A/B testing is very popular for the optimisation of home and landing pages. However, after initial quick wins, success rates often slow down. This can be avoided by consistently including the user viewpoint. We would like to demonstrate four ways of how the user viewpoint can be implemented in the…
“How much can I invest to win a new newsletter subscriber?” How much profit does each new subscriber give me on average?” In order to answer these and similar questions, you can use a customer lifetime value calculation. The individual steps of this calculation will be explained in this article.…
Digital Marketing including email has to deliver proof for its contribution to the company’s success, i.e. it has to be measurable in performance figures. Email marketing in particular, has always stood out because of its precise measurability and a comprehensive fund of possible KPIs (Key Performance Indicators). As a result,…
Responding to the interaction of the user with individualised communication and in real time at each touchpoint – this is the promise of real time marketing automation. Providing the required content in real time, however, can easily become a bottleneck. Here, automated content processing can guarantee you the adequate availability…
The European Court of Justice (ECJ) has just made the decision that the Safe Harbor Agreement between the EU and the US is invalid. Safe Harbor allows the transfer of personal data collected in the EU to companies in the US as long as these comply with the rules of…
Internet users in Germany are using digital services with an average of 2.4 terminal devices (PC, Smartphone, Tablet) and the trend is rising (source: BVDW). Mobile marketing is becoming obligatory. However, users are not only employing different (mobile) terminal devices, but are also consuming marketing information via a number of…
Big Data is on everyone’s lips. The amount of data processed through companies, agencies and other institutions, is continuously growing. In 2020, worldwide 44 zettabyte of data will be sent. In 2013 it was 4,4 zettabyte. 22 % of it was useful and could be employed for marketing activities according…
In Germany, every driver is familiar with this annual procedure: at the first indication of snow fall, cars are due in the garage for the change to winter tyres. For operators of garages or automotive service companies, this offers a number of touchpoints for service communication, as well as after…
The individualisation of communication measures in direct marketing, as well as the dynamic adaptation to the context of use in real time are among the essential benefits of real time marketing automation. According to a study by Certona, individualisation in email marketing can produce up to 244% higher click rates…
Customer requirements on digital communications are constantly increasing. Successful direct marketing needs to communicate exactly the right content to each individual customer according to his expectations and his position in the customer lifecycle in order to develop a maximum impact for retention and purchase behaviour. In order to implement these…