The use of Artificial Intelligence (AI) in marketing and sales has been around for many years now. It is probably best associated with Amazon, which attributes 35% of its revenues to the AI recommendation agent it developed 8 years ago. Machine learning, related to AI, is an algorithm that automatically learns from data and applies …
Author: Michelle Daniels
How to avoid Apple’s IOS15 affecting your email campaigns’ effectiveness
With Apple owning nearly 46% of the mobile market now, plus their new IOS15 changing the way people can be identified in email campaigns, companies are having to reconsider how they monitor campaign performance for a true indication of response. How IOS15 is affecting email marketing The IOS15 impacts the measurement of email campaigns in …
Creating a usable marketing database for today’s complex multi-channel world
Customer Data Platforms (CDP) vs Single Customer View (SCV) When trying to better understand their customers and improve the purchasing journey, businesses are often overwhelmed by the volume of data available. This includes data collected from different marketing channels (digital and offline), their sales systems and their customer services operations. Why the need for a …
Our key takeaways from the Epsilon Abacus Insight Day
It was a great day on level 42 of the Leadenhall Tower (aka the cheese grater) last month for the Epsilon Abacus Insights Day. For the unfamiliar, Epsilon Abacus is a premier data cooperative for catalogue and multi-channel retailers. There were informative talks from Epsilon and their digital and US sister companies, as well as …
How to use data to improve your customer experience
The experience a customer attributes to a business or brand comes from all the different interactions or ‘touchpoints’ they have with it. These touchpoints can include the business or brand’s website, online ads, TV/press ads, social media, emails, customer service team interactions and store visits. Together each part forms an overall impression of whether the …
How to embrace data-driven marketing decisions in your business
For anyone working in a business intelligence or analytics role, the value of data to drive decision-making is rarely questioned. Sometimes though it can be tough to convince stakeholders who would rather go with a gut feel, if they can’t access reliable data quickly. A key objective of any marketer is ensuring there is positive …
Google Analytics 4 (GA4) and why your business needs to act quickly
Many businesses currently use the Google Analytics Universal version to evaluate the effectiveness of their website(s) and understand visitor behaviour. Change however is afoot as Google has announced it will be phasing out this popular product in July 2023 in favour of the new Google Analytics 4 (GA4). To ensure businesses can still access the …
Building customer trust in the way your organisation manages data
Even though GDPR has been around for 4 years, many customers still need to be convinced that companies are handling their data carefully. Customers are savvier to the use of their data which is why more are applying ad-blockers, unsubscribing from emails and not giving consent to marketing communications. More recently the banning of third-party …
How to cope with the demise of third-party cookies
Back in 2018 we spoke about the impending GDPR legislation and how it would impact cookie tracking on websites, potentially losing valuable insight around consumers’ online behaviour. Four years on, the GDPR legislation has been enforced and we have also seen the demise of 3rd party cookies. This is due to the likes of Apple, …
Season’s Greetings
Thank you for all your interest and support over the past year. If we can help in any with your data and analytics projects in 2022, please do get in touch. Wishing you a wonderful festive holiday. Howard and The Fusion Analytics team
