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From insight to action: 3 common pitfalls and strategies for more actionable...
As marketers, we all know the importance of data in informing our customer relationship and communications decisions. In recent years, marketing teams have prioritized creating a more tailored customer...
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The 3 things to look for in a customer-centric marketing tool
Historically, marketing has been all about the product; however, today most marketing teams are striving to put the customer first. Of course, the teams still want to drive sales, but following the...
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3 techniques to boost holiday CLV with advanced segmentation
There’s a good reason for New Year’s resolutions — with the holidays comes mass consumption. And while some of us might be concerned with our calorie intake, retailers have other concerns: US consumers...
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Simple steps to addressing your one-time buyer problem
After months of planning your marketing strategy for Black Friday and beyond, the holiday shopping season is finally here in full swing. Breathe a sigh of relief, but don’t get too comfortable — now...
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5 steps to making ‘SENSE’ of early lifecycle marketing
With the holidays in full swing, and shoppers searching for those last few hard-to-find gifts, brands are looking for a way to stand out to consumers. One great way is to cultivate the people who have...
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3 things you can do to stop (or at least slow) customer churn
With Valentine’s Day approaching, we have (customer) relationships on the brain. In a previous column, I discussed the importance of converting one-time buyers into loyal repeat customers. Just as...
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People-based measurement is the new black
Ad tech and CRM (customer relationship management) used to run in very different circles. Think of ad tech — performance marketing channels like display and search — as the cool kid of the marketing...
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Lookalike modeling breathing new life into old channels
Lookalike modeling isn’t new. It’s been a mainstay of the ad tech industry for years, used to help advertisers expand digital audiences while maintaining relevancy of targeting. The principle is...
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Optimize your holiday marketing dollars – long after the Christmas lights dim
E-commerce marketers had a lot to be thankful for in 2017. According to statistics from Adobe Digital Insights, digital transactions on Cyber Monday were up 16.8 percent year over year in 2017 —...
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The 5-step approach to driving retail growth
Most retail marketers are familiar with the concept of the retail apocalypse. Legacy retailers are increasingly losing ground to the one-click convenience, price transparency, and the endless...
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