Why you should see artificial intelligence as your top intern, rather than an Einstein

Personalisation is essential for high-quality customer experience. This means that contact points should always be timely and relevant. Services such as Netflix and Spotify have made personalisation an art. You always see songs that you like or the series that are 'made for you'.

How do these companies get to know you so well? This personalisation is thanks to AI, which is crucial for services such as Netflix and Spotify. For them, AI means the difference between a customer who...

WPP’s Verticurl named first agency to achieve Marketo Engage specialisation across the Americas, Europe, and Asia

NEW YORK, May 12, 2020 - Verticurl, a leading Marketo Engage agency and Adobe Platinum Partner, announces today the achievement of Marketo Engage specialisation across the Americas, Europe, and Asia, thus making it the first Adobe agency partner to achieve global Marketo Engage specialisation.

Adobe's solution partner program recognises agencies with proven capabilities to implement and service organisations leveraging Adobe Experience Cloud solutions. Marketo Engage is...

Personalisation, video and VR: How digital is bringing the luxury experience everywhere

Once upon a time, the luxury experience was inherently tactile. The awe factor of walking through a multimillion-dollar vacation home or sitting behind the wheel of a custom luxury vehicle was only possible in the physical realm. But ever-advancing technology has changed the luxury game.

It’s not a question of whether or not digital works in luxury. You can pick the finishings for your Audi in digital showrooms, try on designer clothes in virtual fitting rooms, or take home...

Not in a silent way: How Jazzed launch represents alternative to ‘all-you-can-eat’ streaming culture

Have you ever been in a position where you’re on the well-known video streaming platform of choice and find yourself utterly unable to decide what to watch next? The algorithm and lazy load web design is happily combining to give you suggestion after suggestion, but nothing seems to fit.

If so, you’re not the only one to have the same feelings. For those saturated by the era of all-you-can-eat for £9.99 in the music industry, there are increasingly new...

The Domino’s effect: New personalised advertising campaign sees tenfold return

Anyone can claim they have become a technology company, regardless of their industry, but for Domino’s Pizza, when the company’s mission changed more to delivering pizzas, rather than creating them, it really was the case.

With a mantra to ‘outsmart rather than outspend’, the company’s latest initiative has proven wildly successful. A recent personalised display advertising campaign in the UK generated a 10:1 incremental return on spend, generating more...

How advanced data analytics will continue to streamline digital marketing strategy in 2020

It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.

Perhaps the best example is the billions of pounds historically flushed down the toilet by big businesses...

The evolution of the inbox in 2020: Combining seamless customer experience with security

In recent years we’ve experienced a great shift in the way in which businesses are engaging with their customers. Giants of the gig economy, like Airbnb and Uber, have created highly potent customer engagement mechanisms right at the very heart of their operations. Today, because of this, UK consumers have come to expect contextualised, seamless and highly relevant communications.

Whether ordering food, looking for transport, or getting an update on a delivery, consumers today...

When retargeting means additional app revenue: A guide

Marketers working within the mobile ad industry know how fierce the competition for user acquisition can be in the app promotion space. It’s expensive to acquire new users and many times the cost per install or cost per action that advertisers get in their campaigns is higher than the goal itself.

Under these conditions, it’s no surprise to see marketers dedicate a lot of time and effort to user acquisition: they do a lot of testing with different creatives, different...

Why despite the hype AI could be failing your customer experience strategy

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are delivering.

In fact, a whopping 91% of UK consumers say they have been left feeling frustrated by the customer service they receive, with top grievances...

Consumer-data privacy and personalisation at scale: Strategies to get it right

Personalisation at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defence”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalisation at scale keeps personal data secure and private.

Getting the security and privacy of personalisation wrong can slow time to market for new...