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Personalization News & Analysis

BlueConic Reemerges

Some spinoffs come off as a desperate ploy to hold onto audiences. Did we really need The Golden Palace after The Golden Girls finished?

Others hold their own next to the original. The Mary Tyler Moore Show came from Lou Grant. The Daily Show begat both The Daily Show with Jon Stewart and The Colbert Report.

BlueConic falls into the latter category. Four years ago, web CMS provider GX Software introduced it as a complimentary web engagement solution. In the years that followed, BlueConic broke off as an independent entity, received $3 million in Series A funding from Boston-based Sigma Prime Ventures, moved its headquarters and two of its chief executives to Boston.

So why don't we hear more about it?

How Marketers Can Get a Better Handle on Data

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Web analytics means nothing without website content to measure. But over the past few years, web developers and designers have increased the ways in which website content can be curated and marketed.

The result is an overwhelming number of options for measuring how well digital media such as websites, social media and apps serve customer needs. But marketers can get a better handle around all this data by understanding data structure.

How can marketers do that? The solution starts with a light overview of HTML and object oriented programming protocols, which specify data type and format.

The Evolution of Marketing Automation

2014-11-June-Refrigerator.jpgAs a marketer, I have a different outlook on digital communications than most consumers.

I see the connections between omnichannel marketing strategies that trigger emails and display campaigns and site personalization tailored to me based on my previous behaviors. I understand how looking at a refrigerator on a major retailer’s website provides enough data to target me through marketing automation platforms via emails and Facebook campaigns, personalized to the model and prices that I viewed. I have witnessed the progression from one-sized fits all digital communication to the personalized experiences we have today.

I also realize how far we still have to go to reach the promise of true marketing automation -- the optimization of customer management.

Remaking Marketing With Remarketing

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In the post Making the Most of Dynamic Tag Managers, I shared how tag managers address dynamic campaigns, a refining element for better analytics. One benefit from that refinement is enabling a better response to website visitor segments that can appear.

Certainly one segment that appears is the casual customer who browses a number of websites. That customer needs a reminder of why your site is worth a conversion — a purchase, a download or what action that you are undertaking.

The usual string around the finger is digital advertising. But the best string to use is a remarketing campaign.

By using remarketing features in Google Analytics, you can reinvigorate paid search campaigns and cross-device strategy.

The Marketing Cloud Battleground Isn't Quite Set

customer experience, Is the Marketing Cloud Battleground Not Quite Set?

It’s SAP’s turn to go fishing for marketing software.

“SAP really needs to step it up on the marketing side of things,” Ian Michiels, principal and CEO of Pleasanton, Calif.-based Gleanster Research, told CMSWire yesterday as SAP announced it acquired behavioral marketing cloud provider SeeWhy

“Both Adobe and Oracle have extremely compelling stories to tell, but they are largely just stories,” Michiels added. “Only a handful of clients, if any, are using comprehensive suite offerings."

It's Easier than Ever for Your Customers to Ignore You

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Hey marketers: we're living through an age of unprecedented consumer power. If you don't adapt to that fact, you may not be in business long.

That's the simple message from Incite Marketing and Communications' recent white paper, "Peacekeeper, Navigator, Student: The Marketer to 2015."

The report was written by Nick Johnson, founder and CEO of Incite, and was put together after hours of conversations with senior brand executives from companies such as L'Oréal, MetLife, Wells Fargo and Sears/Kmart in addition to conversations from 1,000 other marketing executives from companies worldwide.

How to Make Your Customers Love You This Valentine's Day

Play Matchmaker this Valentine's Between Customers and Contact Center AgentsAnyone who has dealt with a customer service representative knows it’s rarely a match made in heaven. In fact, it’s usually quite the opposite.

Between long hold times, mismatched agents and unresolved issues, it’s no wonder why most interactions with a company’s contact center get off to a rocky start. Neither party is totally at fault for this unhealthy relationship -- customers simply want their issues resolved in a timely fashion, and agents have few insights into the people and problems that they are expected to address.  

The Salvation for Snack Attacks: Smart Vending Machines

The Salvation for Snack Attacks: Smart Vending MachinesI don’t know about you, but when I walk by a vending machine and see one of my favorite snacks, I immediately have a snack attack. Often times these attacks go unanswered because I typically don’t carry cash in my pocket, or for the times when I do, the machine is broken.

Well, enter smart vending -- and the answer to my vending machine woes!

Personalizing Customer Experience with Big Data

Personalizing Customer Experience with Big DataBack in 1991, I trained in a database marketing boot camp. I worked on American Express (AMEX), managing it’s Gold Card direct marketing efforts. AmEx, a leader in personalizing printed communications, had created its most successful program when it highlighted in direct mail pieces that someone was a “Member since XXXX.” Yes, membership had its privileges. But for American Express, this personalization triggered a lift.

Adobe Connects Neolane Technology to Experience Manager

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Adobe continues to integrate the cross-channel campaign management technology it acquired when it bought privately held Neolane for $600 million last summer. It is connecting the technology to its web experience management system, Experience Manager to streamline the creation and delivery of content in real time, at scale and across all marketing channels.

Despite Faster Tools, Real Time Marketing Remains Elusive

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Rapid improvements in big data analytics have moved marketers closer to making personalized offers in real time, but analyzing fresh data fast enough to close a sale or retain a customer remains an elusive goal for most companies.

Tapping the power of real time personalization has been a key goal for marketers since the dawn of the dot-com era two decades ago, and many companies have mastered the art of tailoring web content to satisfy discerning visitors. However, real time analytics still hasn’t produced the type of actionable intelligence that can help an employee personalize a promotion during a conversation at a customer contact center or on a retail store sales floor.

A Look Back: 5 Customer Experience Trends from 2013

A Look Back: 5 Customer Experience Trends from 2013Customer experience management has never been more comprehensive or sophisticated. And that's a good thing because customers have never been more demanding, connected or empowered — realities that became exceptionally clear this year.

Nobody puts consumers in the corner anymore — or anywhere else, for that matter — at least if they have long-term plans to stay in business. 2013 was the year customer experience management (CXM) matured and expanded, exploding from websites to mobile devices, brick-and-mortar stores, customer contact centers and more.

In retrospect, 2013 may go down as the year marketers shifted their focus from broad, amorphous groups of customers to targeted, personalized, omnichannel, shared experiences for each one. It was, in many ways, a seismic shift in attitude, powered by five key customer experience trends.

IBM Offers New Big Data Platform for Customer Insights

IBM has taken another step toward helping enterprises gain more insight from all of their data. The new technique enables them to combine big data from distributed cloud services with data stored on local IT systems. 

IBM Launches Digital Marketing Network with More Than 100 Vendor Partners

It’s getting harder and harder to remember what marketing was like before it became part of the cloud. IBM, which has been offering a variety of cloud-based marketing, analytics and sales services, announced this week a potentially unifying Digital Marketing Network that integrates the services of more than 100 vendor partners. 

IBM Customer Experience Labs Unveils Products For Deep Customer Analysis

IBM’s Customer Experience Lab has just announced the release of three new pieces of technology in the areas of in social, mobile and big data. Collectively, they offer deep insights into customer behaviors, particularly around purchases.

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