Forse ti fidi troppo delle survey?

AICEX: Fare investimenti e prendere decisioni basandosi solo su quello che dichiarano i clienti è abbastanza pericoloso. In linea generale bisognerebbe verificare con dati oggettivi se quello che le persone fanno corrisponde a ciò che dichiarano di aver fatto, di fare, e di voler fare.

At our MarTech Conference this week, Amos Budde, VP of applied data science at Civis Analytics, discussed the importance of data credibility and the ways it powers marketing decision making.

Data is at the foundation of our digital marketing efforts, but it is often faulty – and many marketers don’t think twice about it. Budde offered key points for marketers to consider when applying metrics to a marketing strategy in order to avoid setbacks and erroneous outcomes.

Don’t trust people’s reasoning
Budde addressed the faultiness of human reasoning, stating that most people are apt to respond based on their current circumstances and immediate sentiment. Continua a leggere “Forse ti fidi troppo delle survey?”

La Customer Experience nel giardino botanico di Sydney

Un giardino botanico è pieno di vita, ci sono tanti altri esseri viventi, e una visita al giardino botanico, se ben strutturata, diventa una esperienza densa di piacevoli, curiose, e indimenticabili sorprese. E naturalmente un pochino di Digitale, VR, AR, e AI possono aiutare. 

Director of visitor experience shares how the team is using physical and digital to better target and augment the experience of the Royal Sydney Botanic Gardens.

When seen on a map, Anthony Dunsford’s responsibilities appear as a few hundred hectares of open space. But in 2017, that open space attracted over 400 million visits.

Dunsford is the director of visitor experience for Botanic Gardens and Centennial Parklands (BGCP), overseeing customer experience at four of Sydney’s most iconic recreational spaces, including the Royal Botanic Garden Sydney.

It is a role that requires careful balancing of the desires of commercial operators against the needs of a wide variety of Sydney residents, within an urban environment that is demanding more and more from its open spaces.

“Name a target market, and we can name a product or experience we have for them, which is quite a unique position,” Dunsford tells CMO. “It really is a diverse user groups that we have to manage, and manage the overlap and conflicts of those different user groups.”

Continua a leggere “La Customer Experience nel giardino botanico di Sydney”

7 Trend per capire come aumentare la Retention e gestire la Loyalty

AICEX: A noi piacciono il numero 4 e il numero 5 che riflettono un comportamento sia Sociale, che Economico, che Demografico.

According to 3Cinteractive, 64 percent of brands reported an increase in loyalty program membership over the last year. Loyalty programs are becoming more sophisticated, moving beyond the traditional spend-and-get model, to omnichannel and multichannel programs that recognize customers for every interaction they make with a brand. Smart marketers are capturing and leveraging loyalty data to understand their customers better and market effectively to them.

We’re seeing significant advancements in loyalty as brands seek new ways to add value for customers. Here are the seven biggest trends impacting the loyalty landscape currently. Continua a leggere “7 Trend per capire come aumentare la Retention e gestire la Loyalty”