Profile: Clive Gosling is Head of Consulting with Experian's Marketing Services division and brings both the real world practicalities of day to day business and the in depth customer intelligence Experian can provide to a seamless business solution that is both achievable and profitable.
If you have attended any of the numerous digital conferences and exhibitions this year you will have noticed that attribution is the hot topic, as was the case with web analytics, SEO and PPC in previous years. But one area that is often overlooked is how a good segmentation strategy can be used in your online acquisition and optimisation strategies.
There is a well trodden customer strategy within many businesses: get them on board early and keep for them for life. Simple really, except that the two fundamental strands are now harder than ever.
Over the past few years there have been many changes in the workplace. Some of the obvious ones have been a reduction in headcount and fewer people having to do the same amount of work. One that has also crept in is the need to examine every penny spent with a microscope.
Many organisations strive to be customer-centric, putting their customers at the heart of their business. Indeed recent research from Experian highlights that 43% of consumers will buy more from a brand that understoods them and their engagements and treats them accordingly.
The cost savings of online marketing over direct mail may not be as big as you think.
Acquisition budgets have been migrating online for a number of years now. Double digit year on year growth, relatively cheap media and real time optimisation have made the transition somewhat inevitable. Certainly I was one of those quick to prophesise the demise of offline channels like direct mail.
Loyalty schemes aren’t right for every retailer, but the rich customer insight they can provide is.
In theory loyalty cards provide retailers with an incredibly rich source of consumer data, allowing them to promote customer retention, avoid wasted generic marketing spend and engage with the most lucrative customer segments.
This article will discuss how brands can leverage existing segmentation as part of their online acquisition strategies providing 5 key recommendations for putting segmentation at the heart of online acquisition. First though it’s worth explaining why existing segmentation isn’t used in online acquisition strategies.
2012 is now well underway, and many businesses are now getting to the sharp end of some serious planning ready for the new financial year to come. One fundamental change I saw in client activity during 2011 stood out in particular and thoughts turned to how this could translate into the year ahead for many others.
So what was this change?
