Frizbit Review

Frizbit is a marketing orchestration platform that allows users to reach their buyers on a highly personalized level via web push notifications, email, and SMS. It’s targeted at ecommerce businesses and assists them to bring customers back to their sit…

Frizbit is a marketing orchestration platform that allows users to reach their buyers on a highly personalized level via web push notifications, email, and SMS. It’s targeted at ecommerce businesses and assists them to bring customers back to their site. Compared to its competitors, Frizbit is not the best value for money. But it does […]

The post Frizbit Review appeared first on The Daily Egg.

Together Platform Review

Together Platform is a mentorship management software that helps to facilitate meaningful relationships between your mentors and mentees. It’s known for being extremely user-friendly, offers great program customization, and has a world-class customer s…

Together Platform is a mentorship management software that helps to facilitate meaningful relationships between your mentors and mentees. It’s known for being extremely user-friendly, offers great program customization, and has a world-class customer support team to boot. For organizations looking for a sophisticated platform to take their mentorship programs to the next level, we would […]

The post Together Platform Review appeared first on The Daily Egg.

I Am Merkle, Vol. 12

I Am Merkle is a series of interviews that showcase the individuals who make Merkle a unique and diverse place to work. This month, learn more about our featured employees from the UK DEI team, Dinah Musisi and Ryan Skeet.

1. Tell us about yourself; w…

I Am Merkle is a series of interviews that showcase the individuals who make Merkle a unique and diverse place to work. This month, learn more about our featured employees from the UK DEI team, Dinah Musisi and Ryan Skeet.

1. Tell us about yourself; where did you grow up? Where do you live now?

Dinah: I grew up in South London. While I have travelled and lived in other parts of the UK, I have always gravitated back to South London. This part of London has always been close to my heart because of the rich culture and diversity of the area. I was born in London, but my parents came over to the UK forty-five years ago from Uganda to escape Idi Amin; they were both in hiding with my older sister for six months before they left the country. My dad is Ugandan / Kenyan, and mum is Ugandan/ Pakistani which was quite unique when they were growing up. This helped shape my unique upbringing. I can still make great pilau rice, the best curries, and questionable samosas. I have three nephews and one niece who keep me on my toes, entertain me, and give some of the best cuddles around!

Ryan: I was born in a small town called Redditch, near Birmingham; which (contrary to popular opinion, perhaps – a lot of people think Manchester) is the UK’s second city! I also studied there; so, apart from a year living in Tokyo, it’s the only place I’d lived until I moved to London to join Merkle.

2. What drew you to your current career?

Dinah: When I finished school, I initially thought I wanted to be a fine art painter and I was accepted into one of the best art colleges in London. I was obsessed with the impressionists, Frieda Khalo and Georgia O’Keefe. I was never sure what I wanted to do, so I decided to postpone starting college to earn my art degree and, instead, travelled the UK as a salesperson. I was lucky enough to help set up offices across the UK. When I came back to London, I decided not to start working towards my art degree. I was too scared of being a struggling artist. So, I decided to study English and American literature while working. I have always enjoyed creating and having constant change, so being in facilities you get to experience variety. The offices help to build culture, and while we are shifting to a “new normal”, being able to create the spaces people enjoy and thrive in has always been my passion.

Ryan: I actually sort of “fell into” PPC. You’ve heard the Avenue Q song “What do you Do with a B.A. in English?” (if not, check it out – a bit crude but funny). I took a meeting with a career advisor, who walked me through three questions: What will make you happy in life? What level of income do you need to achieve those things? What job can you do that provides that income and matches your skillset? A few graduate job board searches later, and I’d applied for (then) Periscopix – and the rest is history!

3a. What inspired you to become a part of DEI? 

Dinah: 

The past 18 months has been a rollercoaster and I have learned a lot about myself. I have always been aware of my wonderful heritage but never really shared it with people; I tended to shy away. The past year has sparked conversations about race and identity. I found myself having open conversations with friends and colleagues about their lived experiences and my own lived experiences, which created camaraderie and real appreciation about their unique identities. People are beginning to become more confident when it comes to addressing ethnicity, and I think it is important to celebrate, support and amplify the unique cultures and ethnicities the people we work with have. 

Ryan: Merkle is the first company where I’ve felt safe being open about certain aspects of my identity (namely that I’m queer and a huge nerd). I’ve found that, by being open and sharing these aspects of myself, I’m inspiring others to be more authentic at work too. There are some ways in which equality has taken positive steps over recent years, but other ways in which inclusion has really been halted or even taken reverse steps (restrictions on access to life affirming healthcare for trans people; anti LGBT zones; racially motivated hate on social media) and we have a responsibility to our colleagues and the wider community to ensure that Merkle is a safe-haven against this sort of hate.

3b. What part of your new position are you most excited about? 

Dinah: As I have grown over the past few months, I want to help ethnically diverse colleagues make a change by building confidence while being able to support and amplify each other. I’m most excited to help build and shape the Ethnicity pillar. I enjoy being in a constant state of movement and am looking forward to driving the goals we have to create a truly inclusive culture. I’m looking forward to bringing people on the journey and seeing them (and the pillar) flourish.

Ryan: Having been able to contribute so strongly to achieving progress in LGBTQ+ endeavours at the company, I’m excited to be taking on a wider remit in pulling together all DEI efforts for Merkle in the UK. Intersectionality is a fundamental part of existence which cannot be ignored. My experience growing up as a queer person of colour, has been significantly different than the experiences of my white colleagues. These intersections need to be recognized in the nuances of what we do here.

4. What is your biggest accomplishment?

Dinah: Paying for my education while studying. I worked during college so that I could pay for my tuition.

Ryan: Within my first year at Merkle, I had made a name for myself as someone unafraid to ask the tough questions. Periscopix had no parental leave policy and when it was being discussed and introduced, the language used was very focused on maternity. I raised the issue of adoption, shared leave, and same-sex parents. As a result, the policies created were more inclusive from the outset.

5. To date, what has been your biggest learning or teaching moment?

Dinah: I haven’t had one singular learning or teaching moment as they can all creep up on you when not expected. When it comes to the past two years, I think, personally, it has been about being able to believe in myself and my voice. I have been fortunate enough to be around people who have helped to build and support me and my growth. I hope that I will be able to do that for others too.

Ryan: I volunteer at an annual camping event for Japanese Culture enthusiasts (read: otaku festival), and one year I was supervising an activity where a bit of a scuffle broke out between two people. Looking at them, I made an assumption and called out “Ladies, ladies, please let’s calm down!”. The two people’s faces immediately fell and, as it transpired, I had misgendered them. I will never forget the impact that had on their experience at the event and I have always fought for proper gender recognition since. It taught me that, while mistakes happen, it’s our responsibility to treat others with respect.

6. What is a moment in your life that defined or shaped who you are today?

Dinah: Personally, it was when I realised my parents are people. Growing up in London, I didn’t realise the privileges I had until I was older. My parents sacrificed a lot for my siblings and me. They migrated to another country, put up with my siblings and me (we were terrors when we were growing up), worked full-time jobs and built a life away from what they knew.  To me, they are the real powerhouses who shaped who I have become.

Ryan: As anyone who has spent even five minutes talking to me will be able to tell you, I lived in Japan working as an ESL teacher before coming to Merkle. After having lived quite inauthentically at university before that, and fearing negative treatment in a society which is known to have quite unwelcoming attitudes to LGBTQ+ people, I hid my orientation. The isolation and hard work of keeping such a secret weighed on me the whole time, and I came to the conclusion that I could only work in an environment where I could be myself after that experience.

7. What inspires you about your workplace culture?

Dinah: When I started with Periscopix, and now Merkle, it was the people and atmosphere that inspired me. You spend most of your time with your colleagues, so it is essential you enjoy the people you are around.

Ryan: One word: collaboration. In a lot of companies, competition is key, and people jealously guard their work to maintain an edge. This just isn’t the case at Merkle where we succeed together through sharing knowledge and ideas.  

8. If you currently weren’t doing what you do today professional, what would you be doing? (dream job)

Dinah: A travel blogger so I can see the world. I enjoy exploring new places and can often be found in some remote location relaxing.

Ryan: Probably a professional travel reporter. Visiting beautiful places, seeing amazing sights, and eating wonderful food – and getting paid to sass it all?! Ideal 😉

9. What was the first concert you went to?

Dinah: I can’t remember the concert, but my first single was “Push-it” by Salt-N-Pepa

Ryan: I was around 15 when I first went to see Yellowcard in a nice cosy, intimate venue. I began a 10-year love affair with live music after that, which only ended when time and money became too scarce.

10. Rapid fire

a. Favorite food

Dinah: Pork Tortas - if you know, you know!

Ryan: A dish popular in Tokyo called abura soba (oil noodles). It’s FULL of flavour but mega high in calories!

b. Favorite TV show/movie

Dinah: Anthony Bourdain: Parts Unknown – food and travel are my favourite things!

Ryan: Would have to be Buffy the Vampire Slayer. That’s a cult classic!

c. Favorite hobby/activity

Dinah: Backgammon

Ryan: I probably sink at least six hours a week into Dungeons and Dragons between the two games I run for different groups and the three games I play in (on and off).

d. Favorite book

Dinah: Lord of the Rings

Ryan: Torn between “His Dark Materials” and “The Wheel of Time” (both are series, I realise, not individual books). If I had to choose just one, it’d be New Spring.

e. Guilty pleasure

Dinah: 90’s R&B / Hip-hop

Ryan: I don’t believe in guilty pleasures. Being a nerd is about unapologetically and passionately enjoying the things you love.

f. Best advice or mantra you live by (in your own words)

Dinah:  If— BY RUDYARD KIPLING

If you can keep your head when all about you  

    Are losing theirs and blaming it on you,  

If you can trust yourself when all men doubt you,

    But make allowance for their doubting too;  

If you can wait and not be tired by waiting,

    Or being lied about, don’t deal in lies,

Or being hated, don’t give way to hating,

    And yet don’t look too good, nor talk too wise:

Ryan: Everyone you will ever meet knows something that you don’t. Go into any new encounter expecting to learn and you won’t be disappointed.

The Flexibility Principle Applied to Forms and Menus

The working memory has limited capacity. Research shows that young adults can only hold 3-5 items in their heads at a time. And the older you are, the fewer you can hold. As such, it’s easy for users to forget how to accomplish a task they’ve done befo…

The working memory has limited capacity. Research shows that young adults can only hold 3-5 items in their heads at a time. And the older you are, the fewer you can hold. As such, it’s easy for users to forget how to accomplish a task they’ve done before. When this happens, it can cause them […]

The post The Flexibility Principle Applied to Forms and Menus first appeared on UX Movement.

Best MSP Software Compared

Our team of experts spent weeks researching over 75+ of the best managed service provider (MSP) solutions and ultimately narrowed down the top five. We’ve concluded that ManageEngine is the best option for most businesses because of its popularity, rep…

Our team of experts spent weeks researching over 75+ of the best managed service provider (MSP) solutions and ultimately narrowed down the top five. We’ve concluded that ManageEngine is the best option for most businesses because of its popularity, reputation, and extensive product offerings for MSPs with different needs. This guide will help you find […]

The post Best MSP Software Compared appeared first on The Daily Egg.

Best EDR Security Systems Compared

After researching and testing dozens of EDR security systems, our team of IT security experts has narrowed down the top five solutions to consider in this category. Sophos Intercept X will be the best option for most people due to its versatility and h…

After researching and testing dozens of EDR security systems, our team of IT security experts has narrowed down the top five solutions to consider in this category. Sophos Intercept X will be the best option for most people due to its versatility and high-level performance. Sophos offers a wide range of features and pricing options […]

The post Best EDR Security Systems Compared appeared first on The Daily Egg.

How the Travel Industry Can Use Customer Journey Analytics for COVID Recovery

There’s no question that the travel industry was one of the hardest hit industries from COVID-19 during the past 14 months. Now, some of the industry is starting to bounce back and regain the course that was leveled last year. As the industry begins th…

There’s no question that the travel industry was one of the hardest hit industries from COVID-19 during the past 14 months. Now, some of the industry is starting to bounce back and regain the course that was leveled last year. As the industry begins the legwork of recovery, analyzing the customer journey can play a key part in understanding how customers are engaging with the brand and buying.

Customer journey analytics is the approach to building informed customer experiences to maximize the impact of marketing efforts and minimize waste in marketing dollars. As it evolves, it requires some new skills and approaches to get it right. It starts with informing how we understand the customer, then it influences how we design the experiences, informs how we operationalize the changes, and helps to shape individual experiences in real time. At its best, customer journey analytics ensures a systematic means of evaluating and monitoring outcomes and continuously improving the process.

Segmentation is Key

Not every customer is the same or wants to engage with your brand the same way. Therefore, one of the biggest focus areas of how to manage customer journey analysis and planning for the travel industry is around segmentation.  Everything needs to start with the customer segmentation in mind and tie back to that, especially during the COVID-19 rebound effort. The segmentation type can be selected based upon comfort level as well as desired speed to market.

Common Segmentation Approaches:

  • Statistical clustering to build mutually exclusive personas – An ideal approach that can inform media and creative strategy but takes longer to develop
  • RFM (recency, frequency, monetary value) rules-based – Higher speed to market but less accurate/holistic

The value component in segmentation greatly aligns with loyalty and how much someone spends with the travel company. Communication plans need to be very tightly informed by this information.

At a high level, a basic customer journey segmentation could look like this:

High value customer

This customer is in the ideal spot where we want all customers to land. These customers are brand advocates, are all in on your loyalty program, and they frequently support your brand. This segment should be used as the lynchpin to follow for other groups. Understanding what makes this segment valuable to your brand (beyond potentially having higher disposable income) and how they engage with your marketing touchpoints is crucial and can be teased out via the customer journey analytics process.

Medium value customer

Insert marketing touchpoints that are relevant to the high value segment to help replicate the high value segment success. You may find that the medium value group responds to a certain channel over another to bring more conversations. Double down on what is successful to make this group successful. Do you need to give incentives for lower groups? They could command a lower income and could benefit from deals or offers, or a more specific type of offer that helps them convert. Analyzing existing customers will inform how to build lookalike audiences to talk to prospects in a similar manner. Not every customer is the same, and because of that, marketers need to think like that today, especially in paid media activation.

Low value customer

These customers are low spenders and may only purchase when you have deals. However, this group is also important in your customer journey analytics as they can be studied to find targeting attributes or touchpoints to omit in your marketing efforts. It is important to understand what motivates this group and understand why they don’t make more purchases. This information can be used to avoid wasting ad dollars on similar customers.

Another important segmentation to consider is prospective customer vs. current customers. To do this, take all your data points, lay them out, and see how conversions are driven from your prospects and your current customers. What is drawing in new customers, and what are you doing that is keeping them coming back? Extract insights to find what makes high value customers, then try to replicate further (extract specifics on what makes them valuable). As an example, think about a frequent flyer loyalty card. If you don’t have a loyalty program, these analyses will be made from scratch. The focus should be on driving profitable conversions, so conversions shouldn’t be looked at as a whole but instead broken out using your segmentation framework.

Most travel organizations have a loyalty component. Therefore, loyalty needs to be instrumental to your strategy in this process. From here, depending on the company, it may make sense to create subgroups to hone into specific audiences based on your goals. Customer journey analytics analyzes what happens today and where to be to bridge the gap, so think about the segments that make up your most valued customers.

Common Pitfalls of Customer Journey Analytics

  • The journey analysis needs to be grounded in data from start to finish. It’s a science and an art but goes beyond simple gut feelings
  • What you want customers to do is one thing and what they actually do is another
  • Misconceptions of what customer journey mapping actually is. Start with data analysis and evolve it into a strategy. Start with the facts, layer in a measurement framework to understand how people are moving from step to step
  • As you’re developing your creative/messaging strategy from the customer analysis, avoid tone deaf messaging, personalize, especially for your known customers. People expect personalized experiences and if you don’t do it, they can become a detractor for your brand 

Want to learn more? Check out our handbook, The Ultimate Guide to Customer Journey Analytics here.

Balancing UX with Security

Did you know that in the first half of 2020, the data breaches accounted for 36 billion records!? Well, that reflects the concern one should have for data security. Security is a must-include feature in UX design. However, it is a challenging task to b…

Did you know that in the first half of 2020, the data breaches accounted for 36 billion records!? Well, that reflects the concern one should have for data security. Security is a must-include feature in UX design. However, it is a challenging task to balance security and design. Challenges in UX design with Security UX […]

Understanding the Enterprise Data Platform: Key Use Cases and Architecture

An Enterprise Data Platform (EDP) is a central data repository of an organization where all consumer, marketing, and intelligence data is unified. It serves as a foundation for operational and enhanced data functions, such as marketing, analytics, etc….

An Enterprise Data Platform (EDP) is a central data repository of an organization where all consumer, marketing, and intelligence data is unified. It serves as a foundation for operational and enhanced data functions, such as marketing, analytics, etc., across the enterprise.

Anatomy of a Good vs. Bad Sign Up Form

It’s hard to tell the difference between a good and bad sign up form at first glance. But when you examine the design details of each form field, the difference becomes clearer. Bad sign up forms make users do extra work with more typing and thinking t…

It’s hard to tell the difference between a good and bad sign up form at first glance. But when you examine the design details of each form field, the difference becomes clearer. Bad sign up forms make users do extra work with more typing and thinking than necessary. Good sign up forms lessen the user’s […]

The post Anatomy of a Good vs. Bad Sign Up Form first appeared on UX Movement.