Why you should take a leaf out of HSBC’s book and remember your email system is ‘not an island’

There’s a lot of hype these days about omnichannel marketing and the importance of crafting a consistent customer experience across every platform. The fact is, though, that all channels are NOT equal when it comes to customer engagement. According to industry analysts Gartner, an Adobe 2018 Consumer Email Survey found that 50% of consumers named email marketing as their preferred brand communications platform, compared with a maximum of 20% who said they preferred any other channel.

Topics: BlueVenn omnichannel personalisation marketing communications personalization Customer Data Platform omnichannel marketing cross-channel Business news Email

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