Kale Blog

Forbes has just published the "Customer Experience All Stars" list, which ranks the 300 brands with the best customer experience in 2023. The ranking is the result of a survey of more than 120,000 US consumers. Which brands have the best customer experience and what can we learn from them?

A/B testing is a fundamental strategy in marketing, as it allows you to maximise conversion rates and solve previously undetected problems. In this article we explain what A/B testing is and how to carry out an A/B test in 8 steps.

In 2024, the landscape of customer experience is poised for a transformative journey, as businesses harness cutting-edge technology and a profound understanding of consumer needs to redefine the way we engage, delight, and retain customers.

After emerging from a global pandemic and facing persistent threats of recession, business leaders are anxious to boost growth. The general expectation is that 2024 will see at least a modest increase in available budgets. In this article, we dive into the areas of investment that both business leaders and technology experts should consider to foster growth in 2024.

A uniform, one-size-fits-all approach to go-to-market strategies is simply non-existent. However, the need for a structured methodology becomes apparent in the dynamic landscape of business operations, where the pursuit of a customer-centric go-to-market strategy becomes a high-priority.

A/B testing plays a major role in the development of effective and productive marketing strategies. It is one of the most widely applied measurement and optimisation methodologies in digital marketing, but what exactly does it entail and how should it be applied to achieve efficient results?

As of 1 July 2023, Google Analytics, formerly Universal Analytics, has transitioned to Google Analytics 4 or GA4 across the board. Leveraging the opportunities provided by the new analytics engine, we explore the 10 key features of GA4 and its relationship with Google Tag Manager (GTM).

Customer segmentation is one of the most efficient processes to know our customers and develop customer-centric strategies. However, there are different types of customer segmentation and not all produce the same results. Learn about them here.

In 2023, the consumer landscape and customer behavior has changed dramatically. What should companies do to adapt to the new ecosystem? We review the top 10 marketing and customer behavior trends that companies need to consider.

Attribution models are an essential tool for understanding which marketing efforts are working best for a company as well as for identifying areas for improvement. This article explores what an attribution model is, what types of attribution models exist and how they can be used in digital marketing.