The Customer Journey – Reaching Goals With Data
What is a customer journey? How has the concept of the customer journey evolved? How can marketers actively shape it and thereby strengthen customer loyalty?What Is the Customer Journey? The customer journey is the sum of the touchpoints that customers have with a...
Creating Unique Moments Throughout Your Touchpoints
When recessions loom, companies must demonstrate their agility and adjust their marketing focus. A change in marketing trends that has been apparent for some time is now being accelerated by current events: an increasing focus on CRM. Concentration on existing...
Onsite Personalization With a CDP
Today’s customers have high expectations: They want personalized, relevant content at the right time and through the right channel. According to a study by Accenture, 91% of consumers prefer brands that remember who they are, know their interests, and offer...
Cross-Channel Over Multi-Channel: The Whys and Hows of Cross-Channel Marketing
Introduction From email and SMS to direct mail and social media: today's customers, and therefore marketers, use multitudes of engagement channels, with new channels constantly emerging. Customers expect a seamless experience across every channel. To achieve that,...
KPI-Based Audience Management With Avocadostore
It isn’t enough to simply have access to customer data – without data competence, you aren’t using it effectively. The prerequisites for profitable customer data activation are a well-structured database and clearly defined Key Performance Indicators (KPIs). These...
Predict & Act: Predictive Models in Cross-Channel Marketing
Predictive models are an effective tool for customer retention as they enable customer behavior prediction through probabilistic methods. Marketing strategies can be derived from these predictions, and budgets can be more selectively allocated. In this webinar,...
Master Fluctuations in Customer Acquisition (3/3): Use Cases for Downswings
Customer acquisition fluctuates for many reasons, including season change, weather, and completely unforeseeable circumstances. In the third part of our webinar trilogy, Senior Sales Consultant Maxi Nelkenbrecher and Corporate Development Manager Marius Busen will...
Personas: Realistic Representations of Your Customers
Similarly to not seeing the forest for the trees, have you ever struggled to see the customer amidst all the customer data? Persona creation helps when you can’t visualize your customers by making your segments more tangible. Personas are personalized representations...
Customer Data: An Overview
Personalized customer communication is indispensable for building and maintaining direct customer relationships – and customer data is the basis for this. This article provides a basic overview of the different categories of customer data, which sources they can be obtained from, and how they can be used…
Master Fluctuations in Customer Acquisition (2/3): Use Cases for Peak Phases
Changing seasons, the weather, unforeseen circumstances – there are numerous causes for fluctuations in customer acquisition. In the second of our three-part series (see part 1 here), Senior Sales Consultant Maxi Nelkenbrecher and Corporate Development Manager Marius...
Master Fluctuations in Customer Acquisition (1/3): How to Cope
Changing seasons, the weather, unforeseen circumstances – there are numerous causes for fluctuations in customer acquisition. In the first of our three-part series, Senior Sales Consultant Maxi Nelkenbrecher and Corporate Development Manager Marius Busen present...
Customer Segmentation: What, Why, and How
Customer segmentation is the division of customers based on specific customer data. The aim of customer segmentation is to increase sales via personalized content tailored to the respective segment. Learn more about the basics and methods of customer segmentation…
Sell to the Surfers: Converting Shoppers That Are Just Browsing
Window Surfers Out on the high street, if someone’s looking through a shop’s windows but doesn’t step in to buy anything, it’s called ‘window shopping’. The same thing happens online. Online shoppers often surf through products but don’t go to checkout. They digitally...
#11 Krzysztof Szymanski – CRM Lead GetYourGuide
Where Are CRM Managers Going Wrong? CRM stands for “Customer Relationship Management”, so why is so much CRM focused on short-term revenue increase? Krzysztof Szymanski, CRM lead for global tour providers GetYourGuide, thinks CRM managers are getting things wrong by...
FOND OF Showcase – From Generic Messaging to Personalization
Increasing Customer Value The Cologne stop of our Christmas Roadshow, organized by trbo, optilyz, Gpredictive and us at CrossEngage, took place at our client FOND OF’s office. FOND OF was founded in Cologne in 2010 as Ergobag GmbH, and has set itself the goal of...
Twago Showcase – Why Talent is Family
Relationships Instead of One Night Stands CRM takes customers on journeys, and so we set out on our own journey to showcase the latest in modern marketing. The Christmas Roadshow was brought to four cities in Germany by trbo, optilyz, Gpredictive and us at...
Hey, Wake Up! Reactivating Dormant Customers with a CDP
The Silent Treatment Dormant customers, also known as inactive customers, are a present phenomenon in nearly every industry. A percentage of most business’ mailing lists in all likelihood contain dormant customers, who were once active but have since gone quiet....
Navigating the Customer Data Jungle: What Separates a CDP from a DMP, CRM, DWH or Marketing Cloud?
There’s a whole landscape of customer data solutions out there, and the new customer data platform (CDP) category is causing confusion amongst marketers. Differentiating between CDPs and other solutions can be a difficult task. We’ve made this guide to help you...
Saving the Sale: Converting Cart Abandoners with a CDP
Unfulfilled Desires Cart abandonment is a particularly digital phenomenon. While physical shopping carts full of unpurchased items are rarely abandoned by shoppers who’ve changed their minds, digital shopping carts are very frequently filled and then left. The ratio...
HelloFresh Case Study – How to Double Your ROI
HelloFresh Leverages Its CDP’s Power to Orchestrate Cross-Channel Campaigns and Increase Marketing ROIAbout HelloFresh HelloFresh is a meal-kit company that provides households the opportunity to enjoy wholesome, home-made meals without the hassle of shopping...
#10 Nils Weber – Founder & Managing Director NEXUS BC
Strategy, Organization, Technology Adapting your marketing and CRM approach to the modern standard is not a simple process. Quick-fix marketing and CRM solutions are a helpful technology, but marketers need to be wary not to implement a promising solution whilst...
Customer Data Platforms: A Beginner’s Guide to CDPs
A Customer Data Platform (CDP) cuts through a company’s data silos by gathering and combining customer data from different sources and channels. The combined data is readily usable for marketing teams without reliance on IT. A CDP integrates and orchestrates the...
#9 Paul Schwarzenholz – Co-Founder zenloop
“There is no one reason for churn” In the platform and attention economy, where platforms monopolize direct customer access and a customer's attention has become a valuable resource, retention is more important than ever. Paul Schwarzenholz, co-founder of the...
OMR Masterclass 2019 – I Got 99 Problems But My CDP Ain’t One
Visitors to our OMR Masterclass 2019 know that the platform economy has massively shaken up marketing. For decades, the unattractive procedural costs of switching between brands have kept customers loyal. In other words, the cost of researching, evaluating, and...