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Customer Management (or account management) has been a defining feature of Retail Banks for many years, particularly in the field consumer lending. However, within Small to Medium Enterprises (SME) portfolios, this feature has been adopted in a less uniform manner, going from some of the most sophisticated and leading-edge practices within Retail Banking as a whole through to very rudimentary practices with offline scores created but utilised infrequently.
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ANALYTICS & DATA
Most organisations have their offline and online teams operating in isolation with neither really understanding what the other is doing. This leads to missed opportunities to utilise traditional offline learnings about their base in the online world and vice versa. It is important to remember that consumers don’t work in channel silos.
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LOCATION INSIGHT
When considering entering in a new market, a store led business must sift through multiple options in order to design the best possible roll-out strategy. But it is only when faced with imminent expansion that most medium-to-small sized businesses seek to prioritise the highest potential opportunities in their market of focus.
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LEGISLATION
The “Cookie law”, as it is commonly known, was introduced as a result of increasing concerns over the use of cookies for behavioural marketing. After its implementation as local legislation, sites would need to ask visitors their consent to place cookies in their PCs. What can you do to anticipate this?
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ONLINE ADVERTISING
All European online advertising markets experienced growth, with 5 key markets reaching the billion mark, and 6 countries where the online advertising expenditure accounted for more than 20% of the total. The market has never ceased to grow, and even if the economic climate slowed that growth to 4.5% in 2009, in 2010 it was back to double-figures, as advertisers put their confidence (and budgets) in digital channels.
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