behavioural segmentation

The impact of behavioural data

Digital advertising generates annual revenues of 41.9 billion euros in Europe. A growing percentage of these revenues and the underlying growth are attributable to the use of behavioural information. Data is fundamentally transforming the way brands implement their digital marketing strategies. Read more

Personalization can generate up to 20% ROI

The implementation of personalization guarantees positive results in any marketing strategy. However, its use needs a qualitative analysis of data and the behaviour of consumers who visit your website.

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Do you know who your website visitors are?

It seems an obvious question. However, according to a report published by WBR and OneMarket, 64% of retailers said they were not able to identify the majority of their website’s visitors, while 57% said they did not use CRM platforms. This means, in most cases, their customer segmentation is not accurate.

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Would you like fries with that? The power of cross-selling

The famous phrase used by McDonald’s employees is the best and most useful example of cross-selling. When they ask you if you want a bigger option, that’s an up-sell. However, many times they are confused: up-sells and cross-sells are complementary, but they are not the same. Up-sell encourages a customer to buy an alternative higher-priced option. Cross-selling recommends an accessory or complementary product and, in some cases, an additional service.

Cross-selling identifies products and services that meet additional needs not considered in the original purchase. Cross-sales are a more effective strategy to generate additional revenue than trying to sell a product for the first time to a new customer. Likewise, cross-sales create opportunities to provide a good experience and build deeper and more solid customer relationships.

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