customer insight

It is now the top marketing metric, but what does “customer satisfaction” mean? – Econsultancy

According to a study conducted by the University of Technology Sydney (UTS) Business School and published in the Journal of International Business Studies, customer satisfaction is now the most important marketing metric today, influencing over half (53%) of all marketing mix decisions. UTS Business School researchers looked at over 4,000 marketing plans from more than …

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Four reasons to start mapping your customer journey – Econsultancy

The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels. For marketers, creating a consistent customer experience in this context is a big challenge. As a result, ‘customer journey mapping’ – which is a visual representation of every interaction a customer has with a business …

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A day in the life of… the founder of an intelligent journey orchestration platform – Econsultancy

Tomas Salfischberger is the founder of Relay42, an intelligent journey orchestration platform built for AI-driven customer journeys. Econsultancy caught up with him to find out how he came to found the company, how he stays on top of things while travelling the continent, his favourite examples of personalisation in action, and his advice for marketers …

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What type of market research study should you be undertaking? – Econsultancy

According to Econsultancy research, 60% of brand marketers believe that proving marketing effectiveness is more important now than it was two years ago. With the rising importance of data-driven marketing, market research is one way that marketers can make more strategic decisions, helping them to create products and services that fully meet customer needs. From …

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Which CX metrics to add to your marketing KPIs

Metrics are your marketing scorecard, which is why you need to ensure you’re tracking the right ones Metrics are the ‘scorecard’ of your digital marketing work. When these metrics, also known as key performance indicators (KPIs), are moving upwards, you’re winning the marketing game. When they’re trending downwards, you’re on the losing team (at least …

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4 must-have features for your customer listening platform

Customer listening is now essential Ever talked with someone who doesn’t seem to listen to you or let you get a word in edgewise? Pretty annoying, right? The same is true in digital marketing. In order for you to market and, ultimately sell better, you need to listen as much as you talk. Only then …

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Recruiting niche demographics for user testing (without asking an agency) – Econsultancy

When conducting user testing, recruiting the right people to test your product or website is all-important. No matter how much thought is put into the other aspects of user testing, or how well-executed they are, the data you get won’t be useful if it isn’t coming from your desired user base. But getting hold of …

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How to get the dreaded pop-up right (& capture precious customer data)

For ecommerce marketers, the golden goose of customer data is obtaining the all-powerful email address. This digital ID of the modern consumer not only offers the opportunity to engage the shopper with email marketing. It also allows you to connect the browsing history of a previously unidentified shopper and to act on it across channels …

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A day in the life of… a neuroscience marketing consultant

Marketing in 2018 is increasingly scientific and data-driven, with an emphasis on research and testing, hard quantitative data, and incorporating skills and techniques from scientific fields. Few people know this better than Aoife McGuinness, who is a neuroscience marketing consultant at behavioural communications agency HeyHuman. Econsultancy caught up with her to find out about a …

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Why companies need to be careful about CLV scores

Companies are increasingly using data to manage their customer relationships on a customer-by-customer basis. As detailed by The Wall Street Journal, some are now going so far as to assign scores to customers. In many cases, these scores are based on an estimation of customer lifetime value (CLV), a metric that a growing number of …

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Successful companies more likely to say marketing function “owns the customer” [stats]

In an increasingly customer-centric world, having the ability to capture and analyse insights about customers is absolutely critical. This makes the way that organisations approach, handle and integrate customer data increasingly crucial to business success, and particularly marketing success. ‘The Customer Data Imperative’, a new report by Econsultancy produced in partnership with SAP Customer Experience, …

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