In this age of big data, big claims and big hopes about maximizing the value of data to create sales, marketing analytics plays a central role. Despite all the attention it receives, there are some enduring misconceptions about what marketing analytics can and cannot do. Here are four top “urban legends” about how marketing analytics… Read More
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
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
Personalized marketing sounds a dream come true—if you can send each customer exactly the right message at exactly the right time that gets them to buy more, you will by definition maximize revenue. The trick, of course, is figuring out what message to send and when. For that, you need some sort of advanced analytics… Read More
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