MARKETING INSIGHTS

Turn your customer data into better experiences

Recent marketing articles

The 5 new rules of retailThere is good news for retailers. Analytics can help overcome some of the effects of disruption, allowing retailers to move from long-term seasonal forecasting to more agile planning.
3 ways to rethink retail forecasting and demand planning The pandemic has profoundly changed consumer shopping behaviors and experiences and the increasing pressure has retailers scrambling to improve their ability to precisely predict and plan for demand. If you don’t know where to start, here are three questions to ask as you rethink your forecasting and demand planning.
Reimagine marketing: Today, tomorrow and in times of disruptionPutting the customer first has never been more important than it is now. One way marketers can prepare for the new reality is to look at each step in the marketing process (the marketing lifecycle) and map martech capabilities into the lifecycle, based on what you are trying to accomplish with each step.
Customer data platform: What it is and why it’s important The recent rise in popularity for CDPs has led to a considerable amount of market confusion. Here's everything you need to know about how a CDP works, challenges to consider -- and how to go beyond the CDP with seamless integration.
Your customers aren’t afraid of new technologies. Are you? New research uncovered some interesting themes for the next decade of customer engagement. Surprisingly, consumers are embracing technology at a faster rate than brands might expect or admit.
Tread carefully with customer data platformsThe potential benefits of customer data platforms are significant, but CDPs are by no means a silver bullet. Follow these three steps to avoid disillusionment.
Marketers and privacyCompanies that break new privacy laws get fined heavily, but there may be an even greater cost: A damaged reputation.
Digital transformation for SMBsFor small and midsize businesses, delivering a better customer experience is key to digital transformation.
Five trends that will reshape customer experienceApplying the latest research from HBR gives a new twist on this surprisingly relevant 2015 list of CX do’s and don’ts.
Bajo asedio: mejorar la experiencia del cliente en la bancaLos bancos se sitúan en una posición baja en cuanto a la satisfacción de los clientes, pero es posible mejorarla, dice el propietario y editor de Digital Banking Report, Jim Marous.
IoT: The customer experience accelerator you can't afford to ignoreIoT represents a powerful source of data that, when combined with analytics, can yield insights on everything from behavior to emotions to health. And that's why it's key to improving customer experience.
Effective real-time marketingEffective real-time marketing is about engaging with customers whenever and wherever they are in their buying journey. Organizations should also be focused on knowing what the customer wants (product, pricing, experience, etc.) based on real-time analytics and predictive modeling.
Contextual engagementCreating contextual customer engagements means understanding enough about each customer to ensure that all communications over time are progressively more anticipated, personal and relevant.
Data and the customer experienceCustomer experiences are better when they are backed by a deep customer profiles based on a wide range of data and driven by the latest analytical technologies that enable real-time engagement.
How to improve your AI marketing skillsMarketing teams can use current AI capabilities to enhance their efforts around campaign automation, dynamic pricing based on forecasting models, and by providing more relevant, real-time customer offers.
Building confidence in your customer experienceForbes Insights surveyed more than 350 leaders at large organizations to determine how they are using data and analytics to power the customer experience.
AI marketing: What does the future hold?AI marketing uses artificial intelligence and analytics to improve marketing results while enhancing customer experiences through real-time personalization.
Three ways to improve real time marketing resultsReal-time marketing enables you to reach customers during purchase deliberations to provide the push a campaign needs be wildly successful.
Customer journey analytics goes mainstreamDigitally enhanced customer experiences that cross traditional and digital channels is an expectation for consumers. This means timely, relevant communications.
What is marketing automation?Marketing automation uses the customer data you collect to create more effective campaigns and for better decisions across all channels – email, social and web.

Marketing: The Basics

Gut-feel marketing won’t get the results you’re after. You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Learn how to plan and manage your marketing programs more efficiently and effectively than ever before. Streamline your marketing operations. Get more value from your digital assets. Link marketing performance to real revenue. And find out which marketing activities are working, which ones aren’t – and why.

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Marketing digital

Los consumidores tienen acceso a información en todo momento y donde quiera que lo deseen. Si desea verse favorecido por ellos en su negocio, tiene que brindar ofertas personalizadas a la medida de sus necesidades. Tiene que gestionar relaciones con clientes en todos los canales, iniciar interacciones dinámicas con clientes y extraer valor de Big Data para tomar mejores decisiones en menos tiempo. Eso es marketing digital bien hecho. Y no lo puede lograr sin la analítica.

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Experiencia para el cliente

La gestión de la experiencia del cliente trata acerca de conocer a su cliente de una forma tan completa que puede crear experiencias personalizadas que se ganen su lealtad y tentarlos a evangelizar a otros por usted. Ésa es la publicidad más valiosa que existe. Para lograrlo, necesita la analítica. Con la analítica puede crear y mantener perfiles completos de clientes. Puede personalizar todas las interacciones con clientes. Y puede hacer llegar el mensaje correcto al lugar indicado en el momento correcto (todo el tiempo).

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Big Data en marketing

Tener Big Data no conduce automáticamente a un mejor marketing. Es la información relevante derivada de Big Data, las decisiones que usted toma y las acciones que usted sigue las que hacen la diferencia. Con analítica de alto desempeño, los ejecutivos de marketing pueden usar Big Data para desarrollar comunicaciones personalizadas más relevantes. Planee, priorice y optimice su marketing. Pruebe, ejecute y mejore la automatización del marketing para mejorar la eficiencia y el retorno de la inversión (ROI).

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Marketing multicanal

Los clientes multicanal van de un canal a otro, gastando tres o cuatro veces más que los clientes con un solo canal. Y si su marca no está ahí para darles la bienvenida donde quiera que aparezcan, los perderá. Para atraer a estos consumidores, necesita una estrategia multicanal efectiva. Y para ello necesita la analítica. Con la analítica puede tener una vista única del cliente en todos los canales y crear una experiencia consistente para el cliente en todos los puntos de contacto.

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Analítica de clientes

Es un mundo del cliente y los ejecutivos de marketing viven en él simplemente. Si desea más que existir en modo de supervivencia, tiene que aceptar ese hecho. Llega un momento cuando el marketing basado en el sentido común debe cruzarse con la ciencia de la analítica. Si desea convertir datos sobre sus clientes en algo que pueda usar en realidad para brindar ofertas oportunas y relevantes que deleiten a sus clientes en vez de molestarlos.

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