Making sense of online user data to build target customer segments is a key challenge for today’s marketers. Online user segmentation enables marketers to build relationships that benefit not only their organisation, but also visitors and customers.
Data analytics is going to be a requirement rather than a differentiator in the very near future. Data-driven marketing through eight steps prepare organisations for accessing and integrating data to make informed, proactive decisions.
The increase in mobile traffic is a given. To remain competitive, companies need to focus on mobile and its next-generation metrics, allowing for improved user experience and marketing efficiency.
Improving management and efficacy of digital marketing is fundamental to building brands and driving business results. The issues of ad viewability and ad fraud are still relevant, but the digital marketing industry has made great progress to develop an ecosystem worthy of trust.
In digital advertising, attribution modelling allows marketers to capture actual ROIs for multiple marketing touch points, understand how and why their prospects converted into customers, and connect the right messages more precisely to the right consumers.
Prescriptive analytics has tremendous potential to become a disruptive force on making business decisions more effective and efficient. Done right, big data and analytics can enhance customer engagement and drive big returns.
Which customer groups are strategically important? Recent studies on customer portfolio management suggest that customers should not only be measured according to purchases, but also based on net promoter score, i.e. whether they generate negative or positive word-of-mouth.