Data-driven marketing
An interview with Michael Diestelberg, Vice President of Product & Marketing at Mapp Michael Diestelberg studied IT and Computer Science at the University of Applied Sciences of Merseburg in Germany. After his studies, he worked for the IT news portal WinFuture.de and the digital marketing agency Aperto, among others. In 2013, Michael joined the web analytics specialist Webtrekk, where he worked in several positions before he was promoted to Vice President, Product & Marketing. After the acquisition of Webtrekk by Mapp, he became VP of Product and Marketing of the entire group. Now that you know a little more about Michael, let’s jump into the interview: Could you shine some light on the recent customer analytics trends and how centralized data intelligence platforms improve their performance? Improved performance hinges on the ability to truly know customers. It’s time to break away from decisions based on gut-feeling and traditional campaign thinking. Marketing teams have a…
Forrester recently published The Forrester Wave: Cross-Channel Campaign Management (Independent Platforms), Q3 2021, and Mapp was nominated a Strong Performer, achieving the best scores in 13 categories out of 22, including Artificial Intelligence. Read Mapp’s forecast for a deep-dive on what the future of cross-channel campaign marketing will look like and how artificial intelligence is the present and future of multichannel marketing platforms. We all crave human interaction, especially in times of COVID-19. Most activities are limited to home or online, which accounts for any sort of consumption too. But who doesn’t miss being recognized by your favorite barista and being greeted with “the regular?” You want people to know your favorite things, to be acknowledged. In today’s world, this applies to online just as much as to a physical store experience. Places that know your name are the ones that you’ll more likely feel loyal towards. And that is exactly what customer loyalty is:…
As a marketer, you’ve almost certainly had to deal with integrations between different tools within your MarTech stack, some more complex than others. You’ve probably also experienced delays on important projects due to integrations that took too long or were not flexible enough to allow an agile use-case development roadmap. This can be so frustrating. But that’s not all. Next time you embark on a project involving system integrations, you might be afraid of having another bad experience and risk focusing on the wrong thing: placing too much importance on integrating data, when your goal is to devise marketing strategies that the tools themselves should solve. What options do you have to tackle this dilemma? In this blog post we’ll answer this question, starting from the assumption that a customer engagement tool should: Be easy to use, marketer-oriented, and not require specific technical skills Not be distracting; the marketer should…
Customer experience is on everyone’s minds, but how advanced is the implementation process for companies in 2021? Given the eCommerce industry growth of 46% in 2020 due to the pandemic, there is a higher degree of receptiveness to digital communications and a noticeable push towards digitalization. The competition is tougher than ever, and everyone knows that improving the customer experience (CX) is critical to business. This is why Mapp commissioned Forrester Consulting to conduct a survey among 200+ global decision makerson whether and how customer insights are used for CX improvements. The survey was conducted among midmarket and enterprise companies across all industries, including eCommerce, retail, multichannel retail, B2C, and D2C. The Main Challenge: A Lack of Insights The findings come as a surprise, given the topic of customer experience has been hot for several years. Insights are valued but implementing the findings for automated CX improvements is still in…
Unawareness, a blurry strategy, and flawed cookie consent management can easily lead to a gap in your analytics. The risk is an often-irretrievable loss of valuable: actionable insights. In this blog post, I’ll discuss ways of preventing this data loss. If you’d like to find out more about the current status of privacy directives and cookie policies in regard to the GDPR and the ePrivacy directive, you can find my previous blog post “Are Cookies Really Dead?” here. The Solution: Business Insights, Great Care, and Accuracy I’d now like to introduce you to the best approach for implementing Cookie Consent Management. The principle of “data protection through technology” (Art. 25 of the General Data Protection Regulation – GDPR) stipulates for technical solutions to ensure full transparency. This means that the burden of implementation is, unfortunately, passed on to the web business owners and their visitors. However, we see ongoing discussions about…
These days, browsing the internet feels a lot like wading through quicksand. Almost all web applications first ask users for consent on an unmanageable amount of usage scenarios. The reason behind this: honorable intention of global politics – and the European Union in particular – to return data sovereignty to users after decades of unnoticed data collection by countless service providers. In 2018, the European Union enacted a new legislation to protect its citizens’ personal data, potentially affecting every consumer brand worldwide: the General Data Protection Regulation (GDPR). Unlike its predecessor, Directive 95/46/EG, which had to be transposed into national law by EU member states, the GDPR has been directly applicable in all EU member states since May 25, 2018. Why does the GDPR implicate cookie policies? The GDPR was created to enshrine Article 8 of the European Charter of Human Rights,which aims to regulate personal data stored or used by a…