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Instant delivery of marketing messages to customers triggered upon customer behaviors in real-time such as page views, clicks, social interactions, location, etc., is at the bleeding edge of today’s marketing tech. Watching all activity generates a lot of data that might indicate customer preferences and readiness to buy something.  But as many marketers have found… Read More

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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

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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 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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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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