Conquering cross-channel customer measurement
The challenge of understanding how customers engage across multiple channels is the ‘Everest’ of measuring customer behaviour.
Just think for a moment how complex modern business channels have become. What we now think of as a traditional transactional business would have a single real-world store-front. A customer would come in and buy products or services, the business owner would talk to them in an attempt to understand their needs, and they would leave. Perhaps the experience next time would be slightly more tailored to their liking based on that conversation. Today a customer may still walk in to a store, but they would just as likely order online, or via a call centre. That’s three different channels without thinking too deeply about it, and as Paul mentions in his article, if we think about touch points there are hundreds. And how does that business owner now know how many of its online customers also use the call centre or the store? How many store customers checked stock online or usually prefer to use the call centre? Read more…
Approaches to segmentation
This article, written by Neil Mason, was originally published on Clickz.com on 12/03/10 and is republished here with permission.
In the previous two columns I have been looking at different types of segmentation strategies, mainly dealing with what segmentation is, the different types of segmentation strategies and the role each type can play in building up a core understanding of your customers or prospective customers. So once you’ve decided what to create the segments on, the question then becomes about how to create the segments. Remember with segmentation what we are trying to do is to create groups of people who have something in common. Read more…
Measuring the success of your iPhone App
“Number 1 app in UK, France and Germany…”. Those who regularly browse the Apple AppStore hunting for applications (apps) will undoubtedly be familiar with this type of catch phrase. It’s generally what users first read when they land on app description pages (as if they were all number one!). Developers and designers use this type of technique to lure candid users to download the app by making them believe it’s the best of its kind on the market. This also illustrates how the success of an app is often assumed: the higher in the ranking, the more successful it is. But as you may probably know already, this approach is entirely flawed. Read more…
Does Twitter encourage public moaning?
By Billie Andersen
At an event for Social Media Week London last week, a question was raised over whether responding to people on Twitter and similar social media sites would encourage more customers to air their complaints in public. In my opinion, the answer is that it probably does, particularly if people see others being responded to effectively. However, this should not be a reason to ignore disgruntled customers. People will still have their grievance, whether or not they choose to voice it. Read more…
An all-consuming interest in mobile content
By Clare Mitchell Crow
As mobile penetration increases and sophisticated handheld platforms mature and develop it’s extremely interesting to study the impact of trends in consuming published content, and how printed media is adapting to changing times.
As we went to press this week, we awaited the imminent release of a long-awaited new iPad device from Apple. This will join existing published content consuming devices available in the UK which include Apple’s own iPhone, the Sony eReader and the Amazon Kindle in vying for the eyes of readers worldwide. Read more…
Extracting more value from campaign data
This article, written by Neil Mason, was originally published on Clickz.com on 20/11/09 and is republished here with permission.
Last time I looked at some of the challenges around understanding the dynamics of marketing activity when using the standard “attribution” models provided in most web analytic systems. Most of the time web analytics systems use a “last click” attribution model which credits the last marketing touchpoint with the sale or conversion and can give a highly misleading view on the role that different channels play in the awareness building and consideration phases of the purchase decision making process. One approach to overcoming this challenge is to view the various different attribution models that are found in some web analytics systems to understand the role that different channels play or an alternative approach is to use data feeds to extract the data from your web analytics systems into a database and to analyse the data there. Read more…
Welcome to the Foviance newsletter for December 2009
By Marty Carroll
This month’s newsletter combines November and December. In this last newsletter of 2009 we reflect on a difficult but eventful business year.
We saw customer experience play a critical role for many organisations strengthening their digital presence and cross-channel offering in order to provide the best possible levels of service for existing and new customers alike.
Looking back at 2009, Paul assesses how predictable the current landscape was at the outset, and then looks positively towards a tricky but exciting 2010. Meanwhile Amanda shares her insights from a conference on mobile, for those more concerned about sweating the small-screen stuff, and Lis takes a look down both sides of the narrowing divide between mobility and accessibility. Also, I look at the non-rational consumer, a lucrative segment.
Finally, Clare has been analysing our research into online retail habits ahead of the festive shopping season. If you would like a copy of the whitepaper as soon as it’s released, please e-mail info@foviance.com
I hope you have enjoyed your regular newsletters throughout the year. I’d also be very happy to hear from you directly with any feedback.
Marty.
In this issue:
Online security: A Human Perspective
Oracle commissioned research by Foviance, which was conducted to better understand online security measures and their impact on customers.
Foviance conducted consumer research between April and May 2009 into people’s attitudes, behaviours and understanding in the context of online security. Oracle used Online Survey, Diary Study and Focus Group methodologies in this research.
The results were announced in July 2009 and are now available for downloaded
If you have any questions in connection with this research, we’d be happy to hear from you.
