UPFRONTS
46 per cent of consumers say they’d consider not shopping with a retailer again if they KEPT SENDING them IRRELEVANT marketing messages
In 2016, 50 per cent of UK
RETAILERS started their Christmas marketing campaigns (encompassing Black Friday) in AUGUST or earlier. Source: ChannelAdvisor
GDPR: What’s Next?
The implementation of the GDPR is looming, and companies across Europe are taking a good look at the way in which
they store and use their customer data, making sure they are compliant for May 2018.
being placed in the hands of the consumer regarding how their data is accessed, stored and shared between companies, brands must make sure there are no potential misconstructions in their communication with their customers. Ben Jackson, managing
director EMEA, Gigya, says: “Brands need to make sure that the value proposition is really clear: if you share this data with us, this is what we’re going to do. You need to be very explicit in terms of the user interface, what data you are collecting and what you intend to do with it as well.”
brands and voices are competing for attention in the Christmas ads season, for the #StopFundingHate campaign to successfully hijack 11 per cent of mentions of the John Lewis campaign is
Jackson also reminds With consumer
concerns surrounding data privacy at an all-time high, transparency may be the simplest solution to maintaining a good relationship with your customers, and soothing fears they may have of unrestricted through the digital ether.
apparent momentum, it’s no surprise that a politically conscious company like Lego felt compelled to take action,”
us that relevance is key: “unless you’re getting good data, data that people want to share and want you to act for them […] you’re going to put up a barrier by giving them a creepy experience rather than a value experience.” Consumers may be uneasy about the way their data is used by businesses, but my communicating clearly, by maintaining a relationship based on mutual engagement and knowing what your customer wants, marketers can help to allay these fears while keeping ahead of the changing data laws.
PREDICTIVE DIGITAL
DICTIONARY
Predictive analytics the chance to their pre-existing data. Marketers and anticipated Khandeparkar, senior data analyst at RedEye, is this predictive already exist in sales forecasting sheets. “In order to
a predictive
good data. Predictive
analytics looks trends that do not really exist, predictions that are incorrect.” While predictive
analytics is not a
Millennials are four times more likely to SHOP FOR
GIFTS on their mobile phones than OLDER consumers. Source: Signal
THE
7 issue 29 winter 2016
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