If you’ve ever been asked to evaluate technologies for segmenting and analyzing customers, you’ll probably be shown beautiful visualizations or maybe enticed by highly useful metrics, such as customer buying predictions for different products, expected spending by customer, or risk of churn. At some point, you will ask the vendor how is it done, and… 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
1. Could you tell me a little about your background and how you came to be the CEO at Loyalty Builders? I’ve worked in marketing positions at all levels since early in my career, and owned and a marketing services firm with many clients for over eight years. I helped bring to market several analytics… Read More