2017

2017

2017

How to Leverage Your Customer Data to Maximum Effect

Data does not have a great deal of intrinsic value in isolation. Said differently—it’s what you do with data that matters. Collecting it is of little direct benefit when it’s simply stored to no end. Conversely, when it’s put to use in service of your business goals--and chief among those should be delivering the kind of personal engagement that makes customers more loyal and more profitable--companies can be transformed.

2017

Sephora's Customer Experience Wins & Untapped Potential

I have never been a big makeup person. Don’t get me wrong -- I need it and don’t ever go out without it, but I stick to the basics. I am an athlete, so that complicates the attention I choose to give to makeup. The surplus of options and brands Sephora offers is intimidating. Primer, powder, bronzer, and mascara is the combination and extent of the makeup I consistently purchase but unlike most people, I am a true loyalist.  For me, Sephora is the best place to go because I know they will always have the brand I love: Laura Mercier. I am loyal to Sephora and buy all of my products at their stores or online. Here’s where I think they are delivering a great customer experience and opportunities for them to turn passive makeup purchasers into frequent shoppers.

2017

What's Real-Time Marketing?

Traditional marketing has been slow and static, limiting marketers’ visibility into customer behavior. Marketers are stuck with slow data in batches, manual, list-based segmentation and scheduled campaigns. This doesn’t work and isn’t sustainable for a couple reasons. One--working with legacy systems means things take marketers way longer than they should. Two--these systems prohibit brands from delivering on customers’ expectations that brands meet their needs, recognize who they are across every channel and value them for their business and advocacy. What’s the alternative? Real-time marketing. In this blog post, we’re discussing some of the main challenges facing marketers at enterprise B2C companies and taking a closer look how real-time marketing can help solve them.