Customer experience is the X-factor that outweighs all of the bells and whistles every Ad Tech firm brags about and all the lofty claims of multiplying clicks and conversion rates. And in a world dominated by automation, it seems as though customer experience has taken a back seat.
Keeping up with customers is about expectations: Customers are depending on visual models to help make their buying decisions. Displaying relevant ads are essential to this process and is one of the biggest factors when it comes to brand awareness and/or making a purchase.
The problem is that firms are spending more money on advertising rather than the customer experience. For many, this has had a negative impact on customer retention and the ability to effectively communicate. In fact, 83% of customers are more likely to trust independent sources over advertising and marketing. Read more
We would like to invite you to participate in a free consultation on Thursday, May 26th from 2pm to 4pm at WeWork Times Square. In these one-on-one consultations, you will be given the opportunity to ask our solutions architects questions about the best practices and latest industry trends related to dev issues that you may be experiencing.
Our Solution Architects have experience in NoSQL, Spark & Hadoop, real-time bidding and optimization, high volume/high performance apps, big data, audience segmentation and much more.
Thanks to the wealth of consumer data-gathering tools, audience segmentation is rapidly becoming more sophisticated and varied in its application. Audience segmentation, historically used for better-targeted advertising, is now central to dozens of product categories across a wide array of verticals, affecting bottom lines and driving revenue.
FinTech: Moving dollars through segmentation
For FinTech, the ability to segment data to find audiences with unmet needs has been a driving factor in its competition with legacy banks. These days, for example, many FinTech players are targeting millennials, small businesses and the underbanked due to their cost savviness and openness to remote delivery.
But FinTech is also using big data and advanced analytics to predict actions, understand customer needs and deliver financial services via new channels ranging from mobile phones to wearables, says a December McKinsey & Co. report. An example is a new credit-scoring system based on unusual metrics like college attended, college major and social network data. Other FinTech functions slated to benefit further from segmentation include credit provision, customer acquisition, customer servicing, relationship deepening through cross-selling, and customer retention and loyalty, McKinsey says. Read more
The growth of ad blocking — and its domino effect within online publishing — is an increasing challenge for Mar Tech and Ad Tech companies and even keeping pace with the changes is a lot to contend with. So, a roundup:
A recent New York Times story reviewed the emerging conflict between traditional publishing models and the software developers capitalizing on consumer privacy concerns, calling the fallout a clear threat to the $50 billion online ad industry. And Adobe and PageFair estimated this month that ad blocking led to almost $22 million in lost ad revenues worldwide in 2015. Globally, it reported, usage of ad blockers grew 41 percent between Q2 2014 and Q2 2015; this year the BBC placed worldwide users at 200 million. Read more
At this year’s jam-packed FinDEVr conference, popular topics included putting banking into messaging apps, tackling identity issues and how cognitive computing technologies uncover regulatory risks that are otherwise hard to find. However, there were a number of new innovations and launches that dominated discussions: Read more
When it comes to financial services, customer and business expectations are on the rise and FinTech firms are capitalizing on this and are quickly evolving services to outpace their competition.
In the past, finance APIs remained closed in order to provide exclusive benefits to those who knew how to use them – limiting access was one way to exert some control over the market. However, many banks and large firms have been making their APIs available to developers and fintech firms, creating an open API structure.
So the big question is…why are large firms and banks opening up their APIs? Read more
We would like to invite you to participate in a free consultation on Thursday, April 21st from 2pm to 4pm at WeWork Times Square. In these one-on-one consultations, you will be given the opportunity to ask our solutions architects questions about the best practices and latest industry trends related to dev issues that you may be experiencing.
Our Solution Architects have experience in NoSQL, Spark & Hadoop, real-time bidding and optimization, high volume/high performance apps, big data, audience segmentation and much more. Read more
An exciting practice of agile and lean development that is really important to us is the idea of Continuous Delivery. Getting customers to adopt it typically involves planning, educating and a focus on iterative process improvements. In an interview with our Director of Engineering Anton Yazovskiy, he explains some of the advantages and challenges of CD and how Thumbtack is succeeding with it.
L: Continuous Delivery put most simply is delivering quality assured software in small increments – for some it means pushing live after each 2 week sprint, for some it means daily.What are the advantages of Continuous Delivery for customers?
A: One of the biggest advantages of this initiative is that customers can release software in a frictionless manner. It minimizes the time between when the customer ‘s investment was made into the feature and when the feature begins to bring in revenue, ultimately leading to a quicker ROI. At Thumbtack Technology, we create a pipeline where we focus on multiple features at the same time and push them into production individually. It allows us to get continuous feedback from our customers, and often their customers, on the product, then we are able to address problems, make changes and push improved features live at a faster rate. Because of this feedback, our customers are getting information from their own customers and in turn, building better-aligned software. Read more
With sophisticated data-gathering techniques leading to increased capacity for advertising and marketing personalization, some consumers are responding well to a richer, more customized experience while others feel threatened by privacy concerns. As a result, businesses are increasingly trying to balance respect for their audiences with the effective (and profitable) use of such data.
“Privacy is a game changer,” writes Forrester Research Principal Analyst Fatemeh Khatibloo in Forbes. “This is the year to up the ante on your investments: you need the right cross-functional team, good governance practices, and the technical tools to ensure all of your systems are in compliance with both laws and internal privacy guidelines. In the end … customer-obsessed business leaders who get privacy right will thrive in the Age of the Customer.”
Recent outcomes of the struggle have included the Interactive Advertising Bureau’s LEAN Principles program and a cookie-limitation movement founded by the nonprofit Network Advertising Initiative. Other players throughout the ecosystem have been self-monitoring through enterprise tag management. Read more