You’re on the plane from Zurich to New York. Like you, the person in the next seat is trying to make themselves as comfortable as possible while munching on an identical breakfast roll. But his ticket cost considerably more than yours. An urgent meeting, a flight booked at short notice, no alternative – that’s when many airlines ring the cash register.
The reason for this is ‘yield management’, also known as dynamic pricing or revenue management.
In 2015, digital marketing is more complex than ever. Every marketing channel – from display advertising to engine optimisation and interactive media like Facebook – has its own rhythm and momentum. The various channels are becoming increasingly specialised, so much so that professionals must constantly expand their skillset.
Companies want to use technology to make their customer shopping experience across all channels more personalised and thus more intuitive and memorable. The aim is to win customers wherever they are with a personal approach, promotional discounts and relevant advertising that enables them to find the right products and purchase using mobile payment methods.
No other web analytics tool is as widely used as the free-of-charge Google Analytics. It has made online analysis accessible to the masses and is constantly launching innovative new functions. Apart from a few data protection concerns, there is no longer any real reason to pay for an analytics tool. Or is there?
The CONNECT Web Experience, the largest Central European developers’ conference for Adobe Experience Manager (AEM) took place for the second time in Basel on 25 and 26 June. The conference, which was jointly organised by Unic and Adobe, consisted of a series of excellent talks and seminars intended to inspire developers from all over Europe and overseas.
This year, the insurance benchmark, which first appeared in 2013, has been redesigned, refined and now also encompasses Swiss banks. Both benchmarks evaluate the customer intimacy of the largest Swiss banks and insurance companies in the digital realm and identify potential for development within these industries.
Insurance companies and banks are being confronted with a significant shift in terms of customer requirements. Bank customers are increasingly emancipated and want to research products themselves; insurance customers are more independent, more interested in dialogue and increasingly sensitive to price.