2018

The New 'Calendared' Approach to Customer Engagement

“Sales!” aren’t going anywhere, folks. Nor are ‘events’ or ‘promotions’ or any of the obligatory retail tactics that have been in practice since Sears met Roebuck. Calendared events bring focus and discipline to retail, enabling operational excellence, maximizing buying power, and enhancing cross-departmental collaboration. The “event” itself is the tip of the proverbial iceberg. No corner of the office can remain on the sidelines during an event. Merchants make ‘special buys’, legal approves terms, finance makes sure the numbers add up, store ops prep the sales floor for the onslaught, marketing promotes… It takes a village to have a ‘Dads and Grads’ sale, funny as that sounds.

2018

Preparing for a Successful CDP Implementation

So you went and licensed yourself a customer data platform…now what? How can you successfully launch the newest shiny object in marketing technology? It comes down to one basic principle, preparation. Since being successful in anything requires one to be prepared, let me unpack this a bit…

2018

The Right to be Remembered

It seems clear that we’re rapidly coming to the point where the data’s one-way street is hitting a dead-end. No more will consumers allow their data to be used, explicitly or implicitly, in service to some corporate gain. At least, not without that windfall making its way back to them in the form of some experience or other tangible benefit.

2018

Privacy is Science not Art

The CEO of the International Association of Privacy Professionals, (IAPP) Trevor Hughes gave a talk at the Boston Bar Association’s Privacy & Security Summit earlier this year in which he examined the evolution of “privacy” through the lens of art. He highlighted the way privacy has impacted the world, values, and contemporary mores as reflected in the art of a particular time - going all the way back to a painting of the Garden of Eden which depicted likely the oldest symbol of privacy, a fig leaf. It was a really interesting talk. Recently, I had the opportunity to come speak to the leadership team of the IAPP at their annual retreat in Maine and something struck me as we discussed the IAPP’s role, strategy and future. Privacy may be interestingly linked to art as Trevor noted in his talk – but data privacy is increasingly becoming less art and more science.

2018

What’s the Difference Between a Personalization Engine and a CDP?

Generic, ‘one-size-fits-all’ offers are failing to increase loyalty and motivate additional purchases. For marketers, executing personalized outreach to customers to drive incremental revenue, frequency and loyalty has become top of mind. But why aren’t more brands sharing relevant and personalized offers to all customers? The challenge is the lack of ability to leverage customer data to power these personalized experiences across channels like the web, SMS, email, point of sale, etc.