As this new CTV paradigm takes hold, some advantages emerge. Traditional cable operators can only track the number of views and viewer location, which is not the richest set of insights in today’s consumer markets, where individualisation is a must-have. OTT platforms perform much better in gathering data in terms of both quantity and quality. […]
Adidas, Uber, Airbnb, Walmart and Sephora have achieved growth in customer base and spike in ad effectiveness with lookalike audience targeting. The process lets a brand dissect its customers to spot common characteristics and reel-in previously unreachable high-quality customers. Airbnb, the leading online marketplace for short-term homestays, collects a wide range of user data, including […]
Netflix, Amazon, Uber and Facebook have used KNN for personalised marketing, clustering, segmentation, and predicting customer behaviour. Measuring distances between data points, the algorithm helps recommend items to customers based on their purchase history An eCommerce store worth it’s salt is always good at one thing – recommendations. A crucial psychological strategy to hold your […]
Auto dealerships and car salespeople notoriously have dealt with a bad rap. However, most of today’s dealerships and sales teams are about customer experience. Dealers know their reputation matters more than ever to keep consumers away from their competitors online and down the street. Since the pandemic started, auto dealers have made great strides in […]
Disconnection between platforms and systems results in inefficient marketing campaigns, poor data management, and dull customer experiences. Martechvibe spoke to Jeremy Swift, CEO and Co-founder of Cordial, about how to deliver cross-channel experiences that impact both the consumer experience and the bottomline. Fortunately or unfortunately, consumer behaviour doesn’t move in a straight line, says Jeremy […]
Competitive intelligence (CI) is the process of gathering and analysing information about your competitors, industry, and market. It allows companies to identify opportunities, threats, and risks; and make informed decisions to stay ahead of the competition. Companies that track their CI see a 60% increase in leads by reframing their position in relation to marketing […]
Contextual targeting has helped brands meet their ideal customer across the world Google announced phasing out of third-party cookies in 2020 over mounting piracy concerns. However, it has been delayed, still awaiting implementation as of September 2022. Marketers have loved every bit of this cookie as it helped them track users and customise their browsing […]
Marketing leaders may be thrilled about generative AI. But to find enterprise applications, it has a way to go in offering more control and curation. Martechvibe asked three experts about what is in store for the future of ChatGPT There is plenty to celebrate with ChatGPT. If it could make Google launch a nervous response […]
Cohort analysis can spot the exact juncture in the user journey where users are skipping out. The user journey can then be streamlined to make them stay longer The key to any great customer retention strategy is building a true relationship with each and every customer. One way to understand if you’re creating relationships that […]
Changing customer behaviour and pressure to increase efficiency are leaving banks with no option but to use digital tools, says Thom Kokhuis, Head of Conversational Banking of Rabobank. In banking, automatic speech recognition is now becoming pervasive. Merging voice interaction with digital touchpoints plays an important role in customer interaction; it changes how consumer relationships […]
