How Identity Resolution Enables Targeted, Personalized Marketing

Last week a customer told me "you can’t serve a customer you don’t understand, and you can’t understand a customer without knowing their behavior". Now there is nothing controversial about this statement and I think that most marketing professionals would agree. But although these principles are central for marketers to provide a personalized and omnichannel customer experience, it doesn’t mean they are necessarily doing everything they can to adhere to them.

Topics: identity resolution

How Does a Single Customer View Actually Improve Your Marketing?

Most marketers would agree that creating targeted campaigns based on clean, deduplicated customer data is a highly effective way of improving your marketing efforts. But when you ask the average marketer what their biggest problems are, you can be sure that a lack of clean, useable data will be nearly always be at the top of their list. 

Topics: Single Customer View

Optimizing the Customer Journey using Microsegments and Cross-Journey Communication

There’s no doubting that customers have more control over the buying process than ever before. Meandering through seemingly unlimited online and offline channels, perhaps even someone browsing on a mobile device or placing an order whilst physically in your store or premises, the journeys that our customers take are more complex, more varied and, plain and simply, different from the old days of linear marketing campaigns.

But how do you execute or measure a customer journey? How do you practically track a customer that could meander in any direction and lead them towards a conversion? Do campaigns still have a role to play?

Topics: customer journey

What’s new in the BlueVenn 2018.3 release?

BlueVenn combines the ability to create a Single Customer View with award-winning omnichannel marketing automation capabilities. This week we’ve released a series of requested updates to the campaign planner and customer journey engine. These will further improve the testing, coordination and analysis of marketing campaigns.

Topics: BlueVenn update

What Is Omnichannel Retailing and Should You Be Doing It?

The prospect of becoming an omnichannel retailer certainly sounds appealing: a seamless buying experience, happy customers and increased sales. However, becoming one is easier said than done.

Topics: omnichannel

Step-By-Step Guide for an Effective Customer Engagement Strategy

Customers are now more in tune than ever before with knowing what they want from a brand experience, and how they want to be engaged with. According to Accenture, 81% of consumers want brands to understand them better and know when, and when not, to approach them.

It’s clear that marketers understand this too because 77% believe real-time personalization through customer data is crucial. However, despite knowing this, only 33% of marketers admit to actually being able to truly personalize the customer experience in real-time.

Topics: customer engagement

Three Examples of Why Customer Retention is Essential to Businesses

Customer retention is valuable in more ways than you might initially expect. In fact, the cost of retaining a customer is up to seven times less than acquiring a new one. Moreover, repeat customers spend on average 33% more than new customers!

So whilst many companies are borderline obsessed with spending increasing amounts of time and budget dedicated to the acquisition of new customers, retaining customers is where you should really be focusing your efforts. 

Topics: customer retention

Top Five Customer Retention Strategies for Retail

Marketers, you should stop acquiring new customers.

Yes, that’s right! It might sound counter-productive, but it’s true.

The facts tell us that it’s becoming increasingly important for marketers to focus less on customer acquisition and more on selling to existing customers. After all, attracting a new customer can cost five times as much as retaining an existing customer.

Topics: customer retention

BlueVenn wins “Best Overall Marketing Campaign Management Solution” at the MarTech Breakthrough Awards

Bristol, UK and Boston, USA - Aug. 24, 2018: BlueVenn, the first Customer Data Platform to integrate omnichannel marketing automation tools into its data unification solution, has been announced as the winner of the 2018 MarTech Breakthrough Award for “Best Overall Marketing Campaign Management Solution.” This first place has been awarded by MarTech Breakthrough, an independent organization that recognizes the top companies, technologies and products in the global marketing technology industry.

What Are the Customer Lifecycle Stages?

The customer lifecycle describes the various stages that a customer goes through before, during and after they complete a transaction with a brand. Customer lifecycle marketing is therefore the strategy (and execution of that strategy) by marketers to ensure that customers firstly, can navigate those stages easily, and secondly, to affect those stages so they can optimize the revenue potential or lifetime value of the customer.

Whilst there are many naming conventions for the customer lifecycle stages, most customer lifecycle models generally follow these five stages: awareness, consideration, purchase, advocacy and loyalty. For clarity, here is how I would define these stages:

Topics: customer lifecycle