As Retail UK gears up for Christmas it may wish to heed a warning from the Ghost of Christmas Past. A massive retail opportunity was wasted at Christmas last year. At Qubit we’ve looked into what our unified visitor data hub could tell us about both consumer shopping behavior and retail responsiveness during the 2013 Christmas period.
The bad news? We found that UK retailers walked away from a massive £1.5bn by neglecting to properly personalize their offers to online visitors.
Media mix optimization has become increasingly complex as advertisers plug into a growing selection of ad exchanges and harness the technologies created to take advantage of the new inventory. DMPs (data management platforms) in particular have been a blessing for advertisers aiming to drive as much qualified traffic as possible at the lowest possible price. The algorithmic spend optimization inherent in DMPs ensures that marketers need only plug into yet another ad network or managed service and let their DMP guide their DSP (Demand Side Platform) to optimal spend allocation based on predefined CPA goals and audience targets.
A/B tests are an excellent way to learn what works and doesn’t work for your website. But after running a test and measuring an effect, a common question is, “why did that happen?”. Maybe a test that sounded like a great idea actually created a downlift and you want to know what went wrong.
At this point many people reach for “post-test segmentation”, taking the test data and splitting it into different user segments, to see if the test had an unexpected effect on some group of users.
The ecommerce space is behind. Our partners, Olapic, reveal how using customer generated photos can re-shape the retailer- customer relationship for a more interactive experience online.
The ecommerce shopping experience has remained relatively static over the last two decades in comparison with how the web has evolved in the same period of time. Today a more visual web has taken shape, driven by easy access to smartphones and photo-sharing platforms. Brands and retailers, however, continue to remain faithful to a flat modelbuilt on text-heavy content. This model is becoming increasingly anachronistic in an era wherethe ecommerce experience is being shaped by customer- generated photos that serve a more authentic ethos.
“The word consumer is now dated, no-one is purely a consumer anymore." This feels like a strange statement to make when you are MD of a company that has the strapline “Understanding the new consumer”. But this is what makes my conversation with Henry Mason, of the independent trend firm, trendwatching.com, so riveting. He has strong opinions. Opinions informed by the thousands of trend-spotters the company has in every continent.
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.
Qubit’s benchmarking process is carefully designed to assess websites on their usability and general experience for the consumer using over 80 industry best practices. Of course, apart from assessing each website individually, this means we get a general overview of the adoption of specific techniques. So – bearing this in mind, where did the homeware retailers come up short, and how can they improve?
We’re happy to unveil the latest thought leadership piece by Forrester Consulting, commissioned by Qubit. In order to gain a better understanding of how companies are using their technology, what they are thinking to invest in and the problems they are facing, Qubit and Forrester came together and gathered the thoughts of 150 marketing decision makers.
The importance of digital marketing technology is well understood by corporate executives and enterprise businesses - in fact, 76% of them say their digital marketing strategy is supported by senior management. They have strategies in place and there is already significant investment in marketing technology - sufficient enough to carry out relatively mature campaigns.