Articles
The problem with journey mapping is that too much time gets wasted on abstractions about the journeys themselves.
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Fundamental shifts in consumer behavior caused by the pandemic have brought new urgency to transformation mandates and growth-focused initiatives.
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Assessing how various marketing technologies differ is as important as it is nuanced. Here are four critical, yet often overlooked, areas to consider.
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A good use case provides specificity that is crucial when choosing among customer data platforms.
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Marketing has a problem. As the business has trumpeted the rise of “customer obsession” and the “empowered consumer,” marketing’s role is woefully unclear.
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Clearing up the misconceptions, uncovering the hidden benefits and reaffirming the unique value a CDP provides.
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Data that's inferior, out of date — or, worse, missing completely — can kill customer engagement.
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Marketers have gathered customer data with little thought to how or where they would use it. The GDPR is about to change this
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Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause.
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My mentor and former boss at Forrester used to write comments like “MP” and “TMSIDK” in my report drafts.
For the uninitiated, those mean “meaningless platitude” and “tell me something I don’t know,” respectively. Reading those letters stung whenever they came up.
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Everyone's probably heard of the prisoner's dilemma, but not everyone understands it.
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Over the last couple of years there’s been an explosion of TV shows about people’s stuff: finding value in discarded belongings, unchecked hoarding or selling heirlooms for unexpected sums.
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My company recently hired a new business development representative on the sales team; in fact, we’ve hired quite a few over the last six or so months.
I’ve been involved in interviewing every candidate that our Director of Business Development has brought in.
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Companies are investing a significant portion of their marketing budgets on search. According to eMarketer, search engine marketing spend will eclipse $29.24 billion in 2016.
The CMO Council reports that search accounts for roughly 47 percent of a company’s online spend.
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