Most senior marketers will claim that an analytic based data-driven approach is table stakes. And they’re right. Marketers have access to more information than ever before to inform and improve the customer experience. And while being able to measure and analyze data is a keystone to effective strategy, there is a point at which being too reliant on data can hurt.
Too often, marketers are using multiple platforms but their tools are siloed. How do you work through that and bring together the tools you need in order to reap the benefits of customer analytics? In this week’s coffee talk, our CEO Michael Caccavale helps unravel the mystery of omnichannel integration.
We’ve all done it: on the train, in the waiting area, enjoying a cup of coffee and browsing our phones. Then we go back to our desktop (or laptop) to make a purchase. According to the Accenture Seamless Retail Study, we’re not alone: 91% of shoppers find the experience of shopping in a physical store to be “easy or very easy” while only 32% of consumers shopping via mobile feel the same way. So why the disconnect?
Whether we’re out to lunch or window shopping, mobile is playing a bigger role; it’s more than a distraction from your date or vibration in your pocket. It’s our tether to the world – from text alerts and app-driven push notifications to mobile-enabled websites and social media streams. And more often, it’s an up-sell being added when we agree to have our receipt sent to our email or our phone.
The appeal of automation makes sense: in a time where marketers are held to high standards and spread thin across an increased workload, anything you can set and forget is a welcome time saver. What companies didn’t predict, though, was how much time is attached to establishing automation. And while there are risks involved in automation’s perceived easy button, companies are still embracing it in droves. So how do marketers keep from blowing it?
In today's Facebook and Google Ad Sense generation, where many a content experience is dictated by what you like, search for and click on, brands that aren't completely optimized at every touchpoint are now in perilous danger of becoming the dumb bouncer in a movie, blocking a consumer from a desired experience.
As privacy has become more of a buzz word among consumers – from viral Facebook posts regarding privacy settings to full-on doomsday preppers – marketers need to be dialed in to make sure their messages resonate, while meeting client’s privacy concerns. In the end, marketers want to be the singing telegram that shows up at the start of the birthday party, not the roofing company who shows up asking for referrals at dinner time the day before the kid’s school vacation week. Here are a few things to consider:
With a lot of predictions pointing to an emphasis on ROI, 2013 stands to be the year that marketing analysis gets a facelift. CMOs are looking for more results and analytics to prove the value of their efforts. And the world is moving quickly so there’s pressure to keep up.
