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
In Automating the “Last Mile” to 1:1 — Offers that Lift Revenue and Loyalty, Loyalty Builders CEO Pete Moloney guides marketers on a clear, high-ROI route to reaching individual customers with recommendations that work. Despite marketing automation efficiencies in “how” and “when” companies reach their customers, research shows that “what” is far more important. But — knowing… Read More
Marketers have been cranking away with technology to address how and when they reach out to their customers. And they have been successful, sometimes too much. As these processes have been created then automated, it’s become too easy to flood customers with messages coming from all different directions. Meanwhile, customers are concerned about getting too… Read More
Mid-sized retailers have their hands full. On the one hand, they have access to more data than ever before, but squeezing out the value for relevant customer messaging and personalized product recommendations looks like a daunting, expensive task. On the other hand, they need to fight to avoid losing market share from approaching behemoths like… Read More
Retail is intensely competitive. You either need to go really big, or find a niche where your service, quality or convenience appeal to your most important customers. And that personal touch better be pretty appealing to pull customers away from Amazon, Wal-Mart, Home Depot and other giant competitors with crushing economies of scale. Otherwise, the… Read More
Retailers, consumer products and services companies, B2B suppliers are all fighting to engage customers and keep them from going elsewhere. And smart marketers know the fastest, highest-ROI route to success is to increase the lifetime value of existing customers. Understanding what individual customers will buy, how much they will spend and what products they will… Read More