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customer data strategy

The digital advertising landscape is in the midst of a tectonic shift. In the prior installment of this series, AdTech Earthquake Part 1: Cracks in the Foundation, we covered how changes in big tech’s privacy policies would present significant challenges to every brand that depends on digital advertising as part of its marketing mix. Since…

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Adtech ecosystem in a post IDFA wolrd

A powerful earthquake can rock foundations, destroy our greatest creations and permanently alter large swaths of landscape. The AdTech world is about to experience one such powerful earthquake. We don’t often think about it, but our best practices and complex ecosystems are built atop foundations controlled by a small handful of big tech companies—namely Facebook,…

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First Party Data, Data from the source

As a marketer or business person, you may hear the term “first party data” mentioned more and more on an everyday basis. First party data is information your business collects directly from consumers. This is your own data collected directly from your company. First party data is the most valuable data your business can gather.…

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Best practices to manage customer data

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…

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To meet the modern consumer’s high expectations for an excellent customer experience, many brands have come to realize they need to improve their ability to: Deeply understand their customers Identify customer wants and needs Activate personalized experiences that drive sustained customer loyalty At the heart of achieving this goal lies one of the most important…

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Data has a way of pushing organizations to rush. There’s an urgency to catch up to data-driven competitors, and pressure to build a full-fledged data department immediately. That can cause corporations to jump straight into data initiatives or make big data decisions without a clear strategy. This can be a big mistake, diffusing efforts or…

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By now, every relevant corporation in the world has emphasized data as a keystone of their marketing, sales and lead generation strategy. But data, of course, is not an end goal in itself. Data is a means to an end. Information and customer insights are what corporations need to launch personalized, relevant, insightful sales and…

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If you’re like most marketers, you store data in a warehouse like Hadoop, Oracle, or Teradata, which captures billions of customer event and transaction details. In theory, you expect to use all that rich data to better personalize customer experiences and marketing, specifically emails. While the Marketing Cloud ESPs claim they can ingest all your…

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