customer insight

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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