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PersonMatch, audience segmentation

Many marketers have increasingly embraced the Pareto Principle, the idea that 20 percent of their customers generate 80 percent of their revenue. Given this, it makes sense they would invest a disproportionate part of their resources marketing to their best customers, since it can have a much greater impact on revenue than indiscriminate, batch-and-blast messaging.…

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Change Management with in your digital transformed organization

Reflecting on my 20+ years in the field of customer analytics, I’ve come to the realization that one of my biggest challenges has always been getting my business counterparts in the organization to look at a customer holistically. I don’t mean this from a data perspective—I’ve seen great success helping bring together disparate data for…

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Scaling Up the “Little Black Book”: Three Steps to Personalized Journeys

Remember those little black books store associates used to keep—and how closely they guarded them? They knew first-hand the value of greeting customers by name, understanding their preferences, having insight into past purchases, etc. Essentially, providing personalized journeys, in person. Of course, it would be impossible to scale the little black book model across thousands…

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Retail 2020: Forging Customer Connections through Data

2019 has been a year of tremendous challenges as well as opportunities for the retail industry. On one hand, there are still questions about the future of physical stores. Barneys and Lord & Taylor—both venerable New York institutions—closed some of their highest profile locations, including flagship stores. On the other hand, we are in the…

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Customer Experience Optimization

Customer-centricity Is The New “It” Term, But… Customer experience optimization is a frequently stated goal of modern customer-centric organizations. You hear about it across industries: leaders of marketing, technology, product, and operations functions (to name just a few) often consider it as one of their main KPIs. However, is there an agreement about the definition…

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WWD: Unlocking the Hidden Value of Cross-Channel Shopping

As I wrote in a recent article for WWD, many brands treat cross-channel shopping, or omnichannel, as a burden—something must do, just so they can keep from falling behind. However, omnichannel retailing can also provide an enormous opportunity. Consider this: at the brands I have worked with, multichannel customers deliver: Higher revenue. Average annual revenue…

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Success depends on building agility into every step

Business leaders today are under constant pressure to react quickly to the market and ever-changing customer needs. Success ultimately depends on their ability to build in agility at every step, from strategy to execution. What Is Agile? Think about Agile as a flexible approach to managing projects that uses frequent iterations to test and learn,…

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How to Use Customer Data

When I began working in CRM and analytics, brands segmented audiences in a highly rigid, top-down way. For example, to attract high-value customers (HVCs), they targeted consumers based on a single demographic attribute—for example, a high-income zip codes. Two decades into my career, I still see many brands approach customer data segmentation this way.  …

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Consumers are drowning in totally irrelevant marketing messages. Ironically, this makes them even more eager to hear messages from brands that can cut through the noise and guide them to the products and offers that are truly relevant. “Customers are constantly telling brands what motivates them and what turns them off– from the purchases they…

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