tag:econsultancy.com,2008:/topics/personalisation Latest Personalisation content from Econsultancy 2018-06-21T15:49:00+01:00 tag:econsultancy.com,2008:BlogPost/70113 2018-06-21T15:49:00+01:00 2018-06-21T15:49:00+01:00 Four trends driving conversion rate optimisation (CRO) Jeff Rajeck <p>Because of its importance, Econsultancy has covered CRO extensively over the past few years (with articles from practitioners such as <a href="https://econsultancy.com/blog/authors/paul-rouke/">Paul Rouke</a>) and has <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">published an annual survey and report</a> in assocation with RedEye on the state of the art.</p> <p>Yet as technology develops and customer expectations grow, CRO techniques change as well. So what are the trends which are driving CRO in 2018?</p> <p>To find out, Econsultancy recently held an event in Sydney in association with <a href="https://magento.com/">Magento </a>and <a href="https://ewave.com/">eWave</a> and we asked dozens of client-side marketers to give us an update on how CRO is changing.</p> <p>Table moderators Jake Hird, Consulting Lead (ANZ, SapientRazorfish), Paul-Henri Boudet, Ecommerce Marketing Consultant, and Peter Lines, Digital Director (DBZ) led the discussions, highlights of which are summarized below.</p> <p>For those interested in CRO, Econsultancy will be hosting roundtable discussions on the topic in <a href="https://econsultancy.com/events/the-future-of-ecommerce-engaging-today-s-channel-less-customer-bangkok/">Bangkok on July 10th</a> and in <a href="https://econsultancy.com/events/the-future-of-ecommerce-engaging-today-s-channel-less-customer-mumbai/">Mumbai on July 12th</a>.  Senior client-side marketer interested in joining at these locations should click on the appropriate link and request a seat at the table!</p> <h3>1) CRO practitioners have an expanded role</h3> <p>Some attendees felt that CRO was going 'back to basics' and they were spending their time re-examining standard ecommerce site components such as product titles, content descriptions, and buttons. Others, however, said that because of a trend toward website personalisation, CRO specialists needed to work on optimising the overall customer experience, as well.</p> <p>Supporting this view, several participants indicated that, at their organisations, transactions are no longer the only event considered a conversion because immediate results are 'not necessarily an indicator of long-term value.'</p> <p>As a result, CRO techniques are now being used to optimize 'points of engagement' on websites as well as what is traditionally thought of as a conversion.</p> <p><img src="https://assets.econsultancy.com/images/0009/5581/CRO-1.jpg" alt="" width="800" height="533"></p> <h3>2) Data requirements are increasing</h3> <p>One participant described CRO specialists as 'detectives' looking for issues and solutions. Because of this designation, CRO practitioners now need all available customer data to do their job. This includes 1st and 3rd party data as well as customer and industry benchmarks which help them learn from other industries and organisations.</p> <p>Yet CRO specialists still have a specific job to do, another noted, and that is to improve business results on their website. Doing so remains difficult as few companies have the data necessary for a single view of the customer.</p> <p>The main reason why obtaining a single-customer view is still a challenge is that customer data is siloed because of</p> <ul> <li> <strong>Conversion channels</strong> - Marketers lack solutions to sync offline with online data </li> <li> <strong>Technology</strong> - CRO specialists cannot find the right vendor to solve all the business use cases</li> <li> <strong>Business units</strong> - Marketing, customer service and ecommerce teams all have customer data but it isn't always shared with those tasked with CRO.</li> </ul> <p>Attendees were hopeful that artificial intelligence (AI) solutions may eventually help CRO practitioners join up and make sense of the complicated, cross-channel data necessary to do their job.</p> <p><img src="https://assets.econsultancy.com/images/0009/5582/CRO-2.jpg" alt="" width="800" height="534"></p> <h3>3) Attribution is still a major problem</h3> <p>Attributing a conversion to marketing channels is a key requirement of CRO, yet most attendees indicated that they were still struggling in this area.</p> <p>Some, who work for pure-play ecommerce companies, indicated that they were making progress with attribution modeling. Others, such as those from omnichannel retailers, said that attribution has become political at their organisations and, as a result, there were different KPIs for online and offline channels.</p> <p>For those focusing on online conversion, last click attribution is still the most widely-used model but attendees agreed that it is not ideal. One participant pointed out that CRO specialists are aware of the limitations of the model (i.e. that it doesn't take into account any of the previous consumer touchpoints), but they are still not sure how to address the issue. </p> <p>B2B marketers indicated that they face additional challenges as they have less data to work with than B2C marketers and that they often suffered from inaccurate data for real-world customer interactions (e.g. sales reps have multiple meetings with one prospect and not properly recording the interactions).</p> <p><img src="https://assets.econsultancy.com/images/0009/5583/CRO-3.jpg" alt="" width="800" height="533"></p> <h3>4) Testing is gaining traction</h3> <p>Participants said that optimising using A/B testing was now very-well understood among CRO practitioners and that it is being used extensively. One outstanding issue, though, is that A/B tests are not always conclusive as the performance of the 'B' variation is often similar to the original 'A'.</p> <p>Others pointed out that their companies lack a unified testing methodology across the business. This has reduced the amount of time, resources and budget allocated for A/B tests and impacted their ability to optimize across the site.</p> <p>Attendees agreed, though, that there have been positive changes at companies with regards to CRO. They indicated that a 'test and learn' approach is now a fundamental part of ecommerce and said that the next step is to extend the optimisation mindset across the rest of the business.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank the event sponsors,  <a href="https://magento.com/">Magento </a>and <a href="https://ewave.com/">eWave</a>, our table moderators, Jake Hird, Consulting Lead (ANZ, SapientRazorfish), Paul-Henri Boudet, Ecommerce Marketing Consultant, and Peter Lines, Digital Director (DBZ) for helping with the discussions and the marketers who provided valuable insights into the current state of conversion rate optimisation.</p> <p>We hope to see you all at future Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0009/5584/CRO-4.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/70008 2018-05-24T12:00:00+01:00 2018-05-24T12:00:00+01:00 The seven principles of intelligent personalisation Cara Wilson <p>Convinced by the merits of this approach, other brands may try to emulate it. But how many do so successfully? A recent <a href="https://www.pure360.com/webinar/beyond-the-basics-why-customers-are-demanding-next-level-personalisation/">study</a> we conducted at Pure360 suggests the tactics commonly used to implement personalisation may be too basic to improve results.  </p> <p>In this article, we assess the current state of personalisation and discuss seven key principles that you can use to build a smarter strategy.</p> <h3>Basic personalisation fails to engage</h3> <p>When it comes to implementing personalisation, many brands still rely on basic tactics. But the following results suggest this is failing to make an impact with consumers. Our study shows that:</p> <ul> <li>Only 8% of consumers are encouraged to engage with a retail brand because of digital marketing that addresses them by their first name – so if a brand were to personalise an email with someone’s name (as many brands do) this alone wouldn’t be enough to encourage them to read or take action from it. </li> <li>Only 7% are likely to engage with a birthday themed email – again, this suggests that a brand’s knowledge of someone’s personal information isn’t enough to motivate the reader to take action. </li> </ul> <p>However:</p> <ul> <li>50% of consumers are likely to engage with a brand when they receive an interesting offer.</li> </ul> <p>In summary, this study emphasises a marketing fundamental: relevance is key. Addressing someone by their first name may appear personal but if the accompanying message doesn’t address the customer’s needs then it’ll fail to do its job. Brands who keep their customers at the heart of everything they do will be far more successful. </p> <p>So how can brands build their personalisation strategy from here?</p> <h3>Intelligent personalisation should be a business priority</h3> <p>Firstly, it’s important to review the business case for next-level personalisation. Your business should make it a priority because it can:</p> <ul> <li> <strong>Increase conversion rates:</strong> According to Econsultancy's <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">Conversion Rate Optimisation Report</a> in 2017, 93% of companies see an uplift in conversion rates using personalisation. Contextually relevant marketing messages makes it more likely that people will buy from you.</li> <li> <strong>Increase average order value:</strong> Cross and upselling increases how much people spend in each transaction. Back in 2013, online retailer, Notonthehighstreet.com boosted its average order value by <a href="https://internetretailing.net/themes/themes/notonthehighstreetcom-boosts-average-order-value-by-a-third-through-personalised-recommendations-10615">almost a third</a> after introducing personalised recommendations.</li> <li> <strong>Increase customer lifetime value:</strong> Personalisation can improve customer experience and entice customers to spend more at each stage of their journey. In <a href="https://econsultancy.com/blog/64724-15-ways-for-companies-to-increase-customer-lifetime-value">a 2014 survey</a>, Econsultancy found 64% of companies rated customer experience as the best tactic for improving customer lifetime value, followed by better use of data and personalisation.</li> <li> <strong>Improve marketing ROI:</strong> Personalising marketing on each channel can increase the chance of conversion when customers reach your website, delivering better cross-channel ROI. According to <a href="https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/marketings-holy-grail-digital-personalization-at-scale">McKinsey</a>, personalisation can increase the efficiency of marketing spend by 10–30%.</li> </ul> <p>Personalisation is an investment in creating better customer experiences. Keeping this at the forefront of activity will ensure brands are delivering real value to customers. It just so happens that increased revenue is a by-product of this activity. </p> <p><img src="https://assets.econsultancy.com/images/resized/0009/4516/personalisation-blog-flyer.png" alt="personalisation" width="470" height="235"></p> <h3>What makes personalisation intelligent?</h3> <p>Here are seven principles that underpin a successful personalisation strategy:</p> <h3>1. A seamless experience </h3> <p>Modern customer journeys are rarely linear. To ensure personalisation enhances (rather than disrupts) these journeys, it must work across devices and channels. It can’t sit in silos.   </p> <p>To build a seamless experience, your strategy needs to be:</p> <ul> <li> <strong>Cross device:</strong> Consider how you will personalise across every device your customers may be using in their daily lives.</li> <li> <strong>Cross channel:</strong> Reflect consistent messaging across channels, so there are no disconnects as people move between them.</li> <li> <strong>Physical and digital:</strong> Seamless online personalisation needs to account for in-store transactions too. Having access to this data means you’ll be able to avoid pitfalls like marketing a product to someone who was looking at it via your website but then purchased it in store.  </li> </ul> <h3>2. Contextual relevance</h3> <p>To personalise in a way that is relevant, you need to understand the context of your products and how this fits with the context of your customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Dear Amazon, I bought a toilet seat because I needed one. Necessity, not desire. I do not collect them. I am not a toilet seat addict. No matter how temptingly you email me, I'm not going to think, oh go on then, just one more toilet seat, I'll treat myself.</p> — Jac Rayner (@GirlFromBlupo) <a href="https://twitter.com/GirlFromBlupo/status/982156453396996096?ref_src=twsrc%5Etfw">April 6, 2018</a> </blockquote> <p><em>Even Amazon doesn't always get it right</em></p> <p>Customer context includes:</p> <ul> <li> <strong>Demographics:</strong> Understanding basic demographics will determine who has a need or desire for certain products or messaging.</li> <li> <strong>Location:</strong> Geographic location can affect which offers are relevant. </li> <li> <strong>Commuting, working, relaxing:</strong> What a person is doing right now affects their mindset and what they’re looking to buy.</li> <li> <strong>Time of day, day of week:</strong> This helps you frame messaging. A “Friday feeling” is quite different from the “Monday blues”. </li> <li> <strong>Season:</strong> Weather and time of the year can greatly impact buying behaviour.</li> <li> <strong>Customer journey position:</strong> What you offer a first-time buyer may be very different from a repeat purchaser. </li> <li> <strong>Satisfaction:</strong> If someone has made a negative review recently your tone of voice should be humble and you’ll want to think about the regularity of marketing communications.</li> </ul> <p>The context of your products or service includes: </p> <ul> <li> <strong>Motivation:</strong> Is this a product someone buys out of desire or necessity?</li> <li> <strong>Price:</strong> If you sell high-ticket items, for example, how often can you share this message with your target audience? Do they have the money to make regular purchases? </li> <li> <strong>Frequency of purchase:</strong> Promoting a product every month that only gets bought once every few years is misspent effort.</li> <li> <strong>How they are used:</strong> Think about the role your product or service plays in people’s lives as this will be key to how often they want to hear about it. </li> <li> <strong>Likelihood of repeat purchase:</strong> If something was bought as a gift it might not be bought more than once. But if it’s something that needs replenishing such as pet food, consider when to target them again to encourage a repeat purchase. </li> </ul> <h3>3. Behavioural based personas</h3> <p>Rather than targeting people based on demographic personas, consider how people behave and what this tells you about what might engage them.</p> <p>Demographic personas consider things like age, gender or marital status. These qualities are static and may not always influence how people buy, or why they buy. Behavioural personas are richer and more meaningful. They tell you who does what, when they do it, and why. </p> <p>Understanding this gives you clues as to what might drive them to conversion. This allows you to create conversion strategies that target each behavioural-based persona.  </p> <p>Behavioural factors these personas could be built on include:</p> <ul> <li>customer journey stage</li> <li>customer lifetime value</li> <li>frequency of purchase</li> <li>satisfaction</li> <li>marketing engagement</li> <li>price sensitivity</li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/4613/behavioural_based_personas.png" alt="behavioural based personas" width="498" height="259"> </p> <p><em>Behavioural based personas</em> </p> <h3>4. Real-time messaging</h3> <p>If you’re not personalising in real-time, you probably aren’t personalising. Personalisation should enable your brand to react in a split second—as if you were talking to a customer face to face. </p> <p>To get this right you need personalisation technology that can understand, react to, and optimise customer journeys in real-time. It does this by observing real-time behaviour, considering historic behaviour, and drawing on the wisdom of the crowd. This enables it to deliver up the right message, offer, or experience at the right time.</p> <p>So as an example scenario we have an online customer who is looking at shoes after purchasing a formal dress. The technology will determine which third product is most frequently bought with formal dresses and shoes so it can cross-sell it to the customer when they check out.</p> <h3>5. Dynamic content</h3> <p>Closely connected to the point above, intelligent personalisation needs to be dynamic. Machine learning decides what the best content for each customer is based on:</p> <ul> <li>purchase history</li> <li>preferences </li> <li>demographics</li> <li>browsing and buying behaviour</li> <li>customer lifecycle</li> </ul> <p>This makes one-to-one marketing a reality. For example, if someone was a frequent purchaser, the best content to insert dynamically might be product recommendations. Whereas if they were yet to make a purchase, it might be a discount.</p> <p>Next-level dynamic personalisation could even incorporate elements like the weather. Weather-based personalisation is super relevant and can drive people to browse and buy weather-appropriate products.</p> <p><img src="https://assets.econsultancy.com/images/0009/4614/very_weather.jpg" alt="very website" width="615"> </p> <p><em>Weather-based personalisation via Very</em></p> <h3>6. Think 'how' not just 'what' </h3> <p>Intelligent personalisation does not just consider what to personalise, but how to personalise it. For example, Netflix has started to personalise the artwork used to promote programmes based on people’s viewing tastes. So if you watch a lot of romance, the artwork you see when Good Will Hunting is promoted will be much more couple oriented than if you were into comedy.</p> <p>We can look to travel for another example. If you were selling cheap flights to Orlando to a family, you would use very different imagery than if you were selling them to an older, childless couple who are looking for a romantic getaway.  </p> <h3>7. Be invisible </h3> <p>Having the technology to implement intelligent personalisation sometimes tempts marketers to show off each and every way they can track users around the web. This is not the aim. To avoid creeping your customers out, ensure that your personalisation is not noticeable. It should be an integral (but invisible) part of the customer experience.</p> <p>The best personalisation is that which enhances the customer experience without customers actually questioning how or why. Your tactics should go unnoticed and create an experience that feels effortless. Keep your eyes on the goal of adding value to your customers and making their lives easier. Increased revenue should naturally flow from this.</p> <h3>Takeaway</h3> <p>Basic personalisation tactics are no longer enough to engage customers.  Advanced personalisation is the best way to predict and shape customer behaviour and it is possible for all brands. </p> <p>Following the seven principles of intelligent personalisation and looking at the data you’re already sitting on will help you take your strategy to the next-level. From here, ensure your goal is based on improving customer experience and you’ll see increased profits as a natural by-product.</p> <p><a style="color: #2976b2;" href="https://econsultancy.com/reports/ecommerce" target="_self"><em><img src="https://assets.econsultancy.com/images/0009/3439/Ecommerce_Best_Practice_Widget.png" alt="ecommerce best practice guide (subscriber only)" width="615" height="243"></em></a></p> tag:econsultancy.com,2008:BlogPost/70038 2018-05-18T13:52:02+01:00 2018-05-18T13:52:02+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Tweets of more than 140 characters generate greater attention</h3> <p style="font-weight: 400;">According to <a href="https://www.theeword.co.uk/blog/short-and-sweet-or-bigger-and-better-a-study-into-tweet-length" target="_blank">new research</a> by theEword, longer tweets could lead to greater attention from users.</p> <p style="font-weight: 400;">In contrast to the belief that brevity is the key to engagement, the study – which used eye-tracking technology to gauge attention – found that mobile users of Twitter linger for an extra 0.5 seconds if a tweet contains over 140 characters. Similarly, people can spend up to 0.7 seconds longer on tweets if it also contains an image.</p> <p style="font-weight: 400;">Despite this news, the report states that there are still far fewer long-form tweets published on Twitter overall, with the majority of users under the (wrong?) impression that shorter is better.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/4569/tweet_stats.png" alt="longer tweets get greater user attention" width="780" height="390"></p> <p style="font-weight: 400;"><strong>More on tweet length:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69575-how-marketers-can-benefit-from-twitter-s-new-280-character-format" target="_blank">How marketers can benefit from Twitter’s new 280 character format</a></li> <li><a href="https://econsultancy.com/blog/69451-twitter-is-testing-longer-tweets-the-pros-and-cons" target="_blank">Twitter is testing longer tweets: The pros and cons</a></li> </ul> <h3>Digital advertising predicted to account for 35% of total luxury adspend by 2019</h3> <p>Zenith’s latest report <a href="https://www.zenithmedia.com/hospitality-leads-digital-transformation-of-luxury-category/" target="_blank">predicts</a> that digital advertising will account for 35% of total luxury adspend by 2019. </p> <p>This is largely driven by hospitality brands, as 50% of luxury hospitality advertising will be digital this year - up from 47% in 2017.</p> <p>Elsewhere, Zenith predicts that luxury automobile brands will spend 39% of their ad budgets on digital advertising in 2018, watch &amp; jewellery brands will spend 28%, while fashion &amp; accessory brands will spend just 13%.</p> <p>Lastly, with digital advertising now responsible for almost all the growth in luxury adspend, Zenith has forecast luxury advertising in digital media to grow by $886 million between 2017 and 2019.</p> <p><strong>More on luxury brands:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> <li><a href="https://www.econsultancy.com/blog/69942-why-chanel-is-the-most-influential-luxury-brand-on-social" target="_blank">Why Chanel is the most influential luxury brand on social</a></li> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> </ul> <h3>Social power of English premiership footballers greater than clubs</h3> <p>Ahead of the FA Cup final, Pitchside has revealed that individual players are becoming much more powerful brands than the clubs they play for.</p> <p><a href="https://www.pitchside.agency/" target="_blank">In a study</a> of 400 players from the Premier League, the social power of players was found to be an average of 2.38x stronger than their respective clubs.</p> <p>On Instagram, the top 20 Premier League footballers share a combined total of 175m followers - almost three times as many as the top 20 clubs, who share 62.6m.</p> <p>Instagram is clearly the place to be, as the platform continues to draw players away from other social media channels. Just 59% of players now have an official Facebook presence versus 91% on Instagram. Meanwhile, Instagram accounts for over 50% of the total follower base of the younger players, compared with only 38% across all the Premier League players.</p> <p><a href="https://econsultancy.com/admin/blog_posts/new/social%20power%20comparison"><img src="https://assets.econsultancy.com/images/0009/4563/Pitchside.JPG" alt="top prem players on social media list" width="364" height="556"></a></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/70002-six-of-the-best-footballers-on-social-media" target="_blank">Six of the best footballers on social media</a></li> <li><a href="https://econsultancy.com/blog/69532-tottenham-hotspur-put-focus-on-user-generated-content-to-boost-ecommerce-sales" target="_blank">Tottenham Hotspur put focus on user-generated content to boost ecommerce sales</a></li> <li><a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study" target="_blank">How Premier League club websites are changing: A Swansea and Stoke case study</a></li> </ul> <h3>Retailers losing out due to poor digital marketing</h3> <p>A new r<a href="https://www.dotmailer.com/hitting-the-mark/" target="_blank">eport by Dotmailer</a> – which involves the analysis of 100 retail brands across six sectors in the UK, US, and APAC - has revealed that businesses of all sizes are missing out on potential sales returns, as well as the opportunity to build longer-lasting relationships with customers. </p> <p>It appears this is largely due to failure to implement simple steps in the customer journey. 66% of retailers analysed failed to use any form of audience segmentation, and 56% failed to send abandoned cart emails. Meanwhile, 53% of brands failed to send an aftersales review email, and the average post-purchase evaluation score was 39% for all retail brands, highlighting an overall lacklustre experience.</p> <p>When it comes to data, nine in ten brands scored a meagre 13% for personalisation, and retail brands scored an average of 31% in using customer-behaviour data to drive their strategy.</p> <p>It’s not all doom and gloom, however, as 42% of brands scored 100% for UX - a clear indication that retailers have somewhat refined the user experience. See the study’s top 10 retail brands for email marketing and customer experience below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4564/dotmailer.JPG" alt="top 10 brands for email and CX" width="308" height="420"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69936-how-to-start-turning-data-into-customer-experience-insight" target="_blank">How to start turning data into customer experience insight</a></li> <li><a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales" target="_blank">Five advanced data and segmentation tactics for marketing and sales</a></li> </ul> <h3>‘Royal wedding’ sees 188% increase in search interest</h3> <p>New <a href="http://www.hitwise.com/gb/blog/2018/05/uks-top-royal-wedding-searches/?bis_prd=1" target="_blank">search data from Hitwise</a> suggests that excitement about the Royal wedding is reaching fever pitch ahead of the big day this Saturday.</p> <p>In the past four weeks, there has been a 188% increase in searches for ‘royal wedding street parties’, with this being led by Brits in the East of England, predominately women (67% of which are aged 55 and over).</p> <p>The data further reveals 54% of search traffic around the royal wedding is heading to news and media outlets, but another 15% is driving searches to retail sites. In fact, terms with ‘royal wedding’ were searched for nearly 80,000 times on Amazon since the start of May.</p> <p>Meanwhile, research by MyVoucherCodes predicts that Brits are set to splash out £225m in celebration. Based on a survey of over 2,000 UK adults, London was found to be the most patriotic region, with the city predicted to fork out a collective £106 million on food, drink, and other memorabilia. Scotland was found to be the second most patriotic region, ready to spend £29 million.</p> <p><strong>More on search:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69735-what-google-s-memory-loss-means-for-content-and-seo-strategy" target="_blank">What Google's memory loss means for content and SEO strategy</a></li> <li><a href="https://www.econsultancy.com/blog/69770-five-tips-for-an-evergreen-seo-strategy" target="_blank">Five tips for an evergreen SEO strategy</a></li> </ul> <h3>Vodafone UK most quick to respond to social customer queries</h3> <p><a href="https://www.quintly.com/blog/uk-brands-on-social-media-report" target="_blank">Quintly’s latest report</a> delves into how the UK’s 20 most valuable brands use social media. To do so, it looked at key metrics including follower performance, engagement, and customer service.</p> <p>In terms of the brands that won and lost followers last year, Quintly says Burberry received the highest amount of new followers among all analysed brands on Instagram and Twitter, gaining 2,222,693 and 1,084,240 respectively. However, on Facebook, Marks &amp; Spencer performed remarkably, gaining 463,088 followers in 2017.</p> <p>On the other end of the spectrum is Shell, which lost over 400,000 fans in a single day on 4th April 2017. There was no scandal that could have caused this, so insight suggests that this was due to relocating followers away from a global page to a newly-created regional page. This is backed up by Shell’s high interaction rate. In March, May and December 2017, it received the most interactions, with over 4.4 million on Facebook.</p> <p>When it comes to customer service, Vodafone UK performed the best, answering 3,374 out of the 18,996 questions they received in less than two hours. Three UK comes in second, answering almost 2,841 user requests in under two hours, followed by Sainsbury’s which answered 2,616 questions quickly.</p> <p><img src="https://assets.econsultancy.com/images/0009/4565/FB_interactions.JPG" alt="brand facebook interactions" width="780" height="255"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69976-what-facebook-and-instagram-s-big-api-changes-could-mean-for-brands" target="_blank">What Facebook and Instagram's big API changes could mean for brands</a></li> <li><a href="https://www.econsultancy.com/blog/69792-how-lego-uses-instagram-to-inspire-fans-of-all-ages" target="_blank">How Lego uses Instagram to inspire fans of all ages</a></li> <li><a href="https://www.econsultancy.com/blog/69974-six-mistakes-social-customer-service-teams-should-avoid" target="_blank">Six mistakes social customer service teams should avoid</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70016 2018-05-11T14:43:33+01:00 2018-05-11T14:43:33+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Let's get to it.</p> <h3>18% of ecommerce backlinks do not send users where they expect to go</h3> <p><a href="https://www.woorank.com/en/blog/ecommerce-backlinks-404" target="_blank">New research</a> by WooRank has uncovered the extent to which bad links are impacting ecommerce sites. In a study of 1,000 ecommerce sites with Alexa ranks between 150,000 and 200,000 (as well as 1,000-1,500 product pages) it found that 12.2% of backlinks sent users to a 404 page.</p> <p>Meanwhile, 4.6% of links redirected users to the site’s homepage, taking the total amount of backlinks not matching user’s expectations to 18%.</p> <p>As a consequence of these links, it is estimated that retailers could be losing $0.71 per click, based on average Google Shopping CPC. </p> <p>To help combat the issue, WooRank emphasises the importance of error pages returning a 404 status (so that it does not show up in search results), as well as not using the homepage as a redirect.</p> <p><img src="https://assets.econsultancy.com/images/0009/4366/backlinks_stat.png" alt="bad ecommerce badlinks" width="700" height="350"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69735-what-google-s-memory-loss-means-for-content-and-seo-strategy" target="_blank">What Google's memory loss means for content and SEO strategy</a></li> <li><a href="https://econsultancy.com/blog/65562-seo-considerations-for-discontinued-products-in-ecommerce" target="_blank">SEO considerations for discontinued products in ecommerce</a></li> </ul> <h3>Adidas named as the most visible online brand</h3> <p>Bandwatch's 2018 Brand Visibility report has analysed 250 million images (published on Twitter and Instagram) to identify the 100 most visible brands online.</p> <p>The two biggest global sports brands top the list - Nike and Adidas. The latter wins by a reasonable margin, however, with its logo appearing 6,664,170 per month compared to Nike’s showing up 5,134,017 times.</p> <p>Google has been named as the third most visible brand, with its image appearing 3,888,432 times per month, while Emirates comes in fourth, appearing 2,841,215.</p> <p><strong>See the top ten brands below, or check out the <a href="https://www.brandwatch.com/reports/2018-brand-visibility-report/view/" target="_blank">full list here</a>.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0009/4361/Bandwatch.JPG" alt="most visible brands online" width="645" height="562"></strong></p> <p><strong>More on Adidas &amp; Nike:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69844-why-nike-s-refreshed-product-pages-improve-cx-beat-adidas" target="_blank">Why Nike's refreshed product pages improve CX (&amp; beat Adidas)</a></li> <li><a href="https://econsultancy.com/blog/68467-nike-vs-adidas-vs-under-armour-email-signup-welcome" target="_blank">Nike vs. adidas vs. Under Armour: Email signup &amp; welcome</a></li> </ul> <h3>Building local audiences cited as location data’s most valuable use</h3> <p>A <a href="https://www.locationsciences.ai/2018/05/01/quality-vs-quantity-understanding-retailers-use-of-location-data/" target="_blank">new report</a> by Location Sciences explores the challenges and opportunities presented by location data for UK retailers.</p> <p>From a survey of 157 retail professionals, it found that accurate location-based audiences is thought to be the most valuable insight gained by location data – cited by 36% of respondents. This refers to engaged audiences around a specific location, e.g. regular cinema visitors or in-store shoppers.</p> <p>This is closely followed by footfall tracking as the data’s most valuable use, which was also cited by 28% of professionals. Interestingly, there was a big drop off in all other categories after this, including measurement of ad effectiveness, which is currently only being used by the most forward-thinking brands. </p> <p>However, the report suggests that – as confidence in the accuracy of location data grows – uses cases will expand to include this, as well as other strategies like optimisation of cross-channel media spend.</p> <p><img src="https://assets.econsultancy.com/images/0009/4360/Location_Based_Data.JPG" alt="insight from location-based data" width="780" height="422"></p> <p><strong>More on location-based data:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69912-waze-opens-up-location-based-advertising-to-smes" target="_blank">Waze opens up location-based advertising to SMEs</a></li> <li><a href="https://www.econsultancy.com/blog/69727-how-retailers-are-using-geofencing-to-improve-in-store-cx" target="_blank">How retailers are using geofencing to improve in-store CX</a></li> <li><a href="https://econsultancy.com/blog/68427-a-day-in-the-life-of-a-location-intelligence-expert" target="_blank">A day in the life of... a location intelligence expert</a></li> </ul> <h3>77% of global consumers expect to see more personalised content in future</h3> <p>The <a href="https://emea01.safelinks.protection.outlook.com/?url=https%3A%2F%2Fplus.reuters.com%2Fen%2Fnews%2Fcontentconnect2018.html&amp;data=02%7C01%7Cben.davis%40econsultancy.com%7C0570817afa7e47c9ef6508d5b598d1f9%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C1%7C636614590327948868&amp;sdata=2Wt%2Fe5TNVaaPkTY3%2B3Jv%2BEj8Au%2FYyBe8B3YJims9FLU%3D&amp;reserved=0" target="_blank">Content Connect II</a> report - based on a new global survey of 752 Reuters.com users - has revealed that there is a growing demand for personalisation in branded content.</p> <p>77% of respondents said they expect to see more personalised content in future, with 63% of agreeing that personally relevant content improves how they feel about the associated brand. Similarly, 58% see brands in a more positive light if they provide them with content that matches their individual interests.</p> <p>The research also identifies the attributes consumers consider most appealing in branded content. 64% of global consumers consider sponsored content more appealing if it is thought provoking, 58% say the same for imaginative content, while 55% do for humorous content.</p> <p>Lastly, the report highlights the importance of style and tone in branded content, revealing how specific content topics appeal to different personalities. For example, the top personality type for business and finance content is ‘ambitious’, whereas arts and culture is ‘creative’, politics is ‘outspoken’ and travel is ‘spontaneous’.</p> <p><img src="https://assets.econsultancy.com/images/0009/4359/Reuters.JPG" alt="content personality traits" width="760" height="424"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content" target="_blank">How will Snapchat's redesign affect branded content?</a></li> </ul> <p><a href="https://www.econsultancy.com/training/courses/content-marketing-web-mobile-social-media"><img src="https://assets.econsultancy.com/images/0009/4377/Content_Marketing_training.png" alt="content marketing training" width="615" height="212"></a></p> <h3>Users now almost as likely to use social to follow news as they are to keep in touch with friends</h3> <p>GlobalWebIndex’s latest <a href="https://www.globalwebindex.com/reports/social?utm_campaign=Social%20Report%20Q4%202017&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=62812195&amp;_hsenc=p2ANqtz-8SnvAjkp9XB_w41I8u8w6t_dHMwPi8b5ohfHjdFPqBw7IJIfXF7LeuuMcIQcIyx50CBS4bsgWUybqzzeNGx0Kjty702kvNT0HCKE2vnPFoow6v0ag&amp;_hsmi=62812096" target="_blank">social report</a> has revealed that the role social media plays in the lives of users has evolved. </p> <p>Now, 40% of digital consumers say they use social to follow the news, just shy of the 41% who identify social as a platform for keeping in touch with friends. This comes from a survey of 350,000 internet users aged 16 to 64.</p> <p>Interestingly, this behaviour looks to be more prevalent amongst older users, with 47% of 16 to 24 year olds saying they use social media to fill up spare time, and 45% saying they use it find funny or entertaining content.</p> <p>Lastly, the report also highlights how social media platforms are also becoming music hubs, with users of Facebook, Snapchat, Twitter and Instagram all spending longer on music streaming services per day on average than non-users.</p> <p><img src="https://assets.econsultancy.com/images/0009/4358/GWI.JPG" alt="motivations for using social media" width="635" height="542"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68522-the-impact-of-technology-and-social-media-on-the-music-industry/" target="_blank">The impact of technology and social media on the music industry</a></li> <li><a href="https://www.econsultancy.com/blog/69950-spotify-ux-vs-apple-music-ux-how-do-they-compare" target="_blank">Spotify UX vs. Apple Music UX: How do they compare?</a></li> </ul> <h3>Q1 2018 sees 66% rise in purchase growth rate on smartphones in UK compared to previous quarter</h3> <p>Criteo’s <a href="https://www.criteo.com/insights/global-commerce-review-map/" target="_blank">Q1 Global Commerce Review</a> has revealed that there has been a rapid increase in the use of smartphones for retail purchases in the UK this quarter. </p> <p>In Q1 2018, there was a 66% increase in online purchase growth rate on smartphone compared to Q4 2017, highlighting the increasing speed at which shoppers are adopting mobile as their primary platform.</p> <p>The report – which comes from the analysis of over 5,000 retailers in more than 80 countries - also states that mobile devices accounted for 54% of retail transactions in the UK, while European retailers who have a dedicated app saw mobile account for 25% more of their transactions than those who don’t. </p> <p>Meanwhile, in-app transactions have increased by 22% year-over-year globally, and in North America, the conversion rate on shopping apps is now more than three-times higher than on mobile web.</p> <p><img src="https://assets.econsultancy.com/images/0009/4365/mobile_retail.jpg" alt="smartphone purchase growth" width="600" height="400"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/68855-mobile-app-usage-grows-by-28-where-are-users-spending-their-time" target="_blank">Mobile app usage grows by 28%: Where are users spending their time?</a></li> <li><a href="https://econsultancy.com/blog/69160-mobile-conversion-rates-how-does-your-site-compare" target="_blank">Mobile retail apps are beating out mobile websites</a></li> <li><a href="https://econsultancy.com/blog/69160-mobile-conversion-rates-how-does-your-site-compare" target="_blank">Mobile conversion rates: How does your site compare?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70007 2018-05-10T13:46:25+01:00 2018-05-10T13:46:25+01:00 How banks are using big data & segmentation to lure depositors Patricio Robles <p>As detailed in this month's issue of American Banker, <a href="https://wolfstreet.com/2018/05/09/act-now-and-lock-in-these-deposit-rates-banking-cat-fight-breaks-out-like-we-havent-seen-in-over-10-years/">as reported by Wolfstreet</a>, banks aren't offering higher rates to all of their customers.</p> <p>Instead, they're using big data to segment their customers. American Banker explained:</p> <blockquote> <p>Over the past two quarters, at least two of the nation’s biggest banks – Wells Fargo and Bank of America – have tinkered with the way they set deposit rates, carving up a handful of key states into smaller markets...</p> </blockquote> <p>Some banks are getting even more sophisticated:</p> <blockquote> <p>Other banks, meanwhile, are exploring new ways to use data and analytics to adjust rates for lucrative customer segments. For instance, some are offering promotions to affluent millennials who may be tempted to open higher-yielding accounts at online banks, observers said.</p> </blockquote> <p>According to American Banker, "the moves illustrate how the industry’s biggest players are becoming more precise and tech-savvy on setting deposit rates."</p> <p>For banks, the rationale for segmenting depositors, existing and new, is simple: there are literally billions upon billions of dollars of profit at stake.</p> <p>Put simply, banks now want to grow deposits while minimizing the margins they have to sacrifice to do so.</p> <p>Since the Great Recession, when the US Federal Reserve cut interest rates to near 0%, the vast majority of Americans have been paid next to nothing – and sometimes nothing – for their deposits.</p> <h3>Inviting controversy?</h3> <p>But with interest rates rising and the Federal Reserve signaling that it will continue to hike rates in earnest despite recent volatility in the stock market, the days of banks being able to get away with this are numbered.</p> <p>Thanks to the technology and the Big Data revolution, large banks, in theory, should be more capable than ever of engaging in what is, effectively, personalized dynamic pricing for deposits. In fact, some might even be able to create a segment of one.</p> <p><a href="https://www.econsultancy.com/blog/69939-why-dynamic-pricing-is-still-as-relevant-as-ever">Dynamic pricing</a>, of course, has become increasingly common in retail and will probably be ubiquitous at some point. That, however, doesn't mean it isn't controversial and <a href="https://www.econsultancy.com/blog/69699-can-dynamic-pricing-be-a-headache-for-brands">the potential source of backlash</a>.</p> <p>While it's widely known among consumers that those who have more money tend to get better deals and service from financial institutions, for large banks, some of which are still not seen favorably thanks to <a href="https://econsultancy.com/blog/68407-the-five-things-every-company-can-learn-from-the-wells-fargo-scandal">ongoing scandals</a>, the application of Big Data and sophisticated algorithms to offer personalized rates could also produce scorn.</p> <p>After all, we're not talking about charging a customer $5 more for a product based on the customer's location or the time of day. We're talking about how much an individual is paid to keep his or her money deposited at a particular financial institution. </p> <p>If a bank depositor learns that a friend is getting a much more attractive interest rate on a savings account or certificate of deposit based on factors such as those associated with affluence, it might not go over too well in today's environment.</p> <h3>The importance of transparency</h3> <p>For this reason, it's important for banks to consider just how clever they get with their segmentation and dynamic interest rate determinations.</p> <p>While in theory extreme optimization could offer a financial boon, from a brand and customer experience perspective, banks should balance this with the virtues of transparency. Those that help existing and prospective depositors better understand how the interest rates they're being offered on their deposits have been set are probably more likely to gain the trust of consumers and less likely to come under fire for their practices.</p> <p>And if competition for deposits really heats up, a really bold bank might even consider flipping the script and adopting a Priceline-style model that allows existing and prospective customers to name their own rate. Using its data and technology, including AI/machine learning, such a bank could conceivably determine whether the proposed rate was acceptable and, if necessary, counter with the rate it could offer.</p> <p>Although such a radical approach would certainly present challenges, it plays into the growing consumer demand for control and transparency and even if banks can't go this far, as they seek deposits, they would be wise to think more like depositors and less like banks.</p> <p><em><strong>More on banking:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/69634-six-ways-fintech-startups-could-hurt-incumbent-banks">Six ways fintech startups could hurt incumbent banks</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69979 2018-04-27T13:58:06+01:00 2018-04-27T13:58:06+01:00 What now for data-driven marketing? Jeff Rajeck <p>Brand marketers still have a job to do, though, and many still feel that they are better off using data to help, even though they know that they have to tread carefully.</p> <p>So how should marketers proceed in the current climate? How can they continue with their data-driven marketing plans?</p> <p>To find out, I discussed the issue of data-driven marketing in 2018 with Alex Sibois, Managing Director APAC at Lotame and came up with the following suggestions:</p> <h3>1) Brands can use browsing data to improve the digital customer experience</h3> <p>First off, brands can use data gathered while a user is on their site to improve their digital experience.</p> <p>For example, marketers can collect information such as: </p> <ul> <li>Campaign traffic source</li> <li>Category page views</li> <li>Product display pages clicked</li> <li>Blog pages or other articles viewed</li> </ul> <p>Then, from those events, brands can start building a profile which will attempt to identify the particular visitor's intent. Armed with that information, marketers will be able to provide more personalized content in real-time to improve the digital customer experience.</p> <p>And while this is possible to achieve without a <a href="https://www.econsultancy.com/blog/69768-building-the-dmp-of-tomorrow-starts-with-these-three-tenets-of-identity">data management platform</a> (DMP), Alex pointed out that DMPs are purpose-designed to help brands with heavy traffic to achieve personalization using web activity.</p> <p><img src="https://assets.econsultancy.com/images/0009/3969/Data_Driven_Marketing.png" alt="data" width="615"></p> <h3>2) Marketers can integrate first-party data for improved personalization</h3> <p>Some companies have a lot of first-party customer data which can also be used to improve the customer experience. Frequently, though, this data will be siloed and may not be available across the enterprise.</p> <p>For example, most banks provide their website customers with relevant financial products and special offers as they use the site. But the same bank may also have usage data from customers who also use a different company site or even an app for day-to-day transactions.</p> <p>With some sort of data management tool, like a DMP, the bank could combine data from its websites and apps into a single customer view. Marketers would then be able to provide an improved and more coherent customer experience across all of its digital properties.</p> <h3>3) Brands can advertise on publisher consortiums</h3> <p>Finally, another safe way for marketers to use consumer data is to advertise on publisher consortiums.</p> <p>As we <a href="https://econsultancy.com/blog/69806-how-publishers-in-asia-pacific-are-taking-on-google-and-facebook/">reported recently</a>, major publishers in several markets are aligning with one another to provide a one-stop ad-buying platform for marketers.</p> <p>As these consortiums are being built with consumer data privacy at their core, brands will be able to safely advertise across all properties based on the consumer's browsing on one of them. That is, if a consumer shows interest in cars on one of the member sites, then an auto manufacturer can bid high for ads across all of the member sites for that user.</p> <p>The added benefit of using a consortium is that brands will be able to obtain a more accurate and timely profile of consumers than they would from other 3rd-party data providers, making the targeting more effective for brands.</p> <p><em>Thanks to Alex Sibois, SVP &amp; Managing Director APAC - Lotame, for providing helpful suggestions for this post.</em></p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/measurement-and-analytics-report"><em>2017 Measurement and Analytics Report</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69962 2018-04-20T15:12:19+01:00 2018-04-20T15:12:19+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>As always, be sure to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further facts and figures.</p> <h3>Just 2.6% of consumers list personalisation as important</h3> <p>When it comes to digital experiences, personalisation is way down on the list of things consumers care about. This is <a href="https://www.acquia.com/gb/resources/collateral/beyond-hype-new-research-what-separates-digital-dreamers-digital-doers" target="_blank">according to Acquia</a>, who undertook a survey of 1,000 consumers from UK and France this March.</p> <p>Just 2.6% of the survey respondents cited personalisation as an important part of a brand’s digital offering. Instead, the majority (65%) cited a website that’s easy to navigate. </p> <p>Alongside this, 13% said a good-looking website is more important, while 11% said engaging content, and 4% said a brand’s social media presence.</p> <p>However, despite the fact consumers seem to care less about personalisation, it could indicate that marketers are failing to deliver this with any real relevance or value (and the same goes for content and social media). In the long run - on top of basic features like an easy-to-use website - personalisation could still be a key differentiator. </p> <p><strong>More on personalisation:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer/">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></li> </ul> <p><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank"><img src="https://assets.econsultancy.com/images/0009/3734/Personalisation_Graphic_Blog___Twitter.png" alt="2.6% of consumers see personalisation as important part of brand activity" width="615"></a></p> <h3>59% of marketers are hesitant to surrender digital data analysis to AI</h3> <p>Artificial intelligence (AI) platforms are gaining a toehold among brands and marketing agencies, however, a <a href="https://albert.ai/ai-adoption-marketing-brand-agency-survey/" target="_blank">new report by Albert</a> has revealed that some are still hesitant to adopt the technology. </p> <p>According to a blind survey of 52 brand and agency marketers, 59% of brand respondents said they’re hesitant to surrender digital campaign data analysis to an AI, while 33% of agencies expressed reservations about giving up manual audience segmentation.</p> <p>Meanwhile, 63% of agency respondents cited an ‘inability to communicate with AI’ as a perceived drawback, and 32% of brand respondents cited the same concern.</p> <p>That being said, not all marketers are so resistant. The survey also uncovered optimistic feeling about the tech, with agencies ranking AI’s ‘ability to lift sales’ and ‘exceed campaign benchmarks’ as important performance benefits. Similarly, brands ranked ‘increased return on ad spend’ and ‘reduced costs’ as positive attributes.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3732/Albert.JPG" alt="" width="615"></h3> <p><strong>More on AI:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer" target="_blank">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <li><a href="https://econsultancy.com/blog/69769-how-ai-marketing-can-help-brands-right-now" target="_blank">How AI marketing can help brands right now</a></li> <li><a href="https://www.econsultancy.com/blog/69820-google-unveils-ai-driven-ad-placement-with-launch-of-adsense-auto-ads" target="_blank">Google unveils AI-driven ad placement with launch of AdSense Auto ads</a></li> </ul> <h3>UK consumers positive about data privacy ahead of GDPR</h3> <p>Despite a number of data breach and privacy-related stories hitting the headlines recently, <a href="https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf">research from the DMA and Acxiom</a> suggests that consumer sentiment remains unaffected. </p> <p>According to a survey of 1,047 UK respondents, 61% of consumers say that (as businesses prepare for GDPR) they are already happy with the amount of personal information they share. </p> <p>Sentiment has also changed since the DMA commissioned a similar survey six years ago. 51% of the respondents now view data as essential to the smooth running of the modern economy - up from 38% in 2012. </p> <p>Interestingly, a change in attitudes has been greatest among 55 to 64 year-olds, with 63% saying they are happy with the amount of data they share today – this is compared to 47% in 2012. Critically, 88% cite transparency as one of the keys to further increasing trust in how their data is collected and used. Younger respondents are even more relaxed about privacy, with 38% falling into the ‘data unconcerned’ group.</p> <p><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online"><img src="https://assets.econsultancy.com/images/0009/3749/Online_GDPR_course.png" alt="gdpr online training course" width="614" height="214"></a></p> <h3>Marketplaces predicted to account for 40% of the global online retail market by 2020</h3> <p>A <a href="http://info.mirakl.com/a-marketplace-mindset-report" target="_blank">new report</a> from Mirakl has highlighted how a growing number of retailers are adopting the marketplace model, so much so that it’s predicted marketplaces will account for 40% of the global online retail market by 2020.</p> <p>In a study of the opinions of 50 leading UK retailers, it was found that an increasing number of retailers believe the marketplace model is the key to winning customers. 68% of retailers say that operating their own marketplace gives existing customers more reasons to shop with them. Meanwhile, 70% agree that a wider product offering helps to win new customers. </p> <p>As a result of this, 44% of retailers are already selling their product through a marketplace model or plan to in the near future. 48% of retailers are also operating or plan to operate the ‘dropship model’ to sell third-party products.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3731/Mirakl.JPG" alt="" width="300"></h3> <h3>Brits abandon online baskets worth almost £30 every month</h3> <p><a href="https://www.home.barclaycard/media-centre/press-releases/Retailers-losing-18bn-per-year-through-surf-n-turf-shopping.html" target="_blank">New research</a> by Barclaycard has revealed that UK shoppers abandon an online basket worth an average of £29.37 each month. This could amount to more than £18 billion of lost sales per year for retailers.</p> <p>The research also says that women’s clothing is the most abandoned category, followed by men’s clothing, and then entertainment items. More specifically, women’s knitwear is the number one most abandoned item, leather goods (such as wallets) is the second, while women’s lingerie and hosiery is the third.</p> <p>Meanwhile, 6pm to 8pm and 8pm to 10pm are said to be the peak times for online shopper drop-out, and 17% of shoppers who abandon items do so because they like to ‘window shop’ with no intention to buy.</p> <p><strong>More on basket abandonment:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them">Why online shoppers abandon their baskets and how to stop them</a></li> <li><a href="https://www.econsultancy.com/blog/69694-how-to-deal-with-cart-abandonment-inside-the-mind-of-a-customer" target="_blank">How to deal with cart abandonment: Inside the mind of a customer</a></li> <li><a href="https://www.econsultancy.com/blog/69663-don-t-patronise-me-with-personalised-cart-abandonment-emails-a-case-study" target="_blank">Don't patronise me with 'personalised' cart abandonment emails (a case study)</a></li> </ul> <h3>ePrivacy law could see brands lose more than 40% of web traffic</h3> <p>A <a href="https://www.mailjet.com/blog/news/research-report-eprivacy/" target="_blank">Mailjet report</a> (based on opinion from 400 marketers in the UK and France) suggests that the new ePrivacy law could see brands lose more than 40% of web traffic. As a result, 30% of respondents plan to reduce the amount of cookie-based display, paid search, and retargeting they carry out in the immediate aftermath of the new regulation.</p> <p>Under ePrivacy, internet users will have the option to set browser-level cookie permissions which could mean the withdrawal of millions of consumer datasets from brand view. </p> <p>While 85% of marketers are confident they know the difference between ePrivacy and GDPR, 93% of companies are currently still using cookie-based advertising to reach their customers. </p> <p>Despite the potential loss in traffic, marketers do feel ePrivacy will be a good thing for their company in the long term. 57% of marketers agreed they will rely less on tactics like retargeting ads and build more qualitative data insights to improve the customer experience.</p> <p><strong>More on ePrivacy:</strong></p> <p><a href="https://econsultancy.com/blog/69342-focus-on-gdpr-but-ignore-e-privacy-at-your-peril" target="_blank">Focus on GDPR, but ignore e-Privacy at your peril</a></p> <p><a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing"><img src="https://assets.econsultancy.com/images/0009/3748/London_F2F_GDPR_course.png" alt="gdpr london training course" width="613" height="214"></a></p> tag:econsultancy.com,2008:BlogPost/69951 2018-04-18T11:00:00+01:00 2018-04-18T11:00:00+01:00 How AI is redefining personalisation & the job of the email marketer Ben Davis <p>However, martech integration and the application of <a href="https://econsultancy.com/search/?only=BlogPost&amp;locale=uk&amp;q=machine%20learning">machine learning</a> is now enabling more sophisticated personalisation that truly deserves the name. As this AI tech becomes easier and cheaper for marketers to adopt, marketing roles are slowly being redefined.</p> <p>All this is easy to observe in the transformation of email service providers into ‘marketing platforms’, ‘personalisation platforms’ and other soubriquets. Though vendor hype may run a pace ahead of what’s happening in the market, the future does seem close.</p> <p>The idea and reality of personalisation is what I wanted to discuss with Raj Balasundaram, VP Solutions and Strategic Services at Emarsys, a B2C marketing automation platform.</p> <h3>Every marketer has to answer four questions</h3> <p>I began by asking ‘What is personalisation?’</p> <p>“Every marketer has to answer these four questions,” Balasundaram replied, “Who? What? When? How?"</p> <p>“That’s fundamentally what personalisation does. Who is the customer? What am I going to say to them? When, or in what context? And how am I going to deliver that message?</p> <p>“The four questions,” he continued, “need to be answered at an individual level, and they need to be answered every time we contact the person and without thinking about what channel we’re going to send to.”</p> <p>It’s this concept of lots of individual decisions being made, each considering some aspect of content, time and channel that makes this personalisation different.</p> <p>Balasundaram simplifies it for me: “The machines don’t segment, they don’t personalise, all they think of is an event. So, ‘here’s Ben, what do I need to do with him?’ It’s a singular transaction, rather than putting a list together or using smart content blocks for example.”</p> <p>Essentially, this is <a href="https://econsultancy.com/training/courses/marketing-automation">marketing automation</a> but with many more variables. Rather than designing a handful of pathways which a consumer might be funnelled down (e.g. welcome campaigns, loyalty campaigns etc.), the technology uses statistical analysis of the information that the marketer has about the individual to decide what the best action or option is in any instance.</p> <p><img src="https://assets.econsultancy.com/images/0009/3672/question.jpg" alt="question mark" width="500"></p> <h3>“It’s not the channel that surprises [customers], it’s the content..."</h3> <p>Balasundaram remarks that this tech is effectively bringing an end to siloed marketers. He says that “Whereas currently [marketers] have already decided what they’re going to do – ‘I want to send an email, I’ve already decided Ben is in this particular group, and I’ve already decided what the content will be’ – this is not what personalisation is about.”</p> <p>What Balasundaram is referring to is channel agnosticism. And while some marketers may think this ignores the fundamental difference between media channels and content formats, Balasundaram is also advocating for a return to a more strategic way of thinking.</p> <p>“It’s not the channel that surprises [customers], it’s the content that surprises them,” he says. Though he does point out that millennials are more likely to be delighted by personalised direct mail simply because they may never have received it before.</p> <p>“The content [or message] should be created well before we decide to go down an email route,” he continues, “and this takes away the need to do segmentation – I already know what to say to Ben, and I’m finding the right moment to say what I want to say, and that is vastly different to the way marketers work. It’s a different way of thinking.”</p> <p><img src="https://assets.econsultancy.com/images/0009/3671/channels.jpg" alt="channels" width="500"></p> <h3>"If you start segmenting people, you’re really not personalising..."</h3> <p>Balasundaram can sound quite dogmatic – “[Email marketers] have been doing the same thing over and over again, and it clearly doesn’t work, people know it’s a mass email. Even the common consumer knows it’s mass emailing,” he says. But he is also realistic and recognises that common practices in marketing are influenced by the technology available. Take this soundbite for example:</p> <p>“If you start segmenting people, you’re really not personalising. But I don’t think there’s a difference between personalisation and segmentation, they are one and the same – the reason we did each is purely down to the level of tech we have or the limitations we have. Now the tech is taken care of, should we really go back to segmentation?”</p> <p>This was the part of our discussion where we got to the crux of the matter and Balasundaram’s most illuminating point.</p> <p>“So far,” he says “marketers have been concentrating on the operational part because to get a campaign out the door, it will take them two or three weeks to arrange the data, all the coding, segmentation – which is internally focused, operationally focused. And they actually end up not concentrating on the most important thing, the creative part.</p> <p>“[This] was not the marketers fault, the tech didn’t help them out, but now the whole work paradigm will change simply because of the fact all we expect marketers to do is write content for their end consumers. The tech forces marketers to think about consumer perspective every step of the way. When an email goes out and the marketer looks at it and says ‘yeah, I know it’s not perfect, but this is the best I can do’ – that will change, because marketers have fewer excuses now. The tech has caught up to a point where you can go individual to individual.</p> <p>As an addendum, Balasundaram says “You can even generate the content using AI”, referring to tech such as subject line optimisation which is rapidly being adopted by big brands that send do a lot of marketing messaging.</p> <p><img src="https://assets.econsultancy.com/images/0009/3670/pepper.jpg" alt="pepper" width="500"></p> <h3>"A pure email marketer probably won’t exist in the next five years."</h3> <p>The shift of mindset to customer-centric campaigns, away from operational-centric campaigns is what Balasundaram describes as “taking the [channel] silo away, putting everything into a common pool and finding patterns in it.” From a tactical point of view, this could entail using push notifications for users that don’t open emails, or search retargeting for those that unsubscribed from email, perhaps with an incentive to return (such as free delivery).</p> <p>Typically, Balasundaram tells me, Emarsys will work with an inactive part of a client’s customer database when that client first trials their machine learning tech. He says they may look at “churning customers, or customers about to leave or not responding...then apply AI personalisation techniquesand…it usually takes about 6-8 weeks for the algorithms to learn a bit more about the customers but then they’ll eventually see the results.”</p> <p>When I ask what this means for the marketer in the long run, Balasundaram is punchy. He says “A pure email marketer probably won’t exist in the next five years. They need to think about email marketing in terms of a bigger business strategy. If they’re going to be pure email marketers, it will be difficult – if you don’t see the customer as part of the bigger picture, it’s never going to work.”</p> <p>He continues, “Marketers will have more time to think about business strategy and tactics, and the components required in creating the content. They can spend more time… creating rather than deploying. Instead of thinking about improving clickthrough rate, they can be reporting on revenue. [It’s about] revenue over operations.”</p> <p>This is a familiar yarn, but marketers do seem to be getting there.</p> <p>I can’t help but wonder if the best preparation marketers can do is get right back to basics and try to forget about the technology altogether.</p> <p><a href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <p><em><strong>Thanks for reading. N.B. Econsultancy runs a variety of <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">email marketing and CRM training courses</a>. Get in touch for more detail.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69949 2018-04-17T11:29:00+01:00 2018-04-17T11:29:00+01:00 How Intelistyle plans to become the 'Spotify of fashion' with its AI stylist app Nikki Gilliland <p>Intelistyle is a new company built around this premise. An AI fashion stylist and retail aggregator - it offers personalised styling advice via its mobile app.</p> <p>I recently spoke with Kostas Koukoravas, Intelistyle’s founder and CEO, to gain a better understanding of the company, and more specifically, how it is aiming to change the retail experience for everyday shoppers.</p> <p><em>(Note, if you're interested in AI, ecommerce and marketing, why not attend our <a href="http://conferences.marketingweek.com/">Supercharged event on May 1st in London</a>)</em></p> <h3>Supercharged clothes-styling and discovery</h3> <p>Most fashion brands claim to offer a ‘personalised’ service nowadays. But this usually amounts to recommendations based on past online purchases, or perhaps a chat with a style advisor in-store. </p> <p>This is obviously due to the personal and often subjective nature of clothing in general, with brands typically using purchase or browsing data for marketing or re-targeting purposes.</p> <p><a href="https://www.intelistyle.co.uk/" target="_blank">Intelistyle</a> strives to put personalisation at the forefront of the shopping experience. There are two ways people can use the mobile app – either to look for new clothes or to find out how to style their existing wardrobe. Users can browse from online retail stores or upload photos of their existing clothes. From this, the AI then provides them with instant outfit suggestions. </p> <p>Kostas explains that the goal is to personalise the entire ecommerce experience, “tailoring recommendations to the user’s style, body type, skin tone and the latest fashion trends”. </p> <p>The app is designed to solve a tangible need, with the idea stemming from Kostas’ own frustrations as a shopper – and someone who simply struggles knowing what to wear. </p> <p>“Whenever I go shopping online or in store I end up browsing through hundreds of irrelevant clothes, so I started thinking that there must be a better way to do this.” With research showing that one in two adults in the UK are looking for inspiration on how to use or renew their wardrobe, “the idea of getting free personalised style advice at the press of a button is bound to appeal.”</p> <p>Kostas also cites the success of brands like Spotify and YouTube as inspiration, and with previous experience working on AI products at Microsoft, he spotted a clear opportunity to use the technology to “supercharge clothes-styling and discovery” within fashion.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get personalised styling recommendations in a tap. Try out our app here: <a href="https://t.co/8pmPtM8wxh">https://t.co/8pmPtM8wxh</a><a href="https://twitter.com/hashtag/app?src=hash&amp;ref_src=twsrc%5Etfw">#app</a> <a href="https://twitter.com/hashtag/ai?src=hash&amp;ref_src=twsrc%5Etfw">#ai</a> <a href="https://twitter.com/hashtag/ootd?src=hash&amp;ref_src=twsrc%5Etfw">#ootd</a> <a href="https://twitter.com/hashtag/fashion?src=hash&amp;ref_src=twsrc%5Etfw">#fashion</a> <a href="https://twitter.com/hashtag/outfitinspiration?src=hash&amp;ref_src=twsrc%5Etfw">#outfitinspiration</a> <a href="https://twitter.com/hashtag/outfit?src=hash&amp;ref_src=twsrc%5Etfw">#outfit</a> <a href="https://twitter.com/hashtag/style?src=hash&amp;ref_src=twsrc%5Etfw">#style</a> <a href="https://t.co/FU2ikfeFpX">pic.twitter.com/FU2ikfeFpX</a></p> — Intelistyle (@intelistyle) <a href="https://twitter.com/intelistyle/status/978601308923064320?ref_src=twsrc%5Etfw">March 27, 2018</a> </blockquote> <h3>How does Intelistyle work with fashion retailers?</h3> <p>There are two ways that retailers can work with Intelistyle. First, as an affiliate company, Intelistyle directly integrates with retail websites (and takes a cut of every sale).</p> <p>According to Kostas, the ability to check out directly on the app is key, as it “allows customers to have an uninterrupted user experience.” </p> <p>There are further benefits for brands too. “We’ve made this process really easy for smaller or independent retailers who might have different needs - our plugins allow them to sell their existing website stock on our platform without any additional risk or effort on their end.”</p> <p>Alongside this, retailers also have the option of using Intelistyle’s AI styling services on their own website. This allows them to offer ‘complete the look’ recommendations for their entire product catalogue. Kostas says that this is where the real value lies, as retailers are able to personalise the entire customer experience:</p> <p>“Their homepage and search results can show recommendations that are right for the user’s body type, skin tone, hair, and eye colour as well as personal sense of style.”</p> <p>What’s more, email promotions or ad retargeting can become much more personal. For example, instead of delivering blanket offers, Intelistyle can tailor offers to the user’s specific needs.</p> <p>Kostas explains, “Instead of just saying ‘here’s 20% off shoes’, you can say ‘here’s 20% off shoes to match that dress you own’ or ‘discover dresses to flatter your natural skin tone’. It immediately becomes much more powerful.”</p> <h3>An AI for your own wardrobe</h3> <p>There are a number of other brands using artificial intelligence for styling purposes. There’s Amazon’s ‘Style Check’ skill, for example, as well as styling chatbot Epytom.</p> <p>So, how does Intelistyle differentiate itself?</p> <p>Kostas says that it is down to the innovative nature of the AI, as while competitors offer consumers generic ideas for clothing that’s <em>similar</em> to ones they own, “Intelistyle gives specific recommendations for the actual clothes they have in their wardrobe.”</p> <p>The AI has been trained by analysing millions of fashion photography images, and now uses 512 style parameters to give specific recommendations for clothes. This means Intelistyle doesn’t “box in” users with predefined styles, and the more someone uses the app, the more the AI learns and is able to create a style that is entirely unique and personal to them.</p> <p>Alongside this, Kostas says that there’s also additional value in Intelistyle’s varied functionality, with users having the ability to use the app while out shopping.</p> <p>“People can instantly see if the new clothes they’re buying match what they already own, or get styling advice for new combinations on the spot”. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Outfit of the day!<a href="https://twitter.com/hashtag/ootd?src=hash&amp;ref_src=twsrc%5Etfw">#ootd</a> <a href="https://twitter.com/hashtag/outfit?src=hash&amp;ref_src=twsrc%5Etfw">#outfit</a> <a href="https://twitter.com/hashtag/fashion?src=hash&amp;ref_src=twsrc%5Etfw">#fashion</a> <a href="https://twitter.com/hashtag/fashionista?src=hash&amp;ref_src=twsrc%5Etfw">#fashionista</a> <a href="https://twitter.com/hashtag/streetstyle?src=hash&amp;ref_src=twsrc%5Etfw">#streetstyle</a> <a href="https://twitter.com/hashtag/instafashion?src=hash&amp;ref_src=twsrc%5Etfw">#instafashion</a> <a href="https://twitter.com/hashtag/stylish?src=hash&amp;ref_src=twsrc%5Etfw">#stylish</a> <a href="https://twitter.com/hashtag/instastyle?src=hash&amp;ref_src=twsrc%5Etfw">#instastyle</a> <a href="https://twitter.com/hashtag/lookbook?src=hash&amp;ref_src=twsrc%5Etfw">#lookbook</a> <a href="https://twitter.com/hashtag/sunday?src=hash&amp;ref_src=twsrc%5Etfw">#sunday</a> <a href="https://t.co/gfGsXXBV0T">pic.twitter.com/gfGsXXBV0T</a></p> — Intelistyle (@intelistyle) <a href="https://twitter.com/intelistyle/status/965282298009702400?ref_src=twsrc%5Etfw">February 18, 2018</a> </blockquote> <h3>AI stylists</h3> <p>While there’s no real ‘chat’ involved with Intelistyle, the AI-stylist is still personified to a certain extent. Kostas explains how ‘Jamie’, as she’s known, is designed to have a personality – one that is supportive and friendly. </p> <p>“We’re creating an experience that is like going shopping with your best friend, but who also happens to be a stylist.”</p> <p>This is reflected in the app’s user experience, with Intelistyle creating one that feels as natural as possible. </p> <p>“A good user interface allows for natural interactions that humans are used to. For example, it is a lot more instinctive to tap on a smartphone screen than use a mouse to translate your intent. In the same way, AI allows for exciting opportunities to create these human-like interactions.”</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fintelistyle%2Fposts%2F123489168268556%3A0&amp;width=500" width="500" height="377"></iframe></p> <h3>Obstacles and inspiration</h3> <p>Intelistyle started just one year ago, and the technology needed to power its efforts was in its infancy at that time. Unsurprisingly, with huge progress being made on a daily basis in the field of AI, Intelistyle has come a long way since. The company was also given a massive boost in the form of a grant from Innovate UK - the government’s innovation agency. </p> <p>I asked Kostas whether there is a fashion brand or retailer using AI (or technology in general) that has been a particular inspiration. He cited 3D body scanning as “an area to watch”, largely to its “potential to bring a virtual fitting room into people’s homes.”</p> <p>Likeaglove.me is a good example of this - a company that uses 3D scanning to measure a person’s body and recommend perfectly-fitting clothes.</p> <p>Bodylabs, which is a recent acquisition from Amazon, is another. It can predict and measure the 3D shape of a body from just a single image, using traditional gaming technology to allow users to see a rendered avatar of themselves.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Things to know about LikeAGlove: <br>1. We analyzed hundreds of jean styles and brands and created an algorithm that takes your measurements and recommends jeans that look like they're custom made specifically for your body. <a href="https://t.co/R6xuw85DEH">https://t.co/R6xuw85DEH</a><a href="https://twitter.com/hashtag/fashiontech?src=hash&amp;ref_src=twsrc%5Etfw">#fashiontech</a> <a href="https://twitter.com/hashtag/wearabletech?src=hash&amp;ref_src=twsrc%5Etfw">#wearabletech</a> <a href="https://t.co/ohwaUg2Kf3">pic.twitter.com/ohwaUg2Kf3</a></p> — LikeAGlove.me (@LikeAGlove_ltd) <a href="https://twitter.com/LikeAGlove_ltd/status/962063618392014848?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <p>According to Kostas, there are huge benefits for both retailers and customers here, “potentially reducing the cost of returns and simultaneously driving conversions.”</p> <h3>How will Intelistyle evolve?</h3> <p>Alongside the possibilities presented by 3D scanning and other technology, Kostas believes the future of Intelistyle could lie beyond its own app walls. </p> <p>He refers to the customer’s “fashion profile” (i.e. data their own unique style preferences, body type, skin tone, hair colour etc.) – which “customers will be able to take with them online or in-store to different retailers in order to instantly receive a personalised experience on the shop floor or in the fitting room.”</p> <p>On top of this, augmented reality could be another key component, naturally helping retailers to reduce friction for customers buying online. This is because “being able to visualise how an entire outfit looks on you is not only an exciting way to explore styles, but to encourage shoppers to be more daring.”</p> <p>While these features might be a way off for Intelistyle, the start-up’s bold intent to become the “Spotify of fashion” is clearly an immediate priority. Watch this space.</p> <p><strong>More on artificial intelligence:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69716-why-fashion-and-beauty-brands-are-still-betting-on-chatbots" target="_blank">Why fashion and beauty brands are still betting on chatbots</a></li> <li><a href="https://econsultancy.com/blog/69769-how-ai-marketing-can-help-brands-right-now" target="_blank">How AI marketing can help brands right now</a></li> <li><a href="https://econsultancy.com/blog/69714-the-five-ps-of-ai-strategy-for-marketers" target="_blank">The five Ps of AI strategy for marketers</a></li> </ul> tag:econsultancy.com,2008:Report/4757 2018-04-05T09:00:00+01:00 2018-04-05T09:00:00+01:00 A Guide to Customer Experience Management (CXM) <p><strong>A Guide to Customer Experience Management</strong> covers the practical steps organisations can take to make themselves more customer-centric. It also highlights how to implement data-led strategies that will help businesses understand their customers, and ultimately, enable them to create better experiences. Additionally, it covers how to overcome the challenges associated with a data-led business strategy. </p> <p>A section on what customer experience management is shows marketers the opportunities that having a data-led strategy affords in a world where customer expectations climb ever higher. </p> <p>The report also features information on how to get to know your customer through different approaches and where the responsibility for customer experience management lies. </p> <p>This guide features insights from a team of industry experts including:</p> <ul> <li> <p><strong>Alex Barker</strong>, Head of User Experience, Edo</p> </li> <li> <p><strong>Paul Boag</strong>, User Experience Consultant and expert in digital transformation</p> </li> <li> <p><strong>Claire Cardosi</strong>, Head of Customer Experience Management at Virgin Trains East Coast</p> </li> <li> <p><strong>Jon Davie</strong>, Chief Client Officer, Zone, a Cognizant Digital Business</p> </li> <li> <p><strong>Jacob de Lichtenberg</strong>, Consumer Product Manager, Trustpilot</p> </li> <li> <p><strong>Avis Easteal</strong>, Regional Head – Consumer, Luxasia</p> </li> <li> <p><strong>Matt Lacey</strong>, Performance Director, Code Computerlove</p> </li> <li> <p><strong>Marc McNeill</strong>, Customer Experience and Operations Director, Auto Trader</p> </li> <li> <p> <strong>Rebecca Mears</strong>, Community Lead, Cookpad</p> </li> <li> <p><strong>Dr Nicola Millard</strong>, Customer Insights and Futures, BT</p> </li> <li> <p><strong>Vittoria O’Connor</strong>, APAC Customer Loyalty and Digital Director, The Body Shop</p> </li> <li> <p><strong>Philip Pantelides</strong>, Head of Product, Community and Communication, Cookpad</p> </li> <li> <p><strong>Azlan Raj</strong>, VP, Customer Experience – EMEA, Merkle</p> </li> <li> <p><strong>Jon Warden</strong>, Head of Product and User Experience, Haymarket</p> </li> <li> <p><strong>Lisa Wood</strong>, Chief Marketing Officer, Atom Bank</p> </li> <li> <p>A<strong> marketing manager </strong>in financial services</p> </li> </ul>