How Retail Marketers Can Keep the Personalization Promise

Posted on October 12, 2016 by Peter Moloney

The “Personalization Promise” is a confusing, sometimes overblown assurance by a continually growing clump of marketing technologists struggling to differentiate their solution. The goal is to reach customers on their own individual, specific terms and do it well enough to make them buy. But while much of it sounds the same, there are actually big… Read More

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Retail Customers: They Are What You Analyze

Posted on September 26, 2016 by Peter Moloney

Retail marketers swept along with the big data wave hope that analyzing ever more variables will uncover hidden indicators: ones that provide more accurate predictions about which customers are ready to buy, what products are they likely to buy, what will they spend, and who will defect. As a result, marketers sometimes try to collect… Read More

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“What” is Next for Marketing: Automating Customer Conversations

Posted on September 19, 2016 by Peter Moloney

A lot of marketing technology and work has gone into “how and when” to successfully reach customers. Maybe too successfully. These processes have been created then automated until they start to flood customers with messages coming from all different directions – too often messages that customers do not want. It’s time to take the conversation… Read More

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Personalized Marketing is Not Selling; It Requires Scale

Posted on September 1, 2016 by Peter Moloney

  How many marketing technology vendors say they help you personalize your marketing to customers? Hundreds? Maybe all of them? But different systems are made for different purposes. When it comes to personalized marketing, it’s important not to try fitting a square peg in a round hole. Selling vs. Marketing: A Matter of Scale Simply… Read More

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Urban Legends in Marketing Analytics: Predicting the Future

Posted on July 28, 2016 by Peter Moloney

In this age of big data, big claims and big hopes about data-driven marketing, predictive customer intelligence plays a big role.  Despite all the attention it receives, there are some enduring misconceptions, or “urban legends,” about what predictive analytics can and cannot do to boost results from marketing campaigns.  Here is #1. Myth #1: Predictive… Read More

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