How Do You Maximise Your Site’s Experience Optimisation Efforts?

In a race to gain competitive advantage and improve visitor experience, website optimisation has proliferated in the past two years as companies try to ensure that their digital properties are as effective as possible. Optimisation is no longer just the ‘button testing’ of earlier years – it’s become much more sophisticated. Now, with a well-developed optimisation strategy, a wealth of information...

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...

To Protect and Serve: Optimisation Solutions Must Take Security and Privacy Seriously

Optimisation solutions sit between your content and your users – invisibly collecting information and serving content that defines the customer experience. That places a great deal of responsibility on the optimisation vendor to protect the integrity of the relationship you’ve established with the user in the first place. This is especially important when you test behind the login, within a...

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...

Four Benefits of Machine Learning for Marketing

Webtrends CEO Joe Davis recently added his voice to the discussion surrounding machine learning in the article, “Four Reasons Marketers Should Be Excited About Machine Learning.” He outlines these four key beneficial machine learning characteristics for marketing: Massive data input from unlimited sources Machine learning has the ability to consume virtually unlimited amounts of detailed data to constantly review and adjust your message...

How to Build a Financial Services Optimisation Team

Financial service organisations are constantly seeking the greatest return on investment (ROI) from each touch point and channel in their customers’ journeys. The rapid maturation of digital optimisation – content and experience testing or behavioural targeting – offers reliable and consistent improvement in customer experiences. For financial organisations that constantly work to improve their relationships with each customer, client or member,...

How Travel Marketers Can Use First-Party Data to Improve Conversion Rate

For anyone who has attended the Phocuswright Conference, you know how fast-paced it is. Technology companies attend the conference to showcase their innovations within the travel industry, often with the goal of gaining both visibility and funding. These companies range from bootstrapped start-ups to the largest players everyone knows. For attendees, it’s a rare chance to see the next generation...

Path to Personalisation: Your First 9 Steps

Look at 10 different marketing blogs and you’ll see 10 different recommendations on how to embark on your personalization journey. We happen to like this validation because it places the customer first and at the center of our marketing efforts. So we’re going to put in our two cents as well and add a few use cases and questions to...