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Category Archives: Customer Data

Attribution – getting the balance right!

By Joel Nicholson, Marketsoft The challenges… Do you sense the debate amongst your marketing team on attribution is in a never ending cycle? Or do you find sometimes keeping attribution simple works and yet sometimes it is too blunt or uninformative? How much impact is the plethora of emerging digital channels having on complicating your

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Why your CRM is crying for help!

By Joel Nicholson, Marketsoft The Challenges… Have you ever been initially sold that the new CRM will be “the” solution for our targeted campaigns moving forward? Are you looking to automate customer segmentation from data that only resides in the CRM? Do you have good visibility of exactly what data is in your CRM and

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The magic of data science

By Joel Nicholson, Marketsoft The challenges… Does the name conjure images of either laboratory geniuses sitting in top secret Russian military bases or a scene out of the Minority Report of futuristic technicians swiping three dimensional visualisations of data and charts?  What ever the image you have, the definition of data science is wide and varied.

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Why isn’t direct response thinking working in digital channels

By Joel Nicholson, Marketsoft The challenges… How is customer acquisition via digital channels performing in your organisation?  Are there some channels such as SEO and key word advertising that are driving consistent leads, yet other channels such as retargeting banner ads achieving very little? With the proliferation of digital channels to hundreds of options, are

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Why isn’t direct response thinking working in digital channels

By Joel Nicholson, Marketsoft The challenges… How is customer acquisition via digital channels performing in your organisation? Are there some channels such as SEO and key word advertising that are driving consistent leads, yet other channels such as retargeting banner ads achieving very little? With the proliferation of digital channels to hundreds of options, are

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Securing Data Vital to Personalized Customer Experiences

By Andrew Kenney, Smart Data Collective Personalization, the killer user engagement feature, is built on trust and data security. User data, displayed on websites and available through secure APIs, is the new pivot for enterprise IT that will drive the evolution of security practices and customer engagement in 2015 and beyond. However, in an age

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