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
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
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
Personalized marketing sounds like a marketing 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 maximize revenue. The trick, of course, is figuring out what message to send and when. For that, you need some sort of… Read More
Solid Customer Recommendations Are the Key There are dozens of “real-time experience”(RTE) engines for e-commerce on the market right now, but they are all very different than Loyalty Builders. We solve different problems and are usually complementary to RTEs. But it’s a busy marketplace out there and it can be confusing. Here is a look… Read More
Attribution is a heavy topic in a world where information access and customer interaction happen anywhere, anytime. Where marketing is becoming a connected web of communications and calls-to-action (CTAs) designed to immerse the customer with a 360-degree experience and a guided journey. In such a world, how can you attribute customer actions to… Read More