What do LLMs mean for UX? A look at some ecommerce examples
A look at some ecommerce use cases for LLMs, such as AI-powered search and chatbots, and what constitutes best practice for UX.
A look at some ecommerce use cases for LLMs, such as AI-powered search and chatbots, and what constitutes best practice for UX.
Few events generated as much concern in email marketer circles as the advent of Apple’s Mail Privacy Protection (MPP) feature in 2021. This chapter discusses this and other privacy features that came into effect with Apple’s iOS15 update. Overview of privacy features in iOS 15 MPP was one of several privacy-focused changes Apple introduced in […]
A brand can take multiple approaches to segmentation and personalisation. It also has many options for using technology to enhance these approaches. This chapter will review the ways in which automation, machine learning and artificial intelligence can augment the processes involved in segmentation and personalisation. A first key step is to ensure that the data […]
As well as segmenting by data type, marketers can group customers based on factors that pertain to the company’s business models or business goals, such as where they are in the customer lifecycle, or by how much potential value they could bring to the business. This chapter looks at some of these approaches. Segmentation based […]
As mentioned in Chapter 2 of this research, the move to eliminate third-party cookie use in all major web browsers has caused digital marketers to refocus their attention on the zero- and first-party data they have already gathered on their customers. This chapter looks at these data types and how they may be obtained. Subscriber […]
As outlined in Econsultancy’s Segmentations and Personas Best Practice Guide, customer data can be categorised into four groups for segmenting customers: geographic, demographic, psychographic and behavioural. Each of these can be layered to create meaningful sub-groups for more targeted email content. This chapter looks at these four categories in detail. Figure 1: Data types for […]
Segmentation and personalisation are practices applied across multiple digital marketing disciplines to deliver a better user experience and drive engagement and loyalty. This chapter discusses what differentiates segmentation from personalisation and gives an overview of their application in email marketing. Segmentation and personalisation: An overview Segmentation and personalisation remain high on marketers’ wish lists of […]
Nearly all research into email personalisation over the last 20 years supports the contention that customers will act on email messages that are relevant to their interests, preferences and behaviour. Relying on one-size-fits-all communications fails to maximise the potential of email as a direct-response, business-building channel. A targeted approach that uses a strategic combination of […]
The connected car requires a big transition at OEMs, including new commerce capability to be able to engage seamlessly with customers through sales, after-sales, and in-car commerce.
VML’s luxury retail lead Ricardo Catalano outlines three tiers of digital maturity in the sector, and why some maisons take a traditional approach with minimal data activation, despite placing a premium on customer relationships.
Luca Picardi is Head of Brand Strategy at Kallan & Co., a design studio with a virtual working model (and offices in Helsinki, Melbourne and Christchurch). He has been working across brands and digital products for the last decade. Given Picardi’s schooling at Central Saint Martins and current teaching work at BAU school of design […]
Drowning in data or relying on gut instinct? If customers want to feel valued, and marketers want efficiency and salience, where is the sweet spot of tailored communications and experiences?