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Multi-Touch Attribution can tell you a lot about which parts of your marketing are working, but does it tell you enough about what parts are not working?

The origins of multi-touch attribution (MTA) were in the digital space, as a result of advertising spend transitioning away from traditional “offline ads” to digital media and channels which were deemed to be more accountable. Journeys within a client’s website, or between websites, could be stitched together and the resulting orders joined back to customers …

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Frictionless

My plan3 (pre-COVID) lands minutes before a severe thunderstorm absolutely pummels the area. I sat the storm out in a Culver’s Restaurant (pork tenderloin sandwich and cheese curds), browsing Customer Development notes for the meeting I would have the next day. This company had a beautiful lobby. Heck, everything was perfect. And for good reason. …

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It was Cyber Monday

I’m sitting in on the Monday Morning Executive Meeting, on Cyber Monday. Can I tell you a secret? I detest Cyber Monday. Cyber Monday is a day where less-qualified professionals cheat at Customer Development. They slap 50 per cent off promotions, watch the sales roll in (regardless whether the sales are profitable or unprofitable), and …

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They had a model

Consultants (pre-COVID) get to see a lot of corporate offices. The legendary Don Libey always said that you could judge a company by how well

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Start With Lousy Customers, End With Lousy Customers

Kevin Hillstrom has spent most of 2021 telling you about his analysis of Welcome Programs and customer development, meant to drive 1 time buyers to be 2 time buyers and beyond. But what happens if you are starting the process with names that never should have been a 1 time buyer in the first place? …

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How translation and voice search are unlocking global eCommerce potential

Utilised for everything from booking a taxi, calling a friend, playing a song or controlling other smart devices in the home, voice search equipment is present in one in five UK homes, and is now also becoming integral to another part of our lives. Research shows that 20 per cent of all Google searches are …

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Zero-party data, a major opportunity for brands in 2021

The last 12 months have profoundly and irreversibly transformed consumer shopping habits. More than ever, companies need to better understand their customers by putting data at the centre of their strategy to deliver an experience that is relevant, personal and engenders brand loyalty. The broader global economic and health context; increased competition; and the upcoming …

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