Guest Post | Advt. | Query:

All data no action: UK’s top ecommerce companies not delivering personalised engagement, despite having user information at their disposal

Mapp Digital’s ‘The Digital Customer Engagement Index’ suggests that email remains king in marketing communications with 96% usage, while multi-channel remains unexploited

LONDON, UK, December 8, 2016 – Mapp Digital, LLC (, one of the largest independent digital marketing technology companies in the world, today launched The Digital Customer Engagement Index[1] – a forensic analysis of the digital marketing methods of the Top 50 leading ecommerce brands in the UK.

The study, which focuses on three key channels (email, mobile apps and social media), reveals that relatively few of the UK’s top ecommerce companies are taking user preferences, personalisation and optimisation across devices as seriously as they should.

While 96% use email as their primary form of marketing communication, only 26% personalise emails, 60% personalise the web experience, and a mere 2% use a personal approach in their mobile apps – despite most brands asking for customer names and other identifiable information.

“All data no action summarises the broad approach we’re seeing from the UK’s top ecommerce brands. But broad is no good when it comes to marketing in a digital revolution when customers relationships with brands are changing to an ‘always on’ culture, and you explicitly ask for information about them” said Rolf Anweiler, Senior Vice President Marketing, Mapp. “Many brands are still more 9 to 5 than 24/7 when it comes to marketing. With the proliferation of channels, devices, and technologies comes a great opportunity for marketers. At the moment, though, most are being bland, formulaic and not quite delivering.”

In mobile app marketing, where 92% of brands have a mobile app, most seek permission to send notifications. Despite this, only 17% actually delivered a message across the duration of Mapp’s study. The study also looks at how brands are orchestrating cross channel engagement, noting that only 25% of the top brands with bricks-and-mortar stores are using technology to drive engagement when potential customers might be passing by. This indicates that most are wasting a huge opportunity to grow the mobile channel and engage with customers, especially mobile savvy millennials.

Key findings from the study include:

  • 94% of those analysed sent at least one email to their customer base during the study
  • 78% of emails assessed during the study were not fully responsive, meaning that the mobile email experience for most customers is very limited
  • Only 13% of brands assessed had a preference centre on their website, inhibiting personalisation of messages and content
  • Only 11% of brands with mobile apps connected the dots between digital channels (for example, by enabling social sign in)
  • When it comes to posting seasonal content on social media channels 45% of brands chose Facebook, 52% turned to a Twitter feed and only 20% utilised their Instagram account

“What this research most clearly highlights is that in an era when brands are pushing for more personalised, individualised marketing, some of the largest ecommerce brands in the UK are still failing to create meaningful engagements due to inconsistent use of digital channels” said Anweiler.

“Never has having a consistent strategy been more important, nor has combining the data from the multitude of digital channels to create a holistic view of the customer. It is – or should be – simple to deliver highly bespoke messages. Marketers today have all the tools to achieve this” said Anweiler.

Built by marketers for marketers, Mapp Digital was created by the combination of BlueHornet Networks and the digital marketing-related applications business purchased from Teradata Corporation in July.

Download the full report here:

[1] Research conducted over one month between March 19th and April 20th, 2016, of the top 50 leading ecommerce companies in the UK (identified from IMRG)

About the study
The Digital Customer Engagement Index analysed the digital marketing of the Top 50 leading ecommerce brands in the UK, across three key channels: email, mobile apps and social media. For each channel, the study subscribed to relevant communications, and monitored brand engagement, websites and apps over a period of four weeks, between 19 March and 20 April 2016 (including the Easter holiday).

About Mapp Digital
Mapp Digital, LLC, is one of the largest independent digital marketing technology companies in the world. Built by marketers for marketers, Mapp provides a comprehensive family of software and customer-centric services including a sophisticated data management platform; tools that optimize email, mobile, app, social and web marketing; and campaign management and strategy consulting. The company is headquartered in San Diego, with European Operations in Munich, and R&D and sales/customer support centers in Paris; London; Manila, Philippines; Milan; Madrid; Amsterdam; Eindhoven, Netherlands; Copenhagen, Denmark; Tel Aviv, Israel; Krakow, Poland; San Francisco and Raleigh, N.C. Mapp has more than 3,000 customers including Puma, PepsiCo, KFC, PacSun, Thomas Cook, Deutsche Telekom, Bon Prix, Cnet, Xerox, TUIfly, Lloyds Banking Group, TSB Bank, and Deutsche Bank.

Have any Question or Comment?

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

…… ……. … …

……… …. …….

….. …… ………

……. ….. …….

.. ……. …….. 0

buy! buy! CHEAP! Telefonie VoIP CHEAP! buy! buy! CHEAP!

.. ……. …….. .

buy! buy! CHEAP! Telefonie VoIP CHEAP! buy! buy! CHEAP!


……. ….. ……..


For the 2012 MLB period, we found an totals forecast Joao’s Renowned Over/Under João Zorro Gonçalves, Zcode Totals Pro, System of the time with progressions that have been successful over 98 98% ... We eventually perfected our over/under program ( Zcodesystemexclusive ), although it h-AS has brought years of investigation. Five Steps to Making a Winning MLB Method: 1. Execute appropriate cash management tools. 2. MLB rules that are comprehend. 3.Extensive testing back to make sure successful longterm results ...


There is always a challenge when you're dealing with the Foreign Exchange Market. That's just the nature of the beast. The best thing you can do is to learn about how the market operates as a whole so that you will be ready to meet these challenges. iq option penipu Never be misled by any profit gains in binary options. This is the number-one way traders end up losing their money and ultimately failing. Remember that the same things that make you laugh can make you cry in this market, and you can lose that $700.


Learning Polish has never been this fun and easy as with our podcasts Learn Polish with Polishpod101 Start today and become conversational in Polish in no time


The Best Website Agen Poker Resmi Terpercaya come join


Do you need edmonton phone systems service ? Call complete communications today!


High-tech solutions for easy start-up of your IPTV/OTT-business



If you want to purchase not only one item, you have a chance to enjoy privileges. There is a sale’ tab on the site which offers a fantastic range of reduced counterfeit watches and accessories, such as sunglasses, cufflinks, watch straps and pens. Luxury Jewelry Replica At MCA.MN On Sale You get a 5% discount if you buy two pieces, this discount increases to 10% if you buy 4 pieces or more. There is free international shipping on all orders on this site. We also offer customers a free return anytime with a 100% money back guarantee.