MARKETING INSIGHTS
Turn your customer data into better experiences
Recent marketing articles
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Five trends that will reshape customer experienceApplying the latest research from HBR gives a new twist on this surprisingly relevant 2015 list of CX do’s and don’ts.
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Under siege: Improving customer experience in bankingBanks are ranking low in customer satisfaction, but improvement is possible says Digital Banking Report owner and publisher Jim Marous.
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IoT: The customer experience accelerator you can't afford to ignoreIoT represents a powerful source of data that, when combined with analytics, can yield insights on everything from behavior to emotions to health. And that's why it's key to improving customer experience.
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Effective real-time marketingEffective real-time marketing is about engaging with customers whenever and wherever they are in their buying journey. Organizations should also be focused on knowing what the customer wants (product, pricing, experience, etc.) based on real-time analytics and predictive modeling.
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Contextual engagementCreating contextual customer engagements means understanding enough about each customer to ensure that all communications over time are progressively more anticipated, personal and relevant.
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How to improve your AI marketing skillsMarketing teams can use current AI capabilities to enhance their efforts around campaign automation, dynamic pricing based on forecasting models, and by providing more relevant, real-time customer offers.
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Building confidence in your customer experienceForbes Insights surveyed more than 350 leaders at large organizations to determine how they are using data and analytics to power the customer experience.
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AI marketing: What does the future hold?AI marketing uses artificial intelligence and analytics to improve marketing results while enhancing customer experiences through real-time personalization.
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Three ways to improve real time marketing resultsReal-time marketing enables you to reach customers during purchase deliberations to provide the push a campaign needs be wildly successful.
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Customer journey mapping for better omnichannel experiencesIn this video, Daniel Newman principal analyst with Futurum, explains the value of customer journey mapping for improved experiences no matter the channel.
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Customer journey analytics goes mainstreamDigitally enhanced customer experiences that cross traditional and digital channels is an expectation for consumers. This means timely, relevant communications.
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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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The marketing analytics must-havesMarketing analytics will attune you to the true signals of what matters to customers as channels, technologies and data push the digital world forward.
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Harnessing the martech advantageMartech vendors have doubled in the past year. Find out what's fueling this growth spurt, and discover three ways to get the most value from your tech spending.
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Marketing attribution: Web analytics won’t work, but predictive analytics willMarketing attribution adds the science and removes the sorcery from your marketing efforts. It replaces assumptions and arbitrary models with data and analytics.
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R 'Ray' Wang: A conversation with a digital disruptorAnalytics Experience 2016 will host a number of influential speakers including Ray Wang, who says data is improving customer experiences in a variety of ways.
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IoT: The next best thing to reading your customer’s mindConstant streams data from myriad devices and sensors is what IoT is all about. But how are organizations using it to better customer experiences?
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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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Linking data to the customer journeyIf you want to divine your customers' future actions, look to their history. That means harness the rich customer data you already have.
Marketing: The Basics
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.
- Select a topic
- Digital Marketing
- Customer Experience
- Big Data in Marketing
- Multichannel Marketing
- Customer Analytics
What is 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.
What is customer experience management?
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.
What is 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.
What is 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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