Customer Touchpoint vs. Customer Journey
Focusing on journeys rather than touchpoints demands a cultural shift from your business. It involves putting customers’ requirements and preferences first.
Brand Trust and the Importance of Being Earnest
Brands offering a clear value exchange - we will collect THIS data and use it in THIS way to give you a better experience - will see their brand trust levels increase.
The Problem with Conversion Rates
What this doesn’t tell you is WHY they dropped off ...
First-party Data Vs Earned Data: What’s the Difference?
Rather than simply collecting data, Earned Data comes from a two-way conversation, where every interaction and every piece of data collected contributes to the overall audience journey.
First-party Data Vs Earned Data: What’s the Difference?
Rather than simply collecting data, Earned Data comes from a two-way conversation, where every interaction and every piece of data collected contributes to the overall audience journey.
What to Ask when Selecting an Audience Engagement Solutions Provider
Audience engagement mechanics should not only use existing customer data to recognize and personalize each individual engagement journey, they should also gather that Earned Data in real-time and adapt each repeat visit accordingly.
Building Customer Engagement Beyond the Conversion
Leveraging rich data sources that allow your customers to express their preferences, rather than implied preferences through behavioral data or similar, will generate richer data sets to glean more reliable insight.
The End is Nigh for Surveillance-Based Targeted Advertising
If at the heart of your marketing lies clickstream and third-party data, any connection is likely to be forged through interactions at a customer service level rather than from the very outset - which is what earned data achieves and builds.
Why Investing in Consent and Preference Management Is Vital in 2021
The future of data collection will focus on earning consented data from consumers directly. Rather than web scraping, it will be more transparent. That’s a good thing!
Could Google’s Cookie Plans Be Crumbling?
Google says the new tools will better protect consumers’ privacy, but some fear they’ll actually shut out competitors and create a walled garden.