Data Marketing
Data Marketing, or Data-Driven Marketing, is the analysis and use of data in order to carry out effective and personalised marketing actions, through the optimised targeting of prospects and customers.
Data Marketing tools have now reached their maturity, and Orange Business's experts can support you in implementing such solutions. How can you go one step beyond? By combining a perfect control of your data with the use of artificial intelligence (AI).
Business Marketing
View all contentsWith the rise of Artificial Intelligence, all business functions are now concerned by the challenges of data management. But if there is one that is particularly impacted, it’s marketing.
Discover the potential of using data from your business activity and your optimized customer experience thanks to sales prediction, scoring, personalization, chatbots, … tools. And with our experts, follow the emergence of new features in this still recent phenomenon, which also promises great developments in the years to come.
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Business Marketing
Marketing automation: How to perform successful campaigns?
More and more businesses are using Marketing automation in their strategies. By automating repetitive marketing processes, it helps to create a personalized offer for the user by delivering content on time. Overall, it helps to engage with both prospects & customers in a smart & efficient way. But where to start with Marketing automation? How…
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Business Marketing
Digital marketing: from consent management to zero-party data
How to differentiate yourself from your competitors? The issue is now more critical than ever. In a previous blog article, we talked about Responsive Customer Experience, a new marketing paradigm that should help brands stand out amongst competitors. Nowadays, brands have no choice but to go the extra mile: they must know how to customise,…
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Business Marketing
Digital Marketing: your business repositories are more valuable than you think
We provided in a previous article the definition of Responsive Customer Experience, a new marketing paradigm that allows brands to stand out significantly. However, the challenge lies in managing to take several steps (faster than your competitors) in order to dynamically customise all customer interactions according to their choices, behaviours and objectives. In order to…
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CRM
Marketing Strategy: why and how to implement a Customer Data Platform
In my previous article, I explained that, this year again, we would see a surge in business digitalisation, and that this would accelerate some already observed trends: namely, hyper-automation, AI directly embedded in business processes, Responsive Customer Experience… And I concluded with enterprises’ increasingly high expectations: i.e. support beyond new CRM platform implementation and third-party maintenance. In this…
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Digital Marketing: why Customer Experience First should be second nature
We have all noticed in waymarked areas those off-path trails that have sprung up on the ground or in the grass as proof of their repetitive use by pedestrians. Indeed, who has never chosen to cut across a park rather than follow the designated, longer route? It is this very observation that clues us in…
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Business Marketing
Data governance is now a critical issue for marketing
On 19 June 2020, the French Council of State confirmed that publishers could block access to their site whenever Internet users refuse their cookies, thereby making the cookie wall principle a reality. The importance of this debate, initially pitting publishers against the French Data Protection Authority, CNIL (Commission nationale de l’informatique et des libertés), shows…
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Business Marketing
What powerful marketing tools to choose in times of crisis?
Studies have shown that, even in times of crisis, such as the one we are currently living with the new Coronavirus outbreak, customers are still open to try new products, as long as these are perceived as more valuable than their predecessors. With most physical shopping experiences being shut down, marketers should support their customers…
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Data & AI culture
How to improve your ROI with Artificial Intelligence?
More & more industries starts to implement Artificial Intelligence projects into their businesses to optimize their processes and efficiency. But how to see positive return on investment from their AI projects? Transform your organisation for a better human-machine collaboration Our Orange Business Expert Podcast strive to answer business questions in the domain of Data &…
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Business Marketing
Marketing and artificial intelligence: seven current trends
Over recent years we have seen a steady increase in the powers of artificial intelligence(AI). Every sector is affected, to a greater or lesser extent. But there is (and will continue to be) one on which will have a massive impact: marketing.
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Business Marketing
Geomarketing: how can you fully exploit its potential?
Although geomarketing is currently regularly used in businesses, it is almost always badly or under-exploited. How can we put that right?
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Business Marketing
Livre blanc | Sales Transformation in a Digital World
The whitepaper "Sales Transformation in a Digital World" focuses specifically on the renewed role of CRM in the context of adapting to the new Journey standards.
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The Customer Value Exchange: The Heart of a Company
At the conceptual core of every company there beats a heart that keeps the company alive. This heart is the customer value exchange. The concept is true if your company is large, small, somewhere in between, for-profit, not-for-profit, or a government organization. It is as true for your child’s lemonade stand as it is for…
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Agile Marketing Feeds Smart Technologies
Agile marketing is not just about speed and flexibility. Agile marketing has a lot of attention right now as many people believe that it is faster and more flexible marketing. In general, this may be true, but this is only a part of the definition. To be more specific, agile marketing is a process-oriented device…
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Business Marketing
Where does your customer experience begin?
Data collection and data analysis are important pieces of our strategy to improve the experience our customers have with our business. However, have we become mesmerized by “big data” and thus forget something much more basic? We need to remember that who our customers interact with, in our business, is our business. And the better…
![Software is (still) eating the world [Partie 2]](https://orange-perspective.fac.to/wp-content/uploads/2021/02/marketing-still-eating-part2-cdp.jpg)
![[Whitepaper] Sales Transformation in a Digital World](https://orange-perspective.fac.to/wp-content/uploads/2016/10/sales-transformation-900x460.jpg)
Customer Relationship Management has become essential for all companies that adopt a customer-centric approach. But CRM practices and products are evolving rapidly, driven by data exploitation and customer knowledge, and boosted by Artificial Intelligence. Giants such as Salesforce, Adobe or Microsoft are dictating the laws of this market, which also makes room for startup innovation.
From the general design of the solution to the project implementation methodology, what choices should be made for the deployment of a CRM? Our experts break down technologies and tools dedicated to your CRM and Customer Relationship Management projects.
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CRM
Marketing Strategy: why and how to implement a Customer Data Platform
In my previous article, I explained that, this year again, we would see a surge in business digitalisation, and that this would accelerate some already observed trends: namely, hyper-automation, AI directly embedded in business processes, Responsive Customer Experience… And I concluded with enterprises’ increasingly high expectations: i.e. support beyond new CRM platform implementation and third-party maintenance. In this…
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CRM
Software is (still) eating the world
Around mid-December, a big private tourist estate in Ile-de-France (region of France) launched an email campaign to ask its customers for help, in the wake of the disastrous year that had been 2020. Options offered by the company were the purchase of visit tickets, that could be used during the holiday season or later, or donations. However, there…
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CRM
The 3 pillars of CRM-Marketing digital projects
We have initiated the publication of a series of three articles to present our current vision regarding Customer Relationship digital projects and explained in the first blog article, “CRM and artificial intelligence: how to develop and optimise your data?“, the importance of starting these projects with a strategic vision as well as an audit of…
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CRM
Retail: how to properly use Adobe Campaign and Ysance?
We recently had the opportunity to help a textile retailer redesign its transactional emails and used the Adobe Campaign and Ysance solutions to do so. In this article, I would like to present to you these 2 solutions as well as the use cases. Presentation of the Adobe Campaign and Ysance solutions Adobe Campaign The…
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CRM
CRM project: the 5 key factors that will help you (at long last) achieve your goals
Did you know that, according to studies conducted over recent years, 30 to 60% of CRM projects continue to fall short of their objectives? A trend also observed over a longer 13-year period (from 2001 to 2014 in the figure) with outcomes being the same, regardless of the solution selected, and even in cases where…
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CRM
CRM and Marketing: how to enrich customer experience?
For a number of years now, CRM and Marketing subjects have been addressed simultaneously in order to set up a unified platform that could strengthen customer relationship quality regardless of the variety of paths and experiences. As many players are involved, all efforts must first be harmonised and a one and the same customer vision…
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CRM
CRM Projects: how to optimize your Return On Investment?
After having emphasised the importance of rooting CRM projects in a strategic vision and auditing the available (and required) data capital, we broaden the scope of discussion to include the major changes that companies must undergo to remain competitive today, namely with respect to what we have termed “internal culture,” one of our 3 CRM…
Customer Experience
View all contentsData, or rather the intelligent exploitation and analysis of customer data, is the basis for optimizing the customer journey. With the proliferation of touch points and fragmented customer journey, it’s increasingly difficult to deliver a smooth, engaging and personalized customer journey and experience.
What can Artificial Intelligence solutions offer to go beyond simple customer journey analysis? With data collection and customer knowledge at the heart of the issue, discover the tools and methodologies that can be used to leverage Data to optimize the customer journey.
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Customer Experience
Why is UX design so important for your digital products?
The interest of companies in UX Design is growing and becoming necessary for companies. The aim is to constantly improve the relationship between man and machine through interaction. Why is UX Design is so important when we implement a new digital product? Our UX Design Expert, Jérémy Goldyn in our podcast will shed light on…
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Customer Experience
Customer Experience: a new digital marketing paradigm
Customer Experience has been at the forefront of marketing agencies’ and departments’ discourse for a number of years…and more importantly, a key enabler for the transformation of customer paths and companies’/administrative bodies’ internal processes and organisation. When it comes to business, digital transformation’s reach can be so deep that it warrants the modification of business…
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Customer Experience
5 new Customer Engagement trends reshaping the Digital landscape
To some extent, our habits and way of living may be changed forever by the pandemic that started in 2020. Nevertheless, the goal of digital marketers has remained the same: providing a consistent customer experience across every channel through every step of the customer’s journey. This new pandemic situation has brought a huge shift in…
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Customer Experience
Replay | Digital Customer Experience with Chatbots
Customers are placing more and more value about their own experience and have higher expectations in terms of availabilities, time to answer, self-service tools and easier messaging conversation solutions. In addition there is an increasing pressure for efficiency for businesses which results with a limited customer service and many new challenges for businesses. To answer…
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Customer Experience
The 10 golden rules of Total Experience
During the past pandemic, customers all over the world had not much alternatives but to shop online. It is a habit that people will maintain also once life returned to normal. The COVID crisis demonstrated a split in companies and the way they managed this run to digital. We can distinguish already 2 types of…
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Customer Experience
Is your marketing science?
Is marketing science or art? It seems that the only correct answer to this good old question is “a bit of both”. That being said, its scientific dimension has gained some serious ground over recent years, a fact which the following article explores further… My first job, when I first started working in marketing some 20 years ago, involved conducting market…
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Customer Experience
Customer Experience: high quality performance starts with data collection
At a time when digital transformation projects have been given a boost by the worldwide lockdown situation and the need to develop remote collaboration as well as online sales activities, we feel it would be interesting to propose a new framework for thinking about marketing and sales company data. In this day and age of ad blockers, regulatory constraints, imminent end of…
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Customer Experience
Data-driven business applications should become the norm
In previous articles, we mentioned that new work practices, such as the building of flexible architectures and services, and the provision of support to companies in customer success management mode, are emerging. However, what we did not mention is the underlying role played by data in each of the cases… No continuous improvement and no…
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Customer Experience
How Chatbots can improve your Customer Engagement
Customer support automation supported by AI driven knowledge management and NLP technologies is definitely making the difference for companies today. Whether for internal or external purpose, the advantages offered from Chatbots are huge regarding customer & product support. Discover more how Chatbots are revolutionizing the customer experience. Our Orange Business Expert Podcast strive to answer…
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Customer Experience
Smart Goals Analytics: how to encourage conversions on your website using Google smarts?
For a number of years now, Google has been making Smart Goals available to Google Analytics (website traffic analysis tool) and Google Ads (Google’s advertising platform) users. The objective of these “smart” goals is to optimise website performance based on their best sessions and using Machine Learning. Smart Goals are particularly useful for measuring conversions and…
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Customer Experience
Replay | How an FAQ chatbot does more than just respond to questions
With the increase of products and services available today, the basis of competition is changing. Differentiation in customer experience is becoming more important than ever for customers to decide between similar offers, as they place more value on experience. Moreover, customers’ expectations have risen to new levels. Are you available 24/7? Are your answers fast…
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Customer Experience
Replay | Create amazing experiences through conversational marketing
Is your challenge creating amazing experiences and driving results at the same time? A customer engagement strategy based on personalization alone will not be enough. You need to step up your game and enable marketing conversations with your customers! How marketing conversations drive both ROI & experience In this webinar, which you can now watch…
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Customer Experience
A chatbot is not just a chatbot
Whenever I start a conversation on chatbots, I realize many of my interlocutors have are already familiar with them. Sometimes the experience was good, mostly, they had mixed feelings, and sometimes they had a very poor experience with the implementation. Often, when their experience was not good, they blamed the bot for not solving their…
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Customer Experience
Chatbot/Voicebot: do you know how these technologies work?
Chatbots have experienced significant development during recent years and numerous sectors (e.g. customer service) are now starting to use them. But what are they, how do they work and what do they bring to the table? Chatbots: what are they? Generally, a bot answers questions asked by human beings, and not the other way round.…
![Create amazing experiences through conversational marketing [REPLAY]](https://orange-perspective.fac.to/wp-content/uploads/2020/06/replay-conversational-marketing-835x400-1.jpg)
