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What is Customer Experience Management, and Why is it so Important?

The COVID-19 pandemic has changed the ways people engage with brands and how they expect brands to engage with them. Brands that resist this new reality will suffer, but those that manage these increasingly more digital experiences stand to benefit greatly. “Sometimes you want to go Where everybody knows your nameAnd they’re always glad you cameYou want to be where you can seeThe troubles are all the sameYou want to be where...

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Healthy Competition: An Argument for Third-Party Data

Few, if any marketers, are measured on the amount of data they have. The vast majority have goals around winning customers, keeping them happy and generating revenue. Focusing on these goals is how they beat the competition. Competition is important. Recently I called a friend during the closing minutes of a Champions League match; I was calling from the US so I could be forgiven, surely.  A supporter of neither team, my friend was...

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Identity in the Big Data Age

Cast your minds back fifteen years to the start of The Bourne Identity. Matt Damon is floating in a vast and stormy sea, adrift without any recollection of his past. He is plucked out of the waves by crew on a fishing boat, who nurse him back to health and discover vague, coded clues to who he really is. And that kicks off his journey. In many ways, this is how customers used to be, for many brands online and off. Someone would show up...

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Data, Too Small a Word for Something So Big

Her Majesty Queen Elizabeth II recently stated in her Queen’s Speech ahead of the new Parliament that, “A new law will ensure that the United Kingdom retains its world-class regime protecting personal data, and proposals for a new digital charter will be brought forward to ensure that the United Kingdom is the safest place to be online.” Data is a major part of government policy, of national interest and of course, international...

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The Analytics Wonderland

Let’s start with a stat which should warm the cockles of any weary data marketer’s heart. According to a recent survey, some 96% of senior marketers consider improving their data analytics to be a significant challenge – it is. The same survey found that four-fifths of them consider making significant inroads into improving their data analytics capabilities to be a big priority for the next two years, to stop their businesses...

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The data monetization dilemma

It’s time to face facts. Data has value, you know it, and I know it. With economic turbulence not likely to settle any time soon nor, for that matter, the rate of innovation in our industry, businesses have to be ever more creative in making money with their assets and one of the fastest appreciating is customer data. The value a brand’s data has to another or to an intermediary like Acxiom who can help them monetize it is now...

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What’s not to like? Lazy marketing.

In 1979, Gary Numan’s Tubeway Army asked ‘Are Friends Electric?’ and today I can answer their question, ‘No, no they’re not, but they are annoying at times.’ We all know the phrase ‘You can choose your friends but you can’t choose your family.’ That’s true, of course, but my advice to  younger readers, or those looking to swap out a few friends that may be annoying for reasons you don’t fully understand, is to...

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Prospect Marketing – One of the Dark Arts?

Some things really infuriate me. And, from a business point of view there are few things that infuriate me more than seminars where, it seems the world is full of perfectly logged in customers, where we marketers know exactly who we’re dealing with and when all we need to do is to just use that data wisely, with some badass new tech and customers will be happy, stay loyal and parting with their hard-earned cash to keep the rest of us...

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A Festival of Integrated Marketing: Amateurs and Pros In Sync

Every year for the past 5 years I have attended a medium-sized festival in Keswick, a small-sized town in the Lake District, where England keeps its big-sized mountains and lakes (though admittedly modest-sized by international standards). In this beautiful setting there is great music, fancy-dress fun and a huge range of craft beer. It has a lovely atmosphere and the sun always seems to shine, which is highly irregular for anyone who...

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Let Me Tell You A Story

When I was a boy, every night in bed, a ladybird would tell me a story. They’re some of the clearest and fondest memories of my childhood. Yes, Ladybird* books, for those in the U.S. these are a popular children’s book series in the UK.  This series covered illustrious subjects I was fond of such as ‘Shipbuilding’, ‘The Policeman’** and ‘Flags’, but were best known among my generation for their superb telling of...

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Scaling Marketing’s Big Rocks: The Last 3 Come Tumbling Down

Last weekend I had the great pleasure of introducing my two boys to a duo almost as fantastic as they are, Gene Wilder and Richard Pryor. The joy I got from watching them roll about laughing to the underrated comedy that is See no evil. Hear no evil made my weekend. There’ve been many great Hollywood duos over the years as well as sporting duos and less famous ones in business, but in this story, the fact that one is blind and needs...

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Scaling Marketing’s Big Rocks: Big Data, Big Deal

The X Factor is a global phenomenon driving fundamental shifts in entertainment and the music industry. Some love it, some loathe it. That’s a big argument right there but something I loathe is the fact we seem to have lost the generic term ‘X-factor’ to it. There are many occasions when I’d like to use that phrase and I hesitate and, now, just when I’m used to the term Big Data, it seems this too as a term is under...

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Scaling Marketing’s Big Rocks: Silo Can You Go?

This title works on a number of levels. If you read it while rhyming with the Ludacris song ‘how low can you go’ then the question implied is ‘just how siloed have we or can we become? However, if it’s more like a request, asking silos, ‘can you go’ then it speaks to the quest we all seem to agree to, have done for well over a decade and have failed spectacularly to achieve! In today’s edition of scaling marketing’s big...