ECONSULTANCY UK marketers eager to capitalise on data


pooling A new Criteo study has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. Meanwhile, for UK marketers looking to boost multi-channel CX and


sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals. UK marketers also appear much more eager to capitalise on pooled


data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.


Ad fraud predicted to be at peak in Q4


According to White Ops, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses. Analysis of last year revealed that ad fraud spiked to 13.5% between


October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.


Halloween generates 260% spike in


online traffic New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas. People are said to start planning their costume about six weeks


before Halloween, with increased page views for costumes starting around the third week of September. Black Friday and Cyber Monday see the next largest spikes after


Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.


34% of APAC consumers visit Amazon


each month Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.


Globally, 75% of digital consumers are now purchasing at least one


product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China.


Only 8% of consumers pre-order new


products After pre-orders of Apple’s iPhone X sky-rocketed, HotUKDeals investigated how consumers spend on newly-launched products. Interestingly, just 8% of British consumers say that they usually


pre-order new products, while 53% say that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product. Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.


Mobile consumers more willing to engage


during holiday season Finally, a new study by Liftoff suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January. Research found that last December, acquisition was at a low of


$54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.


www.Econsultancy.com (@Econsultancy).


Nikki is a writer at


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