When science gets ahead of art

I recently worked with a company (we’ll call them ABC, Inc.) on a customer segmentation strategy. This particular organization has a predefined set of marketing campaigns that they would send to all of their customers. There was no differentiation in the messaging or channel. We created a number of predictive […]

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Today’s ad agencies: the new Mad Men of data

What does a day in the life of an ad agency look like? In Don Draper’s Mad Men world, it involved creative brainstorming and, yes, a lot of smoking and drinking at the office. Much has changed since the 1960s. With the exponential increase in digital data, today’s agencies are […]

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Why members-only has meaning to customers at Gilt

Gilt is an online retailer based in the United States, founded in 2007 and is best known for flash sales - only available to members for 36-48 hours. It's all about giving its members the inside scoop to snag something cool and sought after, and then adding the thrill of […]

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Do you know which of your customers have the most clout?

It’s an interesting question, right? We all know our customers talk among themselves about our products and our brands. They do it in person, on the phone and on social media. Heck – even we marketers talk among ourselves and sometimes it's about our customers. It’s what people do – […]

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Being customer focused really works!

We as marketers always try to secure  the customer at the center of our universe.   We learned this basic truth from early years as marketers but often times we stray from that guiding principal.  We get distracted by product development, product innovation, chasing that next shiny object and the buzz we can […]

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What's an acceptable excuse for sloppy marketing?

I have a challenge for you - guess which of these three email offers below are what I consider "sloppy marketing." Base your decision on these demographics- the recipient is a 50-year old married male with two kids at home, has stable employment, is a homeowner with a good credit rating, active […]

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SAS using SAS® a winning combination!

A little over 2 years ago, I wrote a post about our vision for turning big data into a strategic asset.  The outcome of this vision was the development of a Global Marketing System that provides marketers with complete views of customer behavior and advanced marketing analytics so we can […]

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3 ways marketing analytics impact customer centricity

The idea of customer centricity in marketing is as "old as dirt" - it's probably been around as long as people have been interested in buying or selling things to each other. So why are we still talking about it, and why is it so seemingly elusive for some organizations? The […]

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Marketing analytics and why Google matters

I have been fortunate enough to work on some of our various marketing analytics’  implementations. One specific solution I have talked about before is Customer Experience Analytics (CXA), a solution that facilitates the integration of online and offline data for better customer insights and segmentation. It is a key part of our overall […]

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10 steps of marketing analytics for personalized national retailing

It's remarkable how the women my life really like shopping at the different Chico's FAS stores. I think a big reason is that somehow they manage to deliver a boutique experience for every customer at all their stores.  That's not an easy feat when you run over 1,000 stores nationwide under 4 different brands: Chico's, White […]

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