What We Think...
Read about some of the things that get us up in the morning - other than tea or coffee...the eternal debate!
Most Popular
Web 3.0 and Zero Party Data
A 3 minute read
With the emergency of Web 3.0 zero party data - which is defined as data that people proactively share with a company - is growing in importance. And the good news for companies is that consumers are increasingly more willing to share their personal information.
Never mind Plan B, brands need a plan C for Covid.
A 2 minute read
For businesses what is becoming abundantly clear is that we must learn to live with Covid. And in today’s uncertain landscape that means agility is the name of the game.
Showcasing our Greatest Hits of 2021.
We’ve been showcasing our Greatest Hits of 2021. Here’s the last installment - enjoy and of course, comments welcome!
The New Dawn of Direct
A 3 minute read
With digital transformation the order of the day it’s easy to wave ta-ta to more traditional ways of doing things. But, history teaches us that things don’t change as much as we - and our ‘next-big-thing’ focused industry - would have us believe.
I’m dreaming of an agile Christmas!
A 2 minute read
Christmas 2021 – back to business as usual or more business as unusual? Unsure? The only certainty is uncertainty.
The flexible working myth.
A 3 minute read
Increasingly, firms are bringing their teams back to the office – in some cases with employees kicking and screaming! According to data from recruitment companies resignations are reaching a zenith across the UK with a large proportion citing inflexibility around working practices as their major reason.
Do you have a zero party data strategy yet?
A 2 minute read
It is no coincidence that customer experience is rising up the agenda. Ultimately investing in customer experience means structuring the business around the customer, and with the perfect storm of Covid, a greater focus on online privacy and fast-changing consumer habits never has this been more of a priority for businesses.
Zero the hero! Apple’s new Mail Protection Privacy and what it means for marketing.
A 4 minute read
In life, be it real, virtual or hypothesised we are constantly making decisions and weighing up pros and cons. We want to cross roads but we don’t want to get hit by cars. We’ll take an underpass unless we think it is safer to negotiate the road. We always want a deal but we never want to get conned.
There's a new chicken in town: Using zero party data as a measure of consumer trust.
A 2 minute read
It’s undeniable that things are changing and the bottom line is that marketers won’t be able to do things in the same way as we have before.
The Value Exchange Audit: Pinpoint the best points of value to maximise your customer’s experience.
A 2 minute read
Leveraging the value exchange within the customer journey is important because our research shows that doing so provides an average uplift in customer spend of 27 per cent.
Converting one-time buyers into repeat customers.
A 3 minute read
No matter the number of records, the average retail database will be made up largely of people that either have yet to buy or who bought once but not since.
Which one are you? The emergence of workplace tribes.
A 3 minute read
As Covid restrictions across the UK lift once again, stories of people returning to the office are becoming more commonplace.
Making hay whilst the sun shines: How to reactivate customers quickly and at scale.
A 5 minute read
So the shops have reopened and we’re back to cautiously treading the path to normality. Where the path leads, no one is quite sure but this is all of our ‘normal’ now and that means making hay whilst the sun shines.
Driving value through the Peak-End Rule.
A 3 minute read
There are four major types of value; functional, monetary, social and psychological. For brands developing an understanding of how to best leverage each type of value in the right measure for their specific customer cohorts is critical.
Muda in marketing: How to turn waste into value.
A 4 minute read
Here at The Thread Team, we hate waste. Detest it. One of our driving principles is the abolition of wasted talent, wasted opportunity and wasted investment. We question out-moded ways of working in order to tackle the scourge that is wastage in marketing.
The Value Exchange Part 2: Different types of value.
A 3 minute read
Value, like beauty, is in the eye of the beholder. Different disciplines have very different views of value. In accounting terms, value is the monetary worth of an asset, business entity, goods sold, services rendered, or liability or obligation acquired.
The Value Exchange: An Introduction.
A 2 minute read
It’s a concept we’ve all been getting to grips with. It refers to the much-lauded contract where consumers (we) merrily share our valuable time, attention, personal data and association in return for a customer experience that meets and hopefully, exceeds our expectations..
The Christmas curse of the One-Timer and what to do about it.
A 4 minute read
One of the earliest demographic studies was Natural and Political Observations Made upon the Bills of Mortality (1662) by haberdasher John Graunt.
The power of missions created using Zero Party Data.
A 4 minute read
Bringing together creativity and insight, data and technology to design experiences that meet - or better exceed - the expectations of each of us is now more important than ever before.
Preparing your business for Lockdown #2.
A 3 minute read
As many predicted, England is now entering into a new lockdown, albeit not quite as strict as its predecessor, but debilitating for the UK economy nonetheless.
A 20 minute read
In 1964 the father of modern business consultancy, Peter Drucker, extolled that ‘the purpose of a business is to create a customer’ and the idea behind what was to become CRM and latterly CX was born…