Data-driven marketing

Do you like cookies? Well, of course, everyone does. Now imagine that you’ve got bitten by the “Cookie Monster” and get the Cookie Curse. The only way to go on with your life, work, and productivity is by continuously eating cookies. You can’t get enough of them, and now you need to store plenty of them. To store your cookies, you partner up with a cookie bank (because its service is free of charge). But the catch is you don’t get to own the cookies. The rules are simple: you can eat them whenever you want, but you can’t take them with you. You can’t even change your cookie bank without losing them, and you’re left in the dark about what the actual bank does with them. Will they resell it? Or worse, what if they start eating your cookies to try to perform as well as you? Ok, let’s

Data literacy has become the modern marketer’s superpower. Countless case studies show the benefits and rewards of data-driven marketing. The Economist survey also found that 36% of company leaders saw sales/marketing had the best performance in using data-driven insights for strategies. But data isn’t exactly an easy “language” to understand – unless you’re a data expert, of course. To overcome this, the tools in your MarTech stack should help marketers work with customer data easily to learn about the customer journey. By getting a single customer view of their behavior and interactions with your brand, you can tailor your loyalty programs with personalized and engaging content. This helps grow customer engagement, conversions, and customer relationships with your brand. Marketing-friendly solutions that help you unify, structure, and make sense of your data can be a great solution to the data literacy gap. But with limited budgets & resources, you need to

Ad spending in the financial industry is growing at a rate of almost 10% annually. The financial and insurance industry is the second-biggest spender, only overtaken by retail/eCommerce. But financial service providers are moving on thin ice. When it comes to customer acquisition and personalization in these sectors, there are some common traps marketers can easily fall into. Building trust to grow customer relationships is essential to stand out against competitors and fast-growing FinTech firms. CX gone wrong leads to very abrupt abandonment. After all, you’re dealing with the most delicate topic of all – personal finances. The most important influencer for finance customers is trust, which is why businesses need to set relevant KPIs that help measure their trustworthiness and engagement through the CX experience they provide (drop-offs, time spent on page, conversions, and more). CX is already trumping cost when it comes to choosing vendors – and yet

We’ve all got a short-attention-span – around 8 seconds to be exact. Consumers are spammed by marketing, media, and content by being surrounded by tech. Now it’s becoming harder for businesses to capture their attention and keep it long enough to acquire a sale. Your omnichannel strategy helps you to appear where your shoppers are and they’re probably noticing you hanging there. But you might be losing their attention because you’re using irrelevant content at the wrong time. To help, we’ve summarized key points from Increasingly’s webinar with Mapp, Space48, Metapic, and Wavemaker to help optimize sales, with some extra insight from our Mapp Expert, Mark Tucker! TABLE OF CONTENTS What customers expect from brands What the customer journey looks like now How effective are offsite channels for short-span-attention shoppers Why onsite optimizations are better in keeping shopper attention 100 free tactics to improve your marketing CUSTOMER EXPECTATIONS ARE AT…

It’s official: Google’s closing the curtains on its Universal Analytics (U.A.) tool. For many businesses, Google’s U.A. has been superb especially as it came at no cost at all from their marketing budgets – or at least that is what it said on the price tag. But as the sun sets on Google U.A. and pushes you to GA4 as they move to a privacy-first approach having encountered some EU privacy challenges, should you stay or go to a Google Analytics alternative? Now’s the time to really think about the actual price you’re paying for the long term, especially as 68% of businesses would like advanced analytics/insights built into their CDP platform. There’s only one thing you need to be Google-ing: “Google Analytics Alternative”. Table of Contents What is GA4? What Free Analytics Actually Costs You Why You Need a Google Analytics Alternative Mapp Intelligence: An Overview WHAT IS GOOGLE…

With third-party data quickly disappearing from marketers’ radar and customer acquisition becoming increasingly expensive and difficult, experts are now rightfully focusing on data from their customer base to grow revenue. The first-party data deriving from those purchases is reliable, only available to their business, and past interactions with the band have already led to buying in the past. But how can companies cut through the noise and make sure their message is being heard? The answer is through a Customer-Centric Culture.  According to Gartner, this is “the ability of people in an organization to understand customers’ situations, perceptions, and expectations.” And by using customer data it surely pays off in creating a pleasant customer experience. In fact, over 63% of U.S. consumers would share more information with a brand that can offer a great experience. Customer Centricity: What Does It Mean to Be Customer-Centric? A customer-centric mindset puts the customer at…

In our last Winter Update, we decided to add a spark to customer segments and launched our Topics of Interests feature. This blog post gives you an overview of the benefits Topics of Interest bring for your business and why you should start using them right away for your marketing communication.   Do You Like Burgers? Let’s See Which Contacts in Your Database Also Do! User segments can be based on countless parameters – be it location, buyer history, channel, etc. Now you can add a new element to that list – Topics of Interest. These let you type in a topic and Mapp selects the audience that has previously shown interest in it. And because that alone is not enough, we added a spark of AI to make things a little more interesting and, most importantly, more precise. It even helps you to find content that’s similar to the…

It’s official: data-driven marketing is in, gut-feel marketing is out. As marketing budgets are being slashed, you’re expected to cut through the noise in every marketing campaign while trying to reach more consumers at a low cost. The customer experience constantly needs to be optimized and hyper-personalized to gain hard-earned consumer retention. With so much on your plate, a data-driven strategy helps you leave gutfeel thinking behind and take insight-led action that brings results.  Table of contents What is Data-Driven Marketing? Why should you adopt Data-Driven Marketing? What makes a Data-Driven Marketing strategy? What is Data-Driven content? How can you become a Data-Driven Marketer? Gather & access your big data on the same platform Download our free digital guide The days when marketing was about trial-and-error (because of limited and unreliable data) are long gone. Data and analytics have been a marketer’s aid for a while now, especially in digital…

Heard of customer journey mapping? When understanding the digital customer journey, it’s super useful in getting to know your customers and the steps they take with your brand. As a marketer, you’re left with a challenge to ensure you’re delivering a consistent, pleasant customer experience across different stages of the customer journey. But how can you keep on top of all your digital touchpoints and channels? Visualizing these paths in a customer journey map helps you and your team identify key areas that need improvement to make informed optimizations that create a smooth customer experience. Not sure where to start? We’ve broken this down for you in our complete guide to customer journey mapping! Table of contents: What Is A Digital Customer Journey? Why Is A Customer Journey Map So Important? Digital Hugging and Immersive Experience How Do You Create A Customer Journey Map? Recap: Getting Your Digital Customer Map…

Do you have everything set up for the upcoming Black Friday and Cyber Monday shopping week? Despite the uncertainty caused by the COVID-19 pandemic, 2021 looks set to be a big year for end-of-year shopping. With shopper confidence at a new peak after the challenges brought by the pandemic, there is a fresh vibe in the air.   Black Friday As Opportunity  The European eCommerce revenue across Europe jumped up 30% to a record $465bn in 2021, a number that is projected to reach almost $570bn by 2025. As companies shift more and more towards digital, eCommerce brands improve their customer experience and shopper preferences continue to develop. Companies are learning fast how to utilize cost-effective digital features and online channels for customized shopping experiences. Like every year, retailers will be wondering if they are doing enough to activate consumers for Black Friday and the Golden Quarter. Often, the answer will…