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I believe data protection legislation is good for the advertising industry. Anyone who disagrees should look at the US where self-regulation led to a situation where, when a “do not call” list was set up, three quarters of Americans signed up (most before it was even launched)! Consumers in the US feel they have lost [...]
How marketers measure email is changing and will continue to change. Where we used to look at Open and Click rates, today we are putting in place plans to measure email Lifetime Value. So what is going on? I was reviewing results from a split creative test on a basket abandonment email recently (names removed [...]
With online sales hitting new record highs this Christmas and New Year, email is now proving to be very important as a core revenue driving channel. However, getting it right in order to improve revenue, isn’t as simple as it sounds. It’s all too easy to just send email after email in order to produce [...]
Before working in direct and digital marketing I was a project engineer with Mobil Oil, so I’ve always had a keen interest in how we use technology. In the 1980s most direct marketers were a fairly technology adverse lot. They saw the need for developers and analysts but did not let them out in polite [...]
There has been a lot of noise recently surrounding the new legislation on online tracking and the use of cookies and permission. Marketers must sit up and listen to the potential underlying threat this legislation can pose and consider whether a new approach to transparency and education can head off the threat now and in [...]
It sounds easy – right customer, right offer, right time and more recently right channel. As the meerkat would say… simples! So what’s the problem? Well, in the spirit of answers are easy, it’s the questions that are difficult, let’s start with some questions and challenges. Challenges First customer analytics has become much more complex [...]
I’ve seen a lot of advice recently suggesting that ‘recency is the key’, and all basket abandonment emails should be sent immediately. I find it quite depressing. Individuals giving this advice assume that all customers are the same. Segmentation, customer analysis, research and even good old fashioned ‘thought’ is ignored for the sake of a [...]
Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together. We have seen first-hand the difference this makes to the conversion rate optimisation process and the success of the testing. Why the relationship is so important? There are few who would dispute the importance of testing new [...]
I will continue to be shocked each time a client says “I really want to go ahead with a CRO programme for our website but I need to justify the expenditure… Can you help?” The question is a common one, but it makes me wonder whether the senior decision-makers in that company really are serious [...]
I learnt the importance of structured testing the hard way. Many years ago I was looking at the results from a million pound investment in tests done in the previous year only to conclude the tests were not valid and would mostly have to be repeated. It was not a happy moment. Testing should be [...]
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