What’s the Optimal?

What’s the Optimal? It’s exam season in the UK at the moment, where this week and last, students here will be receiving their results. So in that vein I decided to set our Optimisation services team a little test of their own a few weeks back… I’ve seen a few clients get muddled between the various components of conversion rates, potentially leading...

Why do I need a single view of my customer?

A single customer view has been the dream of many a marketer for years, but there are still very few organisations that are living that dream. This poses two questions Why do we need to have a single view of our customer? Why are there so few organisations that have achieved it? “I am a snowflake” You may have heard this saying,...

Think Fast: Why Real-Time Data Will Become Essential to Marketing

It’s a pretty basic concept: Listen carefully to your customers and you will learn more about them. The more you hear, the more likely you will meet their needs. To do this effectively in today’s always-connected world, you must now listen to the massive amounts data generated from customer interactions with your brand. Data gathered from customer web browsing, purchasing history and...

Can Marketing Lead the Customer Experience?

Customer experience was the focus of the recent Forrester Research’s Marketing 2016 Forum for Marketing Leaders in New York City. The event included innovators from brands like MGM Resorts, Kimberly-Clark and Flex. From the start the stage was set. Carl Doty, Forrester’s VP Group Director, shared how marketing is entering a post-digital age. According to Forrester’s Customer Experience Index (CX...

How to Build an Enterprise-Class Optimisation Team

Running an enterprise-class optimisation program consisting of sophisticated testing and targeting can be one heck of a challenge. Distributed ownership, unclear optimisation goals or processes, legacy technical systems and rigorous security requirements can all derail a budding optimisation program within an enterprise environment. However, while working closely with clients in technology, financial services, travel and many other industries, we’ve found that...

Eight Steps to an Effective Digital Measurement Strategy

Measurement is at the core of effective digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line. When developing a measurement strategy, here are eight must-do steps: 1. Define your business goals Consider what success means to your business and be sure...

What to Do When Your Website Test is Inconclusive

The foundation of any good testing and optimization program are your hypotheses. A good hypothesis creates a strong framework for analyzing the interaction between your website visitors and your site’s user experience. Your hypothesis delineates your beliefs about your audience, your beliefs about your user experience and your beliefs about change. A test hypothesis should encompass several elements: • An explanation why...

Keeping Up With Travel Marketers in Changing Times

Keeping Up With Travel Marketers in Changing Times Travel is an industry that was once dominated by face-to-face and phone engagement. These days, travelers are increasingly focused on digital, not human, interaction. A successful travel marketing strategy requires understanding the rapidly-changing customer journey from destination inspiration and research to booking to post-stay social engagement. It seems that each day there is something...
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