Welcome to This Week Today, a roundup of the best links about ecommerce personalization, testing, and customer experience.

Here’s This Week Today vol. #four for Friday 7.31.2015.

1. Retailers target consumer hearts and pocketbooks this back-to-school season [Forbes]

“Many retailers are trying to break through the summer haze to engage parents by appealing to their hearts through cause-related programs that supplement or substitute for traditional price discounting. Although there are many ways to incorporate cause into a product offering, the most common are:”

2. 10 reasons Microsoft is still a force to be reckoned with [ZDNet]

“The past few years have been a bit of a challenge for Microsoft, especially if you listen to the tech journalists writing about the company. […] However, it would be unwise to write off Microsoft. Ever since Satya Nadella replaced Steve Ballmer, the company seems to be reorienting itself into a very future-facing direction.”

3. The key to personalization is data [Forbes]

“There are impressive stats to show that personalization is fast becoming the golden ticket to marketing success. Even if we don’t look at the numbers, it’s not difficult to understand the power of personalized marketing. In an era where customers value tailored experiences, personalization is not just a nice-to-have option, but a must-have marketing strategy.”

4. 10 brilliant examples of calls to action


“This is a difficult question to answer in absolute terms, because there is no strict right or wrong way to do it. If you test it out and it works then it’s a good call to action. And you should always test it. That said: there are a number of call to action best practice elements that have been shown to increase the chance of success.”

5. The Snapchat problem, the Facebook problem, the Airbnb problem [VentureBeat]

“The average person under 25 is texting more each day than the average person over 55 texts each year, [Malcolm] Gladwell says. That’s what the data can tell us.

“‘The data can’t tell us the nature of the behavior,’ Gladwell said. ‘Maybe it’s developmental … or maybe it’s generational.’

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