Between 2012 and 2013, Twitter’s fastest growing demographic was between ages 54 to 66, growing at 79% (Buffer, 2013). Women make up the highest percentage of gamers (IAB, 2014), while sub-Saharan Africa is now the world’s largest mobile technology market (Gallup, 2014).
These statistics fly in the face of conventional wisdom about consumer behavior.
According to Gartner 89% of companies expect to compete on the basis of customer experience by 2016. Let’s think about what that means by talking about what it doesn’t. Price competition. That isn’t to say prices aren’t expected to be fair--it means that price is no longer the deciding factor when we choose where to make a purchase. In fact, a survey done by American Express found that 7 in 10 Americans would spend more with companies who they believed provided an excellent customer service.
In the last decade, the cost of storing data on disk has fallen by something like a factor of 10. As a result, the traditional approach of storing pre-defined fields in a database is being supplanted by a “record everything” model.
However, the ability to collect data on such a large scale is a double-edged sword.
Last week Qubit hosted a roundtable with some of the travel industry's leading experts and practitioners. The aim of the discussion was to unpick some of the biggest digital challenges facing the online travel industry. Attendees included Richard Singer, European MD of Travelzoo, CEO of Onefinestay, Robin Frewer, Director at Google and Greg Marsh the CEO of Onefinestay. The table was moderated by Lee Hayhurst, the Head of News at Travel Weekly.
This is not a blog post telling you how to run a perfect A/B testing campaign. This is a blog for the stretched marketer: with not enough time, money or resources at their fingertips. Inspired by Melanie Kyrklund, who has run multiple A/B testing campaigns at Staples, we offer you some useful tips for getting your A/B testing off the ground.
In a world where smartphones are getting cheaper and cheaper, more and more people are connecting through mobile technologies. This trend is obvious. What isn’t quite so obvious, however, is what us e-commerce marketers should do with this reality. Should we put all our content on mobile or should we simplify it from our website? Do cell phones and tablets operate in similar ways, or are they distinct? And if so, how? Then there’s question of apps: should I create one, do they work, what technology should I use to make it? Does it make a difference if my business is pureplay or omnichannel? How and when do my customers connect…? You get the idea: the questions are endless.
We are big believers in data, and that you need good data to make good decisions. It’s why we built our own data layer, and why we’re committed to ensuring that we are doing everything we can to help you make good marketing decisions. But in the mass of data, it’s easy to get lost.
At our recent Bright Sparks event, Rachel Waller casually mentioned the death of last-click attribution models. It got me thinking. What is wrong with last-click attribution, and what’s come along to take its place? The majority of companies only started doing attribution in the last 4 years, so for a model that took the world by storm, it’s been a short run.
Here at Qubit we asked ourselves, how can we bring the data from your marketing channels to your fingertips so you can easily find insights? We’ve got the data, but we wanted to make sure it was presented in the best possible way. So, we decided to open up Behavioral Attribution to Business Intelligence tools via our API so you can get an integrated analytics tool. With data visualization, you can easily see where you are performing well, and what needs improvement.