Posts by Ryan Greene
What Are Human-First Mobile Experiences?
A human-first mobile experience turns traditional marketing processes on its head. Instead of designing apps and other experiences around the messages marketers want to push, human-first experiences are architected from the ground up around the needs and/or preferences of individual users—regardless of when, where, why and how they engage with your business. Martin Chow, VP…
Read MoreWhat is a Customer Intelligence Platform?
A customer intelligence platform collects customer data from a range of relevant data sources, and unifies that data to make it analysis-ready. The platform then applies sophisticated analytics, using AI/ML as well as human-driven analytics to glean actionable insight from customer data. The most effective customer intelligence platforms—also called customer data platforms (CDPs)—enable marketers to…
Read MoreWhat is One to One Marketing?
Nearly 30 years ago, Don Peppers and Martha Rogers published one of the most important business books ever written: “The One to One Future: Building Relationships One Customer at a Time.” Peppers & Rogers predicted a future where brands would use one to one marketing to personalize customer communications and interactions at scale. Their predictions…
Read MoreUsing Data Enrichment to Improve Marketing Performance
For brands that seek to put the customer at the center of everything they do, and want to do so at scale, data is the foundation. It all begins with the data set you collect about your customers, directly from your customers. Your all important first party data. In its raw form, however, first party…
Read More12 KPIs Every Marketer Should Define and Know
12 KPIs Every Marketing and Customer Experience (CX) Pro Must Know As marketers and CX pros, we measure lots of different things. These marketing and customer experience analytics are critically important to the day-to-day operations of our businesses. But certain marketing analytics get elevated to an even more special status: key performance indicator or KPI. …
Read MoreBehavioral Segmentation (And Why It’s So Important)
If you read our blog post “What is Customer Segmentation?” you learned that market segmentation is a technique where existing customers are split into groups based on similar attributes or affinities. It covered a range of methodologies for segmentation including demographic, firmographic, psychographic, needs-based, and more. But one marketing strategy, in particular, behavioral segmentation, is…
Read MoreIs Your CX stack Smart Enough for the Omnichannel World?
Customer experience (CX) is the new battleground for practically all industries, and central to winning the battle for the customer’s loyalty is the ability to understand their needs and changing preferences. To produce a better overall customer experience, brands need to realize it’s more than just adding a live chat feature for conversational support or…
Read MoreCustomer Database Management Best Practices
5 Best Practices for Customer Data Management in the Experience Economy Consumer expectations have dramatically shifted in the past few years. Consumers now expect every experience they have with a brand to be tailored and personalized. In fact, 80% of consumers say that the experience a company provides is as important as its product or…
Read MoreShould I Buy vs. Build My Customer Data Platform?
A Customer Data Platform (CDP) has become an essential capability for organizations to manage data and enhance their customer-centric strategy. The need for marketers to connect customer data and activate experiences from a single centralized location has unleashed a spectrum of vendor and in-house solutions. However, there are multiple similar offerings that can be easily…
Read MoreYou Don’t Know Your Customer Anymore
You Don’t Know Your Customer Anymore Written by Francesca Danzi, Chief Client Officer / Digital Transformation / Startup Advisor / Keynote Speaker Featured submission originally posted on Linkedin – May 19,2020 Traditional algorithms cannot help in predicting purchase behaviors today because they are based on historical data. Behavior change brought about by Covid19 invalidates much…
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