Why a centralised approach to decisioning is not necessarily the best for marketing. Read on to learn more about: The three key types of decision in digital marketing The pitfalls of centralised decisioning Common tensions between Marketing and IT The advantages of taking a
Part One of our two-part look at the data technology required to support modern customer experience programmes. Marketing technology is a hot discussion topic at a senior level in most enterprises, particularly between CMOs and CIOs. A common question that
How a scientific approach to web personalisation can deliver significant positive returns for marketers. Learn about: * The differences between a traditional marketing approach and a scientific approach * The common pitfalls of deploying web personalisation programmes * How Customer Data Platforms can
Email Marketing and AdWords for the first time made it possible for Marketing to measure the effectiveness of marketing at an individual level and to calculate true marketing ROI. Find out why your organisation must own its marketing
Everyone’s talking about the power of ‘BIG’ data to drive a better customer experience and add relevant personal touches to marketing campaigns, but some large enterprises are struggling to grasp this opportunity.
As the need for Customer Data Platforms (CDPs) in the marketing and digital gains more attention there’s an increasing number of CDP vendors and platforms coming onto the market making claims about the ability of their offerings. With so many
Marketing technology is both a benefit and a burden. It’s full of promise, if you can get it right. But it can also keep you up at night, because you just can’t seem to get it all to hang together.
Over the past months, several of the major marketing cloud vendors have announced either the availability or development of their own customer data platforms (CDPs). For some, this represents a major change of position. They’ve moved from questioning the need
Mining your own data for marketing insights that will increase sales is essential if you want to stay competitive. Do it right and you have an almost-unfair advantage over your rivals.