The countdown to the long weekend of Black Friday and Cyber Monday has begun. The Black Friday weekend this year starts on the 29th of November and extends until Cyber Monday on the 2nd of December. In a few days, […]
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User profiling
To devise an effective marketing personalisation strategy, it is first of all essential to get to know one’s users through effective user profiling activities. This is a fundamental step to be able to create valuable customer experiences for each individual user, capable of retaining them over time.
Since the dawn of direct marketing strategies, think for instance of mailed catalogues or the first telemarketing activities, personally identifiable information, more properly known as PII (Personally Identifiable Information), has been considered by brands and companies as the foundation on […]
Zero-Party Data, First-Party Data, Second and Third-Party Data: marketers and strategists are increasingly dealing with a lot of data and information on users, and if the ultimate goal remains the possibility of creating a truly “tailor-made” customer experience, increasingly stringent […]
The more you know about your users and customers, the better chance you have of deploying effective strategies to personalise the customer experience. Personal information, behavioural data on preferences and buying habits, interests and psychographic data, as we know, are […]
Personal information, surfing behaviour, preferences and buying habits, and more: if we take into consideration the different interactions that can occur between brand and consumer during the entire customer journey, there is really a lot of information that the latter […]
One customer, one profile, complete and updated in real time. From a conversation with the store salesperson to an online purchase, to contact with customer care: even when there is only one customer or user, data and information about them […]
In an increasingly omnichannel and cross-device environment, in which the customer journey is less and less linear and unravels across multiple touchpoints, recognizing the user becomes increasingly difficult. The touchpoints between companies and consumers are multiplying, and the amount of data being released […]
Personalization of the customer experience from an omnichannel perspective and in cookieless contexts: are we really ready to win the challenge? Let’s start from this question to focus our attention again on the concept of identity resolution: after an initial theoretical excursus on […]
Privacy and data protection on the one hand, profiling and personalisation of the customer experience on the other: when it comes to personal information, brands, marketers, advertisers, and martech and adtech operators more generally often find themselves having to balance two seemingly irreconcilable aspects. The […]
Do you know what your users are worth? Correctly identify your audience and metrics to calculate the value of your users in today’s article in our column, “User Profiling Pills.” Users, consumers, visitors or more simply people, as it would be more correct to […]
