Customer Data & Analytics Blog

Personalization today means understanding customer context

Chuck Leddy | 3 minute read

B2B marketers invest in marketing technology to gain customer insights and drive personalization to better engage their customers. While technologies like artificial intelligence and self-learning are the martech foundation of personalization strategies, marketers must also be aware of each customer’s evolving needs as they arise in context. Savvy B2B marketers don’t just collect personal data, but also understand how and when to use this personal data to engage customers in the right context.

Topics: Personalization

4 Tips for CMOs wanting to build a data-driven culture

Chuck Leddy | 3 minute read

All Chief Marketing Officers know that collecting data isn’t enough. The real value of data is in leveraging it to develop behavioral insights about your customers and using those data-driven insights to inform better decision-making in real-time, driving marketing relevance. To perform this essential work of deeply understanding your customers you need a customer analytics platform that accesses, analyzes and renders your customer data fully actionable.

Topics: Personalization

The evolution of relationship-centric marketing

Albert McKeon | 1 minute read

You can't fault marketers for always trying to give customers what they wanted when they wanted. Instant gratification triggers all sorts of pleasant psychological feelings, of course, and a happy customer, so the thinking goes, will keep coming back for more happiness.

Topics: Personalization

What does individualism and relevance mean for marketers today?

Albert McKeon | 1 minute read

You can't consistently fool customers. You might be able to make a generalized offer once in a while, but if you regularly speak to a mass audience, customers will realize you lack the necessary insight to create relationships that are centered on individualism and achieve relevance.

Topics: Personalization

Why ecommerce sites can benefit from using an advanced CDP

Albert McKeon | 2 minute read

Some things are clearly DIY projects: setting up a home theater system, building a stone wall or designing your own webpage. Other tasks, though, require the professionalism, knowledge and tools of an expert: most car repairs, electrical work and consumer data analytics.

Topics: Personalization