How optimisation delivers value: the hands-on view

Optimisation techniques are used in a variety of business contexts to find the best combinations that deliver the desired results, often measured in terms of value added from maximising revenues, minimising expenditures, or both. In marketing, a frequent problem that's well suited to optimisation is when one has: Many customers (often millions […]

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More advice for marketers from moms

Once again Mother’s Day has arrived and we all should take a moment to honor our moms. To that end, I’d like to reprise a post from two years ago, Happy Mother’s Day: advice for marketers from moms, and add some more motherly advice to guide us in marketing. Many thanks to […]

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Using analytics to delight customers at Scotiabank

In every industry, there’s one perennial challenge - how do you consistently delight your customers? How do you show them that you instantly know who they are, no matter when or where they interact with you? How do you turn them from lukewarm acquaintances to passionate brand evangelists? Scotiabank has […]

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Celebrate Earth Day with better marketing

Today is Earth Day – an annual event that began in 1970, which is considered by many to be the spark of the modern environmental movement. Recycling, environmental impact consideration, resource conservation and similar concepts are all rooted in the idea that as humanity grows and evolves, our impact on […]

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Why forecasting is the next frontier in retail

Retailers are always trying to get closer to customers. But it’s not just about improving service to those customers – it’s about understand more about what products they are demanding so as to make better forecasting decisions around, for example, how much of a particular item is needed in stock. […]

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Customer loyalty programs failed me three ways in one day

Just this week, I had a whirlwind experience with three customer loyalty programs that left me scratching my head (and not necessarily feeling loyal): Loyalty Experience#1: No value The other day, I went out to dinner with a friend of mine. The restaurant we went to is part of a […]

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Your customers are already omni-channel. Are you?

Companies like Travelocity, Uber and Yelp have forever changed the way consumers plan their travel and entertainment. Can you remember when you had to book your trips through a travel agency? These innovators have raised the bar for other industries, so can the banking experience be changed in the same way? […]

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Déjà vu: Why CEM is new again

Déjà vu. For me, this term immediately conjures images of Bill Murray waking up in Punxsutawney, Pennsylvania on Groundhog Day – repeatedly.  In French, déjà vu means “already seen” and while I usually fall solidly into the realm of skeptic in matters like these, I have to admit feeling a […]

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3 steps to better marketing emails

As mentioned in a previous post about how we try not to annoy our customers, we really make sure we're not just going through the motions in complying with anti-SPAM laws. And it all has to do with how we regard customer relationships - they're valuable and we want them to be based on mutual […]

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We really must opt-out of annoying our customers

In the last two weeks I've put some effort into opting-out of emails. I can't read them all because simply get too many, so something has to give. In some cases, I signed up for the newsletter or opted in to something with every intention of keeping up, but it just became too much. […]

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