Why single touch attribution isn’t enough and how marketers can better it

Customer journeys don’t come down to a single touch point. Customers control how they interact with you and may engage a number of times before a purchase. Single touch attribution doesn’t account for the full scope of the customer journey and attribute revenue appropriately. Multi touch attribution, when used effectively, allows the marketer to turn insights into profitable changes to the customer journey.

Topics: customer journey marketing communications customer insight consumer insight customer journey orchestration attribution multi-touch attribution modeling

How a prominent UK daily news brand is making data insights and targeted marketing pay

As a top British daily news brand, our customer reaches 1 in 5 UK adults every day and 70% of the population each month. In 2019 it launched a tablet and smartphone app that allows users to enjoy content from the UK or Scottish editions of its daily periodicals, along with exclusive daily radio broadcasts, podcasts and videos from leading journalists. This draws 34,000 weekly users, with an impressive dwell time of 47 minutes per day.

Topics: Media personalisation customer engagement customer insight personalization data analysis consumer insight

4 examples of customer insight improving sales and marketing performance

customers-behavior-thoughts-full-bannerAs an enterprise organization, do you know what your customers want? What they really want? Ask a corner shop owner and they can likely tell you everything about each individual customer’s behavior, needs and desires. They will be able to make recommendations based on that customer’s buying habits and family, and confidently cater to their needs or wants. Of course, smaller businesses benefit from an emotional, invested customer relationship, but how can you create this corner shop customer experience at scale for millions or tens of millions of individual customers?

Topics: customer journey customer engagement customer insight consumer insight customer loyalty

How to Continually Optimize Data Quality using a Customer Data Platform

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Topics: Marketing customer journey customer data Data Quality customer engagement data privacy customer insight data cleaning data analysis Customer Data Platform marketing data data analytics clean data marketing database cdp

Why Customer Insight Is Important and Why Your Business Should Be Utilizing It

Customer insight is all about analyzing data to better understand your customers, helping you make better decisions about how, when and what to sell them.

These better decisions will result in campaigns or strategies becoming more effective and more efficient, resulting in increased profitability.

CMOs are under great pressure to prove a return on investment, resulting in them looking for ways to reduce potentially wasted budget and be more targeted with campaigns and advertising strategies.

Topics: customer insight