MARKETING INSIGHTS
Turn your customer data into better experiences
Recent marketing articles
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What is marketing automation?Marketing automation uses the customer data you collect to create more effective campaigns and for better decisions across all channels – email, social and web.
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Real-time customer engagement is the future of experience managementReal-time customer engagement delivers contextual recommendations and decisions to your interactive customer channels at every possible touch point.
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Marketing for the midmarketMidsized organizations know their greatest asset is customer data. With analytics and powerful data visualization they're improving customer engagements.
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It’s time for marketers to get serious about dataShould your data be doing more for you, or should you be doing more with your data? The answer for marketers is yes to both parts of the question.
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The marketer's dream: Harmonic convergenceCustomer journey maps, strong internal partners and clear strategies for change can help marketers align organizational efforts to foster peace and harmony.
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Customer loyalty in a digital world: A new approachCustomer loyalty offers a good news/bad news message. Loyalty programs are on the rise. Bad news? About 60 percent of your customer don't belong. Here are some ways to attract and retain the best customers.
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Marketing measurement do's and don'tsHow can marketers capture the C-suite's attention? Draw a clear line between marketing activities and results.
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How to build better customer loyaltyCustomer loyalty just doesn't happen because you wish for it. You have to work at it. Here are some ways to make your efforts more successful.
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Know your data, know your customersIn the digital world, customers expect to be known as individuals with distinct preferences, not just as one member of a segment. Learn how to start with analytics.
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Building a high-performance marketing engineA typical gas-powered car has more than 10,000 moving parts. Mega car dealer AutoNation had at least that many marketing parts to deal with when the company consolidated dealerships in 15 states. Here's what you can learn from their experience.
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How to be cool, not creepy, with customer dataWhat concerns do retailers have regarding consumer privacy? And how are they addressing those concerns while still meeting customer needs? Find out why our panel of retail executives recommends a conservative approach to consumer privacy.
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The first step in building a better customer experienceIt's true that you can't build a great structure on a weak foundation. Learn what it takes to make a solid start on your data groundwork.
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The era of gargantuan dataAt The Big Show in New York City, we heard from eBay, Chico's and Brooks Brothers about their use of big data for customer loyalty.
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Seven characteristics of the modern consumerToday's consumers are connected, content driven and global. Learn how leaders from eBay, Chico’s and Brooks Brothers described their shoppers at the recent Retail Big Show.
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The value is in the visit, not just the saleHistorically, omnichannel strategies have focused on optimizing sales for each channel, with a goal of driving a purchase from every visit. Not anymore, says Darren Stoll of Macys.com. Now, the focus is on optimizing the overall customer experience. Keep reading to learn what that means for the iconic brand.
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The intelligence behind customer loyaltyResearchers from the Kellogg School of Management discovered that there are three categories of shoppers with very different shopping patterns. For retailers, this means segmenting loyalty programs based on the distinct patterns of each group.
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Five content strategy lessons from ANZ BankContent marketing has helped ANZ dramatically increase online sales of its business products. Find out what they've learned about content strategy.
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Five tips for improving customer profitability from Harvard Business ReviewRight now, customers are experiencing your company online, on your mobile app, by phone and in person. Are those experiences forging a bond – or driving them away? New research from HBR reveals the customer experience lessons you need to apply now.
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Three tips for data-driven marketing from the Las Vegas SandsRom Hendler, Chief Administrative Officer for the Las Vegas Sands is a firm believer in managing marketing with analytics. Here's how he does it.
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How to build a mobile marketing strategyDeveloping a mobile marketing strategy can be daunting, especially if your current approach lacks a clear focus and strong connection with customers' wants. Here are the questions you should be able to answer before your strategy work begins.
Marketing: The Basics
- Marketing Analytics
- Digital Marketing
- Customer Experience
- Big Data in Marketing
- Multichannel Marketing
- Customer Analytics
Marketing Analytics
Gut-feel marketing won’t get the results you’re after. You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Learn how to plan and manage your marketing programs more efficiently and effectively than ever before. Streamline your marketing operations. Get more value from your digital assets. Link marketing performance to real revenue. And find out which marketing activities are working, which ones aren’t – and why.
Learn more about marketing analytics
Digital Marketing
Consumers have access to information any time and any place they want it. If you want their business, you have to deliver personalized offers tailored to their needs. You have to manage customer relationships across all channels, initiate dynamic customer interactions, and extract value from big data to make better decisions faster. That’s digital marketing done right. And you can’t do it without analytics.
Customer Experience
Customer experience management is about knowing your customers so completely that you can create personalized experiences that win their loyalty and entice them to evangelize to others about you. That’s the most valuable advertising there is. To deliver, you need analytics. With analytics you can create and maintain complete customer profiles. You can personalize all customer interactions. And you can get the right message to the right place at the right time – every time.
Big Data in Marketing
Having big data doesn’t automatically lead to better marketing. It’s the insights derived from big data, the decisions you make and the actions you take that make the difference. With high-performance analytics, marketers can use big data to develop more relevant, personalized communications. Plan, prioritize and optimize their marketing. Test, execute and improve marketing automation to improve efficiency and ROI.
Multichannel Marketing
Multichannel customers zoom between channels, spending three to four times more than single-channel customers. And if your brand isn’t there to greet them wherever they pop up, you’ll lose them. To engage these consumers, you need an effective multichannel strategy. And for that, you need analytics. With analytics you can get a single view of the customer across all channels. You can establish a multichannel marketing platform -- and create a consistent customer experience at every touch point.
Learn about multichannel marketing
Customer Analytics
It's a customer's world, and marketers just live in it. If you want to do more than exist in survival mode, you've got to embrace that fact. There comes a time when common sense marketing must intersect with the science of analytics if you want to turn data about your customers into something you can actually use to deliver timely, relevant offers that delight customers, rather than annoy them.
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