Sharing expertise and experience about advanced analytics & experiential data

Consistent data collection enables awesome Customer Experience

Published: Wednesday, 6 December 2017 by Matthew Tod, Head of Analytics
Big Data Analytics

The study we recently commissioned from Forrester Consulting looked into how organisations collect and use customer data. Forrester highlighted the fact that data is not as consistently used as you might imagine: “While almost all survey respondents say their firms use data to improve customer experience, only 26% say they do it for most or all interactions.” Read more

Garbage in means garbage out – it’s an old but relevant adage

Published: Thursday, 30 November 2017 by Matthew Tod, Head of Analytics
Big Data Analytics

The study we recently commissioned from Forrester Consulting into how companies are collecting the data they need to power differentiated customer experiences contained a table that really caught my eye – it was about the technology used to manage customer interaction data. Read more

How good is your data strategy? Are you planning to be incoherent?

Published: Tuesday, 21 November 2017 by Matthew Tod, Head of Analytics
Big Data Analytics

We recently commissioned a study from Forrester Consulting to understand how organisations are collecting and using consumer data from digital and physical interaction channels. Forrester identifies that “It’s the age of the customer, and firms must differentiate themselves on experience. Delivering great experiences means firms must leverage what they know of customers during moments of engagement and across touchpoints to drive relevant, compelling, and personalized experiences.” Read more

DUMP Big Data, DEMAND Better Data!

Published: Friday, 15 September 2017 by Matthew Tod, Head of Analytics
Big Data Analytics

I have seen a number of clients whose Big Data initiatives, like many, are floundering and destined to fail without corrective action. Lack of experience of working with high business expectations and the noisy, messy, real data in the commercial world is often behind the challenges the teams face. Read more

Behavioural data alone is no longer enough to enhance customer experiences: “experiential” data is needed too

Published: Tuesday, 15 August 2017 by Alyssia Gordon, Customer Insight Consultant

Tracking a customer’s online interactions to improve and personalise their experience is nothing new, but by only collecting this behavioural data, key factors that are influencing a customer’s purchasing decisions are being overlooked. Without including data about these factors, the performance of both personalisation and predictive modelling is compromised, leading to a less than optimal customer experience. Read more

Reduce your number of brains to become more intelligent and compliant.

Published: Friday, 28 July 2017 by Matthew Tod, Head of Analytics, D4t4 Solutions Plc

Many organisations I have engaged with recently deliver a disjointed customer experience despite significant investment in technology. The problem is that in an eager rush to deliver a better, more relevant, customer experience multiple ‘brains’ have been developed; every channel works in isolation to its own agenda to optimise its own results using its own algorithms. Vendors all highlight the intelligent capabilities of their technology, which is fine but can result in an incoherent customer experience. Read more

The CEO Manifesto: Capture Everything Once.

Published: Wednesday, 12 July 2017 by Matthew Tod, Head of Analytics, D4t4 Solutions Plc

In working with many companies over the past few years I am struck by how few have collected the data they need to power new digital, customer-centric or advanced analytics initiatives. Data production is always taken as a given and almost never receives the attention it needs; consequently, data is frequently the Achilles heel of many projects. No data, incomplete data, lack of permission, speed limitations, lack of depth, lack of access and confusion over ownership are just a few of the issues I regularly see hindering progress. Read more

Retailers please measure my experience not my page views!

Published: Monday, 3 April 2017 by Matthew Tod, Head of Analytics, D4t4 Solutions Plc
Digital Intelligence

I needed some new shirts; my current wardrobe seems to have mysteriously shrunken meaning I have a shirt crisis. But fixing this problem turned out to be very frustrating and made me think again about how important it is to measure the right things. So here is how it went… Read more

Mobile, the one trend for 2017 you cannot ignore.

Published: Tuesday, 14 February 2017 by Donata Pieta, Professional Services Consultant
Digital Intelligence

As December approached, industry experts started their predictions for the top Digital Marketing trend for 2017. Among the latest hot and ground-breaking topics, we can spot a clear pattern: Mobile is still King. ‘The King is dead, long live The King!’ Read more

Will British Airways measure my customer experience?

Published: Monday, 16 January 2017 by Matthew Tod, Head of Analytics, D4t4 Solutions Plc
Digital IntelligenceBig Data Analytics

I've just flown from London to Amsterdam to moderate an eCommerce conference. All good fun! But the flight was not without a few customer experience bumps; nothing too bad but we all know that repeated poor experience drives propensity to look for a different airline. So assuming BA wants to understand my customer experience and maybe take some action I thought I would list out my data trail from that flight. Read more

Consumers demand omnichannel control as channel choice changes moment to moment

Published: Friday, 18 November 2016 by Katharine Hulls, VP Marketing
Digital Intelligence

Celebrus has been talking about “individuals” for a long while now. We came up with our “Because customers are individuals” tagline not long after I joined the company back in 2011 and it’s more relevant than ever today. But maybe it's time to change our tagline... Read more

What does $10M and crying over onions have in common?

Published: Monday, 3 October 2016 by Stewart Hanna, Snr Sales & Business Development
Big Data AnalyticsContextual Marketing

Most clients want to have a dialog on how they can improve insights about individuals and how that helps them meet their business objective. As part of these discussions frequently we help clients navigate the layers of tags and the complexities associated with tagging. In this post I'll define what a tag is, peel back the layers of this onion and discuss the ROI associated with their development and deployment. Read more

Multiple devices - An exciting & unpredictable future

Published: Monday, 5 September 2016 by Paul Siddall, Senior Pre-Sales Consultant
Digital Intelligence

As more and more devices offer internet access in different ways, so our interactions with brands change. Gone are the days of one PC in a household which was the only way to access the internet. We are seeing more mobile device usage, not only for browsing a website and using native apps on a smartphone or tablet, but increasingly with wearable apps too. All of this makes for a very exciting and unpredictable future, with every improvement making our ability to keep in touch with our loved ones, and hopefully our lives as a whole, easier. I, like many, am waiting to see what the next big innovation will be and who will bring it to market Read more

Homing in on analytics insight – the fun begins!

Published: Thursday, 04 August 2016 by Katharine Hulls, VP Marketing

Well, it was another rainy day in west London, but my colleague and I were still excitedly looking forward to a really interesting hour ahead. Having heard that the Celebrus data had been successfully loaded into ThoughtSpot, it was time to see a live demo with our data in it. Read more

Eating our own dog food – ThoughtSpot flavoured!

Published: Friday, 24 June 2016 by Katharine Hulls, VP Marketing

At Celebrus we run our data capture, contextualisation and delivery software on our website – eating our own dog food as they say. That data drives our automated lead nurture programme and gives us loads of insight at the individual level about our prospects so we can deliver them personalised content and feed useful information to Sales. Pretty juicy dog food it is too…not just that dry stuff. Read more

Want Your Customer Care to Stink? Do this.

Published: Monday, 23 May 2016 by Lori Wagoner

If there’s one stereotype that is the reason for the existence of stereotypes, it’s got to be the universally terrible experience one gets from customer care departments everywhere. Like the sun setting in the west, one can count on being inconvenienced, annoyed or even frustrated getting even the slightest problem resolved by any customer service team. Wait a minute! Read more

Festival of Ideas Event Review: Markets, Mobile and Money.

Published: Monday,16 May 2016 by Neil Toulson, Strategic Sales Manager, EMEA

Attending the TrueStart R:evolution 3.0 Festival of Ideas event on 11th May proved interesting and thought-provoking. The event posed the question, “What’s new and what’s next for retail?” - bringing together industry leaders and entrepreneurs in the same room to address the statement through a series of keynotes and panel discussions. Read more

Driving agile decisions through data collection

Published: Monday, 25 April 2016 by Katharine Hulls, VP Marketing
Digital Intelligence

It’s becoming ever clearer that today’s tech savvy consumers have high expectations when it comes to both brand personalisation and the quality of interaction. It is also clear that if the consumer feels ‘failed’ by a brand - that needs aren’t met or they have been bombarded with spam by third parties – then they are not afraid to take action. Read more

Embrace our economy’s new natural resource!

Published: Tuesday, 19 April 2016 by Gerard Brinkman, CEO, OnMarc
Big Data Analytics

Big data is hyped. That’s a pity because big data enables marketers to make organisations and brands relevant. It’s a fact that market conditions change. One could say that data, big or small, will become our economy’s new natural resource. And that is why this belongs in the marketing department. Read more

It’s a Crowded Party, but boy is it fun to be here!!

Published: Wednesday, 30 March 2014 by Stewart Hanna, Snr Sales & Business Development

In my previous post I shared an insight into why I joined Celebrus Technologies and how I moved further up stream to deliver high fidelity and contextualized clickstream from any Mobile, Web or other Application, to a variety of downstream customer centric applications. It's been an exciting and rewarding three months in my new role at Celebrus and I'm glad I joined the party, but boy is it crowded! Read more

Always on and always everywhere – The multi channel marketing conundrum

Published: Monday, 14 March 2016 by Katharine Hulls, VP Marketing
Digital Intelligence

The diversity of technologies available to the consumer has grown massively over the past ten years and, with the plethora of devices available, the amount of data which can be accessed by brands has exploded, and multi channel marketing has become a puzzle. Read more

It’s all about the people: Digital adoption

Published: Tuesday, 16 February 2016 by Katharine Hulls, VP Marketing
Digital Intelligence

I have been intrigued by the recent series of Barclays Digital Eagles TV adverts giving viewers tips for getting value online. It’s an interesting marketing message as it promotes Barclays’ digital leadership by offering a public service that teaches people key online skills in a very non-technical, inclusive way. Using middle aged and older people within the adverts is a smart move for two reasons. Read more

Behind every great brand stands marketing effectiveness

Published: Monday, 07 December 2015 by Katharine Hulls, VP Marketing
Digital Intelligence

As I sat on the train home from the Forrester Forum for Marketing Leaders, my mind was spiraling with thoughts and ideas as I digested all the information and key points that had been discussed during the two days. Whilst marketing effectiveness has always professed to be customer-centric, it was clear from the forum that it is the sophistication of today’s consumers and their ‘savviness’ that is setting the agenda and driving forward new innovations within marketing. Read more

European "Attitudes towards personalisation and privacy" research results

Published: Thursday, 05 November 2015 by Katharine Hulls, VP Marketing
Digital Intelligence

Earlier in 2015 Redshift Research conducted research into French attitudes towards personalisation on behalf of Teradata and Celebrus Technologies; these results have also been compared with the same survey undertaken in November 2014 across the UK and Germany. Read more

Can big data enhance individual well-being?

Published: Monday, 2 November 2015 11:44 by Katharine Hulls, VP Marketing
Digital Intelligence

The other day I read an interesting piece of research in Marketing Week which stated that British consumers would not care if 94% of brands disappeared. The Havas Media meaningful brands UK report also stated that consumers felt that 85% of brands needed to play a bigger role in improving the quality of life and well-being of their customers and the wider community, the easiest way to do this is through big data. Read more

How digital communications can make or break trust

Published: Tuesday, 25 August 2015 08:00 by Katharine Hulls, VP Marketing
Digital Intelligence

The final blog in the series analysing the recent Teradata and Celebrus Technologies consumer market research results, focuses on the importance of trust between consumer and brand and how this impacts buying habits. Read more

Multi-channel data preferences and data privacy

Published: Friday, 14 August 2015 09:15 by Katharine Hulls, VP Marketing
Digital Intelligence

Everyone likes to feel that they are in control, in particular when it comes to their shopping habits. Consumers like to choose the data they share via multi channel, they want control over which device they use to browse the web, and how they receive offers and information from different brands. Read more

Consumer cultural differences when it comes to online customer data

Published: Tuesday, 28 July 2015 10:11 by Katharine Hulls, VP Marketing
Digital Intelligence

Online shopping is continuing to grow massively, as is the sharing of online customer data – consumers spend more time online than ever, in fact our research showed that 53% of German and 47% of UK consumers go online more than 10 times a week to shop, browse for different products and services or to manage an account they have registered with a brand. Read more

Real-time personalisation – data versus value

Published: Wednesday, 15 July 2015 09:54 by Katharine Hulls, VP Marketing
Digital Intelligence

Teradata and Celebrus Technologies commissioned Redshift Research, a leading UK Market Research company, to examine the different attitudes towards personalisation and data privacy among consumers in both the UK and Germany. Read more

The minestrone soup of online customer data

Published: Wednesday, 08 July 2015 09:40 by Paul Siddall, Senior Pre-Sales Consultant
Big Data Analytics

Companies have always known that understanding their customer was important to their business, and never has that been more important than today with consumers demanding an ever more personal experience. Read more

Talking to strangers just like they're friends

Published: Wednesday, 17 June 2015 13:13 by Lincoln Goldspink, Chief Technology Officer
Digital Intelligence

The online world gives brands an opportunity to form relationships with customers. Note the term customer here. These are people who have transacted with you. They are known individuals. Customers, however, typically only represent a fraction of the footfall which passes through a website's doors. Most are unknown visitors, the anonymous. Read more

Are airlines flying high when it comes to real-time personalisation?

Published: Friday, 05 June 2015 14:13 by Katharine Hulls, VP Marketing
Contextual Marketing

A recent news story in Marketing Week highlighted that EasyJet has launched an app that is set to personalise airline travel. Developed in partnership with Gatwick airport, the app will provide helpful and timely guidance to EasyJet passengers by combining live location data using Google’s indoor maps as well as booking details and airport information. The combination provides passengers with both essential flight and airport information direct to the mobile phone using real-time personalisation. Read more

Retail banking – a relevant digital customer experience?

Published: Friday, 22 May 2015 08:18 by Katharine Hulls, VP Marketing
Digital Intelligence

Once upon a time you trusted a bank with your money, traditionally for life. But with recent changes making it easier to switch banks, Gen Y in particular is keener than ever to leave their first choice bank and shop around for the provider that will give them the best deal. Coupled with the rise of alternative players in the market such as online only banks offering innovative deals, the threat to the core customer base of the bank is very real. Read more

Capturing the Customer: How best to target your audience

Published: Tuesday, 14 April 2015 10:52 by Katharine Hulls, VP Marketing
Contextual Marketing

The last instalment of the Celebrus Technologies research into the marketing activities of UK and US hotels and airlines, looked at the email communications that consumers received from these brands. Read more

Going Places: Keeping the global travel industry mobile

Published: Thursday, 12 March 2015 09:49 by Katharine Hulls, VP Marketing
Contextual Marketing

It will come as no surprise to read that research recently undertaken by Celebrus Technologies into the marketing activities of US and UK airlines and hotels, found that the majority of brands have a mobile app. It’s a no brainer – technology has evolved and nearly every well-established consumer brand understands how critical mobile is. Or do they? Read more

Taking the personalised route - Is it worth the effort?

Published: Tuesday, 24 February 2015 10:15 by Katharine Hulls, VP Marketing
Contextual Marketing

Does the amount of personalisation that customers receive in their communications with airlines and hotels justify the amount of time they spend filling out detailed forms? Read more

Digital channels opportunities for retail banks

Published: Thursday, 19 February 2015 11:20 by Katharine Hulls, VP Marketing
Contextual Marketing

Increased use of digital channels is driving cross-sell and up-sell opportunities for retail banks. There has been much attention in the media recently about how great offers and new deals only available to new customers. To counter this, one high street bank has made the focus of its latest TV advert the fact that its offers and deals are available to both existing and new customers. Read more

Breaking down the barriers to customer acquisition

Published: Monday, 09 February 2015 16:38 by Katharine Hulls, VP Marketing
Contextual Marketing

Recent research undertaken by Celebrus Technologies has compared both UK and US retail banking markets. In this first of a two part blog series, Katharine Hulls, VP Marketing at Celebrus Technologies looks at how user friendly the retail banking landscape is for potential new customers, and whether UK and US banks are making it difficult for prospects to engage online. Read more

New eBook available "Putting the Retail into Retail Banking"

Published: Monday, 22 December 2014 16:30 by Katharine Hulls, VP Marketing
Contextual Marketing

Consumers’ rapid adoption of online and mobile banking is now dominating strategy. According to the banking trade body the BBA, digital banking transactions are now worth almost £1bn a day, with almost 40 million mobile and internet banking transactions every week. Read more

Retail Banking : Digital Customer Communications

Published: Friday, 19 December 2014 13:50 by Katharine Hulls, VP Marketing
Digital Intelligence

Our Appropriate Marketing blog series has looked at the differences between various sectors, assessing different approaches to digital marketing agility to enhance customer engagement and how the three Cs – Customers, Complexity and Culture – are affecting the routes taken by the different industries and organisations. Read more

Making the right call - Appropriate marketing in the telecoms market

Published: Thursday, 04 December 2014 14:57 by Katharine Hulls, VP Marketing
Digital Intelligence

Our Appropriate Marketing blog series looks at the difference between various sectors concerning their approach to digital marketing agility to enhance customer engagement and how the three Cs – Customers, Complexity and Culture – are affecting the routes taken by different industries and organisations. In this instalment we look at the telecommunications sector. Read more

The three C's of appropriate marketing - Retail agility

Published: Monday, 24 November 2014 10:47 by Katharine Hulls, VP Marketing
Digital Intelligence

Our Appropriate Marketing blog series has looked at the differences between various sectors, assessing different approaches to digital marketing agility to enhance customer engagement and how the three Cs – Customers, Complexity and Culture – are affecting the routes taken by the different industries and organisations. Read more

Taking to the Digital Skies: Are we nearly there yet

Published: Friday, 14 November 2014 12:50 by Katharine Hulls, VP Marketing
Digital Intelligence

Our Appropriate Marketing blog series looks at the difference between various sectors’ approach to digital marketing agility to enhance customer engagement and how the three Cs – Customers, Complexity and Culture – are affecting the routes taken by different industries and organisations. In this instalment we look at the Airline industry. Read more

The three Cs of appropriate marketing

Published: Friday, 24 October 2014 15:01 by Katharine Hulls, VP Marketing
Digital Intelligence

Customer behaviour has been changing rapidly over the past few years: the emergence of the ‘omnichannel’ consumer is driving brands to gain ever-deeper market and customer understanding in order to achieve the level of close engagement and interaction required. Read more

Insurers, quotation abandonment and getting the basics right

Published: Thursday, 07 August 2014 10:44 by Katharine Hulls, VP Marketing
Contextual Marketing

Customers are constantly looking for the best deals, visiting websites and generating quotes only to drop off at the critical moment before purchase. They may then go onto a competitor’s website and follow the same process – so how can organisations reach out to customers, engage them and make sure that they invest in their product and not that of a competitor? Read more

Celebrus Research Highlights Insurers are Engaging Customers...

Published: Thursday, 31 July 2014 12:26 by Katharine Hulls, VP Marketing
Contextual Marketing

But is it enough? Pet insurance is not a product that a customer buys every day. Signing up to an annual policy is emotive and demands customers trust that a company will take care of their precious animal’s veterinary needs should it become unwell or injured. Read more

comparethemarket.com - improving customer experience in a dynamic marketplace

Published: Tuesday, 01 July 2014 09:54 by Katharine Hulls, VP Marketing
Big Data Analytics

Online comparison sites have revolutionised the way in which UK consumers research, compare and purchase financial products by enabling the quick and easy evaluation of insurance quotes and streamlining the purchasing process. Read more

Digital Marketing Insights Report - Blog 4

Published: Friday, 06 June 2014 16:30 by Katharine Hulls, VP Marketing
Digital Intelligence

One-to-one Personalisation will Boost Conversion Rates. In the world of big data and the quest to achieve a Single Customer View (SCV), the quality of data available to digital marketers is a concern. Read more

Digital Marketing Insights Report - Blog 3

Published: Tuesday, 03 June 2014 09:52 by Katharine Hulls, VP Marketing
Digital Intelligence

Informed Customer Analytics is key to Personalised Digital Marketing. Capturing the innumerable actions made online every minute of every day is a big challenge. Buyer expectations are on the rise and the modern consumer expects to have interactions from brands that are personal to them. Read more

Digital Marketing Insights Report - Blog 2

Published: Thursday, 29 May 2014 08:55 by Katharine Hulls, VP Marketing
Digital Intelligence

The Challenges of Customer Data Collection and Storage. Even with the global economy in the early stages of recovery, marketing budgets are under tight control and competition remains fierce across many marketplaces. Read more

Digital Marketing Insights Report - Blog 1

Published: Tuesday, 27 May 2014 14:20 by Katharine Hulls, VP Marketing
Digital Intelligence

Examining data-driven marketing trends. As data-driven marketing becomes an ever more critical discipline to a well conceived marketing plan, the Digital Marketing Insights Report 2014 from Teradata and Celebrus Technologies examines the different trends within customer data collection and storage; analytics; and personalisation. Read more

New eBook - The challenges & the benefits

Published: Thursday, 08 May 2014 14:10 by Katharine Hulls, VP Marketing
Digital Intelligence

New eBook highlights challenges & benefits of data-driven marketing. Recent market research conducted by Teradata and Celebrus Technologies which highlights the challenges and benefits of data-driven marketing is now available in eBook format via the Celebrus website. Read more

No. 3. The agility of combining digital data with offline data for omnichannel marketing

Published: Wednesday, 05 March 2014 11:56 by Katharine Hulls, VP Marketing
Digital Intelligence

The recent launch of our digital big data technology – Celebrus v8 Big Data Engine – inspired us to create a series of three blogs, each one exploring the benefits of capturing individual level behavioural data from across a brands’ digital channels including websites, mobile apps, social and streaming media, add context and then deliver that data in real-time. Read more

No.2. The Need for Speed with Real-Time One-to-One Personalisation

Published: Wednesday, 26 February 2014 11:56 by Katharine Hulls, VP Marketing
Contextual Marketing

To support the recently launched update of our digital big data technology – Celebrus v8 Big Data Engine – we have created a series of blogs that expands on this new technology which enables organisations to capture, contextualise and deliver real-time data about individuals’ behaviours across a multiple digital channels including websites, mobile apps, social and streaming media. Read more

No.1. The Power You Need to Drive Big Data Analytics

Published: Wednesday, 19 February 2014 10:38 by Katharine Hulls, VP Marketing
Contextual Marketing

We have recently launched the latest update to our digital big data technology – the Celebrus v8 Big Data Engine. This technology captures, contextualises and delivers real-time data about individuals’ behaviours across a brand’s digital channels - including websites, mobile apps, social and streaming media. Read more

Online Customer Experience - Part 3: An Omni-Channel Approach to Ecommerce

Published: 23 December 2013 12:33 by Katharine Hulls, VP Marketing
Digital Intelligence

The need to engage with prospective customers through multiple channels is not a new concept for marketers. By adopting an omni-channel approach, marketers hope to gain enough individual customer insight in order to appeal to the customer and positively influence a purchasing decision. Read more

Online Customer Experience - Part 2: Enhanced with Real-Time Personalisation

Published: Wednesday, 11 December 2013 12:44 by Katharine Hulls, VP Marketing
Contextual Marketing

For today’s generation of web savvy consumers, having to laboriously click through multiple web pages or sift through numerous poor on-site search results to find the products they want is just not good enough. Read more

Online Customer Encouragement - Part 1: Influencing Purchase Decisions

Published: Monday, 02 December 2013 16:23 by Katharine Hulls, VP Marketing
Contextual Marketing

For online retailers, customer encouragement involves incrementally building on the relationship through highly personalised, targeted and relevant communication at key points in the sales cycle to encourage customers to further engage with the brand. Read more

Harmonising Social Media

Published: Thursday, 28 November 2013 16:19 by Katharine Hulls, VP Marketing
Digital Intelligence

Harmonising Social Media in a multi-channel marketing strategy. Two trends have dominated 2013: both social media and mobile communication are now ingrained in virtually every aspect of society. Read more

3-part blog series: Turning unknown browsers into fans: Part 3

Published: Thursday, 17 October 2013 10:00 by Katharine Hulls, VP Marketing
Contextual Marketing

Turning a regular customer into a fan. Read more

3-part blog series: Turning unknown browsers into fans: Part 2

Published: Wednesday, 16 October 2013 10:00 by Katharine Hulls, VP Marketing
Contextual Marketing

Three steps to improving customer engagement and enhancing the customer experience with one-to-one real-time personalisation. Step 2: Turning a purchaser into a regular customer. Read more

3-part blog series: Turning unknown browsers into fans: Part 1

Published: Tuesday, 15 October 2013 16:30 by Katharine Hulls, VP Marketing
Contextual Marketing

Three steps to improving customer engagement and enhancing the customer experience with one-to-one real-time personalisation. Step One: Turning an unknown browser into a purchaser Read more

Online Customer Engagement – The Benefits of an Omni-Channel Approach to e-commerce

Published: Monday, 30 September 2013 09:45 by Katharine Hulls, VP Marketing
Digital Intelligence

The need to engage with prospective customers through multiple channels is not a new concept for marketers. By adopting an omni-channel approach, marketers hope to gain enough individual customer insight in order to appeal to the customer and positively influence a purchasing decision. Read more

Conversion Attribution: common shortcomings

Published: Wednesday, 25 September 2013 11:10
Big Data Analytics

Organisations are ever aware of the necessity to have not only the correct data, but the tools required for highly accurate conversion attribution modelling. Although there are increasingly effective and sophisticated efforts to correctly attribute the value of marketing activities and a general acceptance that first and last click models are flawed, we see a number of serious shortcomings that require attention. This blog will explore the issues and guide organisations looking to implement conversion attribution modelling. Read more

To uncover gold you need a rich seam of data...and the right pick axes

Published: Friday, 30 August 2013 15:30 by Katharine Hulls, VP Marketing
Big Data Analytics

I remember clearly a marketing management meeting at a previous company in which we discussed how we would might use a new data set we were considering. We quickly came up with an initial list of insight opportunities. However that list was relatively short and we struggled to produce a strong enough set of values to justify the investment. We felt we would get more value from the data when we actually started playing with it; but as we never went ahead and made the investment, we never found out if that was true. Read more

From segmentation to individualism

Published: Tuesday, 23 July 2013 10:37 by Katharine Hulls, VP Marketing
Digital Intelligence

Segmentation is a long-standing and highly respected database marketing technique used across multiple B2C and B2B sectors, enabling organisations to target customers with appropriate messages and offers by grouping them into similar types. Read more

Omnichannel, can you keep up with the customer?

Published: Thursday, 30 May 2013 15:38 by Katharine Hulls, VP Marketing
Digital Intelligence

With the proliferation of channels and devices available to consumers nowadays, the vision of omnichannel – a seamless approach to optimising the customer experience and engagement through all available channels – seems like an impossible dream for most. Read more

The subtle art of customer personalisation!

Published: Wednesday, 10 April 2013 12:35
Contextual Marketing

Customer personalisation campaigns can be a great strategy for organisations to implement on websites, leading to increased sales and better customer engagement. But this new depth of customer insight also has to be used with the utmost care and discretion. Read more

Single customer view - How hard can it be to DIY?

Published: Single customer view - How hard can it be to DIY?
Digital Intelligence

A member of your IT team comes to you and says, “I think we need to build a system that collects detailed data to the level of the individual interaction, from all our digital channels, to feed our customer analytics and personalisation systems”. You might think it feasible and probably the correct thing to do, as today's Web Analytics systems could do a better job of providing you with the data you need, in the format you need and when you need it. So surely it can’t be that hard?! Read more

Living in the moment and the power of real-time data

Published: Thursday, 14 March 2013 10:00 by Katharine Hulls, VP Marketing
Contextual Marketing

It is encouraging to read that the importance of being able to access data in real-time is being recognised by more and more businesses. For organisations that want to increase customer conversion rates, there is nothing more powerful than what a customer is doing right now on their website and other digital channels. Read more

Shop Direct wins ‘Best Enterprise Solution’ with the help of Celebrus Technologies and Teradata

Published: Thursday, 07 March 2013 12:00 by Katharine Hulls, VP Marketing
Big Data AnalyticsContextual Marketing

At the recent EHI Retail Institute Awards, UK retailer Shop Direct Group walked away with the ‘Best Enterprise Solution for retail technology in Europe’ award. This is further recognition of their innovation in digital marketing following their winning of the Data Strategy Awards for Best Use of Big Data and Best Use of Direct Marketing earlier in 2013. Read more

Digital Database Marketing - a marriage to celebrate

Published: Monday, 11 February 2013 12:00 by Katharine Hulls, VP Marketing
Digital Intelligence

Businesses are striving for new insights and maximum ROI from their customer data available across multiple digital channels. This data, and the way it is used for improved business performance, is constantly evolving. Read more

Optimise your marketing spend using real-time online customer data

Published: Monday, 12 November 2012 09:00 by Katharine Hulls, VP Marketing
Big Data Analytics

The process of tracking the customer journey has developed significantly since the early days when marketers measured behaviours, such as visits and clicks, in order to increase conversion rates and improve websites. Read more

One-to-one real-time personalisation - right here, right now

Published: Friday, 21 September 2012 12:30 by Katharine Hulls, VP Marketing
Contextual Marketing

Relevance is a word much used in marketing circles, dare I say overly so in recent years. The message which is of relevance, engaging and effective will truly resonate with readers as opposed to those that are generic and un-targeted. Read more