We all live in a review culture – why consumer…
Customers are demanding. Consumers expect a good customer experience. What’s more, we live in a review culture – meaning customer experience truly is king. As marketers we need to be able to...
Introducing the value exchange – what marketers need to understand…
In general, most marketers feel that using customer and prospect personal information enables them to deliver a better, more personalised customer experience. Why? Because that’s what data...
Responsible marketing – Using data to put the customer first…
Navigating the European Union's General Data Protection Regulation (EU GDPR) is going to be a huge challenge for marketers. But appreciating the underlying drivers of this new regulation will help...
The changing face of the modern consumer – new technologies…
The below is an extract from #7for17 – seven views on the future of marketing. Click here to download the full paper. With changing regulation and an ever-evolving technology and advertising...
Let’s help consumers, not penalise them: countering the tax on…
We’re always taught that loyalty is something to be encouraged and rewarded. Yet those who stick with their suppliers are likely to be worse off than those who switch. Why is this, and what are the...
Time for marketers to take third-party data seriously – not…
Data is critical to modern marketing. To talk to your customers you need to know them. But first party data cannot tell you everything. Third party data has an important role to...
Customer experience is king – but marketers still struggle to…
According to data from the recent 2016 Digital Marketer Report customer experience is the main priority for marketers but they are still struggling to take full...
Going beyond programmatic: why programmatic is only one piece of…
Programmatic is a cool capability but it's only one piece of the puzzle - read this piece by Matt Dunn on how to ensure you get the most of this smart...
How do we define value and how can we ensure…
Marketers always talk about 'adding value'... But what does that actually mean and are your definitions aligned with those of your customers? In this article Matthew Dunn attempts to tackle this...
Why remembering the individuals behind the data is more important…
As part of our #6for16 series Experian Managing Director Matthew Dunn explains why he thinks 2016 will be the year brands are forced to take customer centricity to heart....
The true numbers behind personalisation – state of the nation
Personalisation is a key technique for making customer journeys more relevant and tailored. In this article Matt Dunn digs into the numbers of personalisation from our recent report - who's...
What is progressive profiling? How it works and best practice
Progressive profiling is a method of gathering customer data in small increments to avoid damaging the customer journey. Read on for an explanation and best practice guidance from Experian's very...