What makes Multi-Touch Attribution (MTA) so unique? Unlike traditional models such as first- or last-click attribution, MTA provides a comprehensive view of the customer journey. Modern tools like Google Analytics 4, BigQuery, and advanced techniques like Markov Chains enable data-driven decisions — efficiently and transparently. Here's how it works.
Interactions with customers in the field of energy supply are rare – a single contact a year is not uncommon. Best possible contact management is correspondingly important. This project focuses on the communication channel comprising the inbound call center.
In our series titled "The next generation of CRM – May the MarTech be with you", we have already explained the marketing technology trend's actual sustainability, the dos and don'ts to be observed during introduction, and the means of identifying one's own MarTech maturity level.
In this article, we will next take a look at the MarTech architecture – our map on the mission through the MarTech universe. Because precisely this aspect is becoming increasingly technical, complex and confusing. In our digital world, customers have numerous options at their disposal – and their demands in terms of customer experience are rising. But digitization is also bringing changes for marketers. Though the traces which customers leave behind along digital contact channels such as an online shop, app or website allow very versatile use – they also increase the complexity of marketing.
It's a done deal: The digital product passport (DPP) is coming. It's quite an elaborate affair, but also a huge opportunity for marketing and sales! As part of a planned Ecodesign Directive, the EU will, from 2027, oblige companies in almost all sectors which manufacture, commission or sell goods and products in the EU to introduce the DPP. Experts predict that five trillion DPPs will be issued annually across the EU in the future. This figure gives an idea of the implications of the EU's decision. Which legally mandatory information the DPP must contain is still being clarified. But one thing is already clear: The DPP will massively change the economy – and in doing so, it offers a completely new touchpoint to the customer.
MarTech - what is it really? And how does it differ from CRM, KMS & Co.? We have already answered this in Part 1 of our series titled "The next generation of CRM – may the MarTech be with you". In this article we ask the question: Which setup do I need to actually make my MarTech stack operational?
As a consultancy, we are asked this very often. Admittedly, selecting marketing technologies can make marketers quickly feel like a kid in a confectionery store: You'd love to have a little bit of everything! However, both situations are also similar in terms of outcome: An excessive appetite usually ends in a stomach ache. At the end of the day, the objective shouldn't be to obtain as many features as possible within the allocated budget, or obtain the most recent, "cool" tool, but to achieve as much added value as possible - isn't that so? But how do I "assemble" the MarTech stack which is optimal for me?
The modern market is overcrowded by a variety of providers of goods and services. Many of them try to reach the customer not only via traditional ways, such as e.g. billboards in the streets or shop windows, but also online. One type of online marketing is location based advertising (LBA) which is sent to the customers' mobile terminals. In this context, it is decisive that the dispatch is aligned with the customers' location. Thus, the customer receives an offer at the time he/she is in the vicinity of a promotion location. The rule for location based advertising is: "Right offer, right location, right time".
One may expect widespread approval when describing the objective of modern campaign management today as follows: The focus of marketing must be the individualized and consistent interaction with the customer via his/her preferred channels - self-evidently containing relevant messages at the respective best time. While this statement is not very surprising nowadays, it still shows that behind each of these adjectives, there is a potential source of errors for a customer-oriented campaign strategy.
Marketing resource management (MRM) is still too little known among marketers. This is unfortunate, because MRM software can take your marketing planning and management to the next level – provided you find the right software for your needs. To allow orientation in the MRM market, b.telligent as a technology-independent consultancy company has analyzed and classified relevant providers to create a market overview offering assistance, function overviews and provider profiles: b.telligent's MRM market overview.
An MRM solution’s monitoring component offers analysis, evaluation and reporting functions providing transparency about marketing staff's activities with the help of dashboards or configurable reports, for example.
