Category: data-driven marketing

Why Inconsistent Messaging is Undermining Customer Experience

Why Inconsistent Messaging is Undermining Customer Experience

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This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Silo Busting is Essential to Delivering Personalized Experiences. Delivering exceptional customer experiences has quickly become table stakes for marketers. Too often, though, these experiences are undermined by inconsistent messaging and opportunities go […]

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dynamic email design

dynamic email design

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While it may surprise those who view emails as an antiquated channel of communication, emails are still a crucial part of the way brands communicate with consumers. Just consider that in 2017, global email users amounted to 3.7 billion people, and, this figure is set to grow to 4.3 billion in 2022. While this sounds […]

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Identify and Rejuvenate Your Inactive Customers

Identify and Rejuvenate Your Inactive Customers

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By Gabrielle Tao,VP, Product Management, Responsys Development, Oracle As a marketer, you most likely have a list of your “inactive” customers. The definition of inactive customers varies from marketer to marketer. Maybe they’re customers who haven’t purchased in the last year or those who haven’t responded to any marketing messages in the last 180 days. […]

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GDPR

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By Neil Sholay, VP of Digital – EMEA, Oracle With GDPR compliance now mandatory, European businesses are razor-focused on their data protection measures, and with good reason. The regulation brings some long-overdue structure to today’s data economy, and the public is clearly eager for greater transparency into how their information is being used. How did […]

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Data silos

Data silos

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This article part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Segmentation Must Be Connected to the Data and Technology Stack. Digital technologies have dramatically improved the experiences of consumers, making it much easier for them to find what they want and to be provided […]

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Four tips to make the most of marketing attribution

Four tips to make the most of marketing attribution

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Marketing becomes more complicated year-by-year and it’s important to be able to analyze its success when setting up a new strategy. The growing number of available channels brings up the challenge of finding a precision when analyzing their effectiveness. Marketing attribution can help marketers explore how each channel contributes to the final goal by taking […]

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Segmentation

Segmentation

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This article is part of our series on customer experience where we look at how to connect data, intelligence, and experiences. Read the previous article, Great Customer Experiences Rely on Robust Identity Management. Your ability to deliver personalized customer experiences across multiple channels is increasingly being tested. There is a good reason for this – cross-channel […]

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1 Big Takeaway and 5 Quick Observations From Marketing Nation Summit

1 Big Takeaway and 5 Quick Observations From Marketing Nation Summit

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Ccontent is the atomic particle of digital marketing. Or the atomic unit. Or the currency? Whatever you want to call it, there’s been a lot of chatter about how content—not data—is becoming the key barrier to marketing success in the age of fragmented channels, personalization, and digitally enabled customers. That theory became a reality at […]

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Great customer experiences rely on robust identity management

Great customer experiences rely on robust identity management

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With an ever-growing demand from consumers for personalised engagement, it is becoming increasingly important that marketers appreciate the importance of identity management as a piece of bedrock marketing infrastructure. Put simply, without effective identity management, there is no ‘People Based Marketing’. In fact, identity management is the foundational component of concepts like cross-device identification, multi […]

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Do marketers really want to be data scientists?

Do marketers really want to be data scientists?

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It is a challenging time to be a marketer. Consumers demand more personalised experiences than ever, and for marketers if feels like the customer’s expectations just keep on rising. In such a complex business environment a sophisticated approach to data is the key to success. Increasingly, however, CMOs hear from software vendors, analysts, and the […]

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Apply Big Data to Create Irresistible Customer Experiences

Apply Big Data to Create Irresistible Customer Experiences

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By: Steve Earl Senior Director, Product Marketing, Oracle Marketing Cloud In 2013, research by Walker predicted that by 2020 customer experience will overtake price and product as the main differentiator. While most organizations and marketers have prioritized customer experience as top business priority for a few years now, they don’t always know how to get customer experience […]

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Making the Case for a Chief Data Officer to Leverage Your Most Valuable Business Asset

Making the Case for a Chief Data Officer to Leverage Your Most Valuable Business Asset

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By: Steve Earl Senior Director, Product Marketing, Oracle Marketing Cloud Our approaches to serving customers have become so disconnected that it’s stunning. There’s a real opportunity for companies to gain a competitive advantage by providing superior customer experiences.  They can do this by taking a more strategic approach to how they manage their data assets.  […]

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The rise of marketing attribution and the benefits for marketers

The rise of marketing attribution and the benefits for marketers

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The marketing landscape becomes more complicated year-by-year with the influence of technology and the new channels that show up. A multi-channel strategy makes it imperative to discover the touchpoints of your work that led to a conversion. And this is the reason why marketing attribution has seen a growth in its prioritization among marketers. Marketing […]

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3 Steps to Build Reports that Drive ROI

3 Steps to Build Reports that Drive ROI

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The combination of data and technology are the fuel behind marketing and sales. One of the challenges for companies, though, is how that data provides convincing proof of return on investment. A recent study by Censuswide for Dun & Bradstreet shines light on how the right data and analytics can drive ROI. The challenge According […]

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7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

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Email marketing can result in an ROI of $40 for every dollar spent. But we often think about this powerful channel in terms of the marketer. But what about the consumer? Sure, email marketing is all about about engaging people, but marketing teams are sometimes a few steps removed from the end user. We’re all marketers, but […]

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Sifting Data to See the Customer

Sifting Data to See the Customer

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In a world awash in data about a person’s behavior, their characteristics, and their likes, how can marketers ensure the work they do doesn’t lose sight of the individual? Before you answer, consider this statistic from Analytics Week: Data is growing faster than ever before and by the year 2020, about 1.7 megabytes of new […]

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Tips to build customer loyalty online

Tips to build customer loyalty online

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I find it surprising to find some brands talking about how to ‘be digital’. Technology disrupted the business world more than two decades ago, and advances in various fields continue to shape the way companies interact with stakeholders and customers alike. Technology has become so ingrained in our personal and work lives that nobody should […]

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7 Ways to Future-Proof Your Organization With Data Driven Marketing

7 Ways to Future-Proof Your Organization With Data Driven Marketing

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The way prospects buy is changing. This truth has been identified by a number of studies. Even without such studies, each of us intuitively understands that our shopping habits have changed and continue to do so. Today, if we are in need of household items, we turn to Amazon. If we want to be entertained, […]

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Resistance to Reason: Why digital transformation is thwarted

Resistance to Reason: Why digital transformation is thwarted

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There’s a scene in Cormac McCarthy’s book, All the Pretty Horses, in which the main character, John Grady, plays pool with his boss, a wealthy Mexican ranch owner. The reader feels tension because John, a transplanted Texan cowboy, has been covertly dating the owner’s daughter and it’s not clear whether the owner is aware. At […]

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From 1980 through next May: The evolution of GDPR

From 1980 through next May: The evolution of GDPR

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Two years after it was announced by the European Parliament, the Council of the European Union and the European Commission, the General Data Protection Regulation (GDPR) becomes legally binding on May 25, 2018. This new regulation legally prohibits marketers from storing or using EU residents’ personal data without their consent. Consent must be explicit. Opt-out […]

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