budgets. For the purposes of […]
Creating compelling digital B2B experiences requires a deep understanding of customers. This includes understanding the end-to-end customer journey, the pain points and where digital can support the process. The digital customer experience Research from Wunderman Thompson revealed that more than half (52%) of firms experience frustration with online B2B buying and, as a result, over […]
It can be tempting for ecommerce teams to focus on metrics that are immediately identifiable as important, such as conversion rate. Yet it is important that teams recognise the role that each stage in the journey has in contributing towards not only conversion, but overall revenues and profit. This chapter outlines the most important metrics […]
Generating demand in ecommerce starts with an understanding of the customer – who they are, their behaviours and desires – as well as the journey they are likely to take. Creating segmentations and personas is a good first step to developing this understanding. This chapter looks at the different ways customers can be segmented, examples […]
Customer experience touches all parts of the organisation, but who in the business should take ownership of the strategy? This chapter considers who should own CX, as well as the importance of horizontal collaboration. Who owns CX? There is no one approach to allocating ownership for CX within the organisation. The trend towards more organisations […]
Great customer experiences are underpinned by the right data and tech stack. This chapter outlines the data and technology setup required to enable them. Data and technology setup to support CX Using a customer data platform (CDP) can transform the ability of organisations to derive value from data in implementing CX strategy. The CDP Institute […]
With customers interacting with brands through a variety of touchpoints, both digital and offline, the need to provide seamless omnichannel experiences has never been more important. This chapter outlines the contributors to great omnichannel experiences. What is a great omnichannel experience? The focus on omnichannel CX has never been greater. According to data from PWC, […]
Understanding the customer – what they seek, how they feel, their pain points – is crucial for the success of any CX strategy. This chapter covers how organisations can use segmentation, customer personas and customer journey mapping to get to know their audiences. Using segmentation and personas Adept use of customer segmentation helps to focus […]
Brands seeking to remain competitive in rapidly evolving markets must put the customer at the heart of their strategy. This chapter defines customer experience, outlines what great customer experiences look like and runs through the critical elements of a CX strategy. What CX means The origins of customer experience can be traced back to Gilmore […]