BlueVenn's Facebook & Google connectors enable better attribution and reduce advertising spend

Traditionally, the lion’s share of online ad spend has ended up in the pockets of two of the biggest marketing services in the world, Google and Facebook. Google Display ads, which are targeted according to web content, theme and client preferences, and Facebook ads, targeted through location, demographic and profile information, have always had above-average marketing clout, since the two services boast such a colossal reach between them.

Topics: identity resolution omnichannel marketing advertising

New report finds customer data analysis key to omnichannel marketing success

Companies which collate and analyze customer data, both online and offline, have grown 16% in the last year and are more than twice as likely to significantly exceed business goals and see a strong return on investment (32% versus 14%), according to a global survey of 235 organizations with annual revenues of at least $50m.

Topics: omnichannel marketing Latest News & Press Releases

How a user interface ensures a Customer Data Platform is truly ‘marketer controlled’

By the CDP Institute’s RealCDP definition, a true Customer Data Platform must be able to ingest data from any source, capture the full detail of that data and retain it indefinitely (subject to privacy constraints), create a unified profile of an identified individual (that is, a Single Customer View or SCV), and share that profile with any system that needs it. This sounds like a marketer’s dream – but doesn’t guarantee that marketers will be able to access and leverage that data to gain insights, enrich the customer profile, and meet regulatory obligations. For that, an added user interface is needed.

Topics: data management predictive analytics data privacy journey mapping data analysis customer journey orchestration data analytics omnichannel marketing segmentation compliance user interface

How can retail organizations benefit from a Customer Data Platform?

A use case is a statement of what a marketer wants to get out of a project, system or platform. Whether they work for a single or multi-brand retailer, if the business operates on at least two channels, marketers are going to face these use cases as the Top 5 requirements for a Customer Data Platform (CDP):

Topics: data management Data Quality retail data ownership Customer Data Platform marketing automation cdp omnichannel marketing compliance

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

From fiction to reality: real-time, cross-channel customer experience marketing

Every marketer wants to be doing real-time, cross-channel personalized marketing, but achieving this goal has traditionally been difficult with marketing automation platforms. Now it’s finally possible!

Topics: real-time marketing personalization triggered messaging omnichannel marketing Travel & Leisure cross-channel attribution

How a CDP can deliver the Holy Grail: real-time, cross-channel marketing

The Holy Grail. Originally a title given to the cup used by Christ at the last supper, which has been much sought after but never found, this term has come to represent something extremely difficult – perhaps impossible – to find or get. For many years, marketers around the globe have been attempting to realize their own Holy Grail of ‘real-time, cross-channel marketing’, yet many have failed in this quest. Now, a marketing tool has emerged that promises to make this dream a reality: the Customer Data Platform.

Topics: customer journey real-time marketing customer experience Customer Data Platform customer journey orchestration cdp omnichannel marketing cross-channel

How can travel & leisure marketers segment and target customers effectively

The explosion in do-it-yourself online bookings and the trend for bundled holiday products over the last decade has made knowing and defining the target market more important than ever within the travel & leisure industry. It used to be enough to segment customers by core demographics – their age, residential location and life stage, for example – but reaching the right customer with the right message in a competitive digital arena has become much trickier.

Topics: travel audience profiling omnichannel marketing segmentation Travel & Leisure leisure segments

How a Customer Data Platform Optimizes Omnichannel Marketing

Our customers are taking increasingly complex journeys consisting of multiple online and offline touch-points. They interact with brands through any channel or device they wish (email, web, social, mobile app, direct mail, call center or in-store), and therefore its a strategic imperative that marketers are able to utilize data from all these channels and execute campaigns in an omnichannel way.

Without the ability to capture and act-on the available data points it creates disjointed and impersonal experiences that can frustrate buyers and damage a potential conversion.

Topics: Marketing Customer Data Platform Multi-Channel omnichannel marketing