Testing: will you be Star Baker?

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So you have built an all singing, all dancing digital marketing programme and now your thoughts turn to testing. Testing is the bane and the afterthought to the implementation of any project. Like the icing on the cake it is perceived as the end of the line for many.  However, if you enlist testing as part of the requirements at the start of a project, you build it right the first time and maximise development hours.  

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What to do when ‘smart’ marketing goes wrong!

Marketers have been working hard to anticipate new events and be the first to capitalise on the latest news but what happens when it goes wrong?

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Changing the face of wearable tech

Wearable tech has been dominating the world of technology but with the collaboration between Google Glass and Net-a-Porter what does this mean for brand perception and how will it affect the world of fashion?

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The future starts now

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Last week, in his entertaining post about lily pads, Henrik shared the idea that the future depends only on the present, referring to how we use Markov chains to model customer behaviour without relying on the often irrelevant past.  He reminded me of the invaluable ‘sunk cost fallacy’ life lesson I learnt from a different ‘dismal’ science – economics. Take a look around the web and you’ll find a fair amount of discussion about it. Put simply, Wikipedia defines sunk cost as ‘a retrospective (past) cost that has already been incurred and cannot be recovered.’

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Lily pads: Markov chains and the customer journey

A good customer experience with a brand is based on the entire customer journey not just the delivery of a quality product or service. So what do lily pads have to do with creating a great customer journey?

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