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Five Digital Trends Shaking Up Europe

Big data, multi-channel, mobile and social media are all impacting online buying behaviors. While this infographic is focused on Europe, the rest of the world isn’t too different. Big data is helping e-commerce providers predict purchase behavior and helping to present product offerings across channels – increasing conversion rates and upselling consumers.

A McKinsey iConsumer survey spotlights 5 key digital consumption trends in e-commerce, mobile, multichannel, social media, and big data.

The difficult part, of course, isn’t simply how companies utilize big data and how they market across channels, it’s calculating the impact of each marketing channel on the overall purchase. Large companies are utilizing predictive analytics that collect volumes of data and allow them to understand what an increase or decrease in one channel’s activity will have across the entire spectrum. Smaller companies are still left with first-touch, last-touch mechanisms which may not provide the insight and accuracy of the paths that complex consumer behaviors are now taking.

digital consumption trends europe

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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