Personalization News & Analysis
| Friday Sep 12, 2014
As marketing shifts from campaigns and brand-building to analytics and cross-channel personalization, there's growing importance in understanding and shaping each customer's experience.
There are more than 1,000 technology vendors happy to sell products and services that promise to help, but ultimately all marketers must adopt their own plans to make the most of those technologies. And that can be the hardest part.
Lars Birkholm Petersen, Ron Person and Christopher Nash (shown L to R) have been working on this problem for years at Sitecore, where they consult with customers on how to make the most of the company's customer experience platform. Now they've shared their thinking in a book: "Connect: How to Use Data and Experience Marketing to Create Lifetime Customers." The book will go on sale Monday.
| Tuesday Sep 9, 2014
With about 1,000 digital marketing vendors competing in an arms race, Sitecore's CEO made it clear today that he intends to be among the superpowers.
Michael Seifert complained at the start of the Sitecore Symposium that the current chaos among vendors isn't serving marketers.
"Frankly, I think it's getting absurd," he told the throng of customers who've come to Las Vegas for the show. "Marketing technology is starting to fail the marketer ... Each digital marketing tool is limited to the channel on which it operates."
| Tuesday Sep 9, 2014
Two decades after it launched MSN, Microsoft is applying its "mobile-first, cloud-first" direction to the MSN portal, which it claims has over 425 million users daily. The enhanced personalization capabilities will provide advertisers with a single place to buy space that can be synched across devices and audiences.
| Monday Aug 11, 2014
True personalization makes brands competitive, but what does true personalization mean?
True personalization gives brands the opportunity to be wholly customer-centric at every point of engagement. Rather than just increasing conversion rates, personalization involves a continuous effort to improve your customer experience so that visitors will return, purchase and become loyal.
It's not about collecting mountains of data or testing based on legacy assumptions about visitors, but the actionable insights which improve customer experience and drive revenue. These insights don't come from a single A/B or multivariate test, but rather the evolution of how you understand your customer micro-segments. It’s a chance to develop a dynamic understanding of how visitors mature, and not just who they were during their last click.
| Tuesday Jul 29, 2014
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?
| Thursday Jun 19, 2014
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.
| Wednesday Jun 11, 2014
As 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.
| Friday May 23, 2014
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.
| Wednesday May 21, 2014
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."
| Wednesday Feb 26, 2014
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.
| Friday Feb 14, 2014
Anyone 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.
| Friday Jan 31, 2014
I 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!
| Wednesday Jan 22, 2014
Back 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.
| Monday Jan 13, 2014
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.
| Tuesday Jan 7, 2014
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.