Micro-moments: what are they and what do they mean for marketing?

Written by Marta Pereira , posted February 22, 2017
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Marketing has always been about understanding the consumer decision process. Back in the 60s, when the discipline was starting to grow, authors Engel, Kollat, and Blackwell (1968) published what is known to be the first Consumer Decision Model, which after a number of revisions looked like this (…)

What is Net Promoter Score (NPS) and how to use it

Written by Renata Castro , posted November 02, 2016
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In the age of predictive analytics, businesses are always looking for the next crystal ball to solve the riddle of customer behaviour. Algorithms are supposed to tell you who’s most likely to buy again. Machine learning processes are expected to infer customer satisfaction levels from huge data sets. Artificial Intelligence is taking over and we just can’t get enough of it. Providing we’re still in charge, of course (hold your horses, Skynet!).

How to use product recommendations to promote cross-selling

Written by Juste Semetaite , posted October 19, 2016
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Cross-selling is a skilful art of introducing customers to complimentary products that they don’t yet know they need. It’s not only about boosting your bottom line by selling more stuff to the same customer, it’s also about improving that customer’s overall experience.

We’ve all been in the would-you-like-a-freshly-baked-croissant-with-your-cappuccino situation. It feels natural to say yes, so it must be right. And it’s a win-win scenario from both perspectives – the café squeezes higher profit from the same customer and the customer leaves the place happier than he entered it.

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