Entries by Connie Hill

Make 360º Customer Profiles A Reality

Creating 360º customer profiles are vitally important if we are to deliver the personalized customer experiences our customers expect and demand. Yet, creating 360º customer profiles can seem elusive and hard to achieve.  But they are worth the effort. Not only because 360º customer profiles are a tangible tool that benefits marketing, but also because […]

How Risky are Customer Engagement Platform Implementations?

New marketing technologies are appearing on the market constantly and CMOs are under pressure to stay competitive and make sure their organization is making the right decision when choosing and transitioning to new customer engagement platform technology. With any new technology, there is risk and anxiety as implementation looms large, especially when the technology requires […]

Why You Need a Good Customer Personalization Strategy

Personalization is a top priority for most marketers, today. Yet most attempts don’t reach the potential of driving behavioral change, goodwill, and business results. Pivoting to a good personalization strategy is a hard, but necessary, shift in today’s competitive environment. It requires an organizational mindset change from communication relevancy to customer first communication. And, a […]

Pros and Cons of Marketing Cloud Solutions

To succeed in meeting consumers’ needs and wants, marketers need to unify touch-points, reduce complexity, and increase agility. But, as we well know, the multitude of technology options now available makes choosing which technologies are best for your organizations needs more complex. Most recently, marketing cloud solutions have been getting a lot of attention and […]

Who Says a Real-Time Marketing Strategy is Marketing “On-The-Fly”?

Wikipedia describes a real-time marketing strategy as “marketing performed on-the-fly.” But we all know that just isn’t true. To do real-time marketing right, there is a good deal of planning that must take place, starting with a clear strategy and enough dynamic content prepared and at the ready to execute. Real-Time Marketing Strategy Success Relies […]

The Impact of IoT on Marketing

The Internet of Things, IoT, is a topic every marketer is talking about. But, what does it mean, and more specifically, what is the impact of IoT on marketing? IoT’s smart, connected devices provide marketers with a new suite of opportunities to listen and respond to the needs and wants of their audience, based on […]

Satisfying Customer Data Protection Concerns Marketing’s Check List

Customer data protection issues are back in the news with the upcoming EU Data Protection Regulation (which goes into effect on May 25), California looking to introduce a new ballot initiative to extend their already stringent regulations, and Facebook recently announcing they would no longer fight this ballot initiative. And, it is no wonder that […]

What’s More Important, Customer Centric Metrics or Campaign Metrics?

The answer, of course, is that both are important. However, in our quest to transition our organizations from being product centric to being customer centric the metrics being used to measure success are often not in alignment, slowing down the transition and causing confusion as to what the cultural drivers are for the organization. Using […]

The True Value of Data Driven Personalization

We are all very aware of the importance of optimizing the customer lifecycle. But, are we able to do everything we can to drive to the personalization customers demand, or are we being held back because our organization has yet to commit to the investment needed in data driven personalization technology and tools? The Facts […]

How to Make Cloud Based Marketing Solutions Work for You

As customer engagement evolves toward more real-time one to one interactions, marketers are looking for technology solution partners to support their advanced strategies. However, updating and upgrading marketing technologies is no easy undertaking. And the choices are becoming almost endless with 4000+ technology solutions on the market. For many, there may be an initial attraction […]

The Marketing Data and Analytics Challenge – 10 Key Facts

Big data just keeps getting bigger! And every Marketing Leader is under great competitive pressure to harness big data for smarter personalized customer experiences. Yet, most are having a hard time getting their arms around the data their departments need to create the personalized experiences customers now expect. In fact, less than 1% of data […]

Marketing Cloud Technology Falling Short of Marketers Expectations

Investment in marketing technology to help us deliver personalized customer experiences is exploding. However, it is also true that many of us are facing a disturbing trend –that the operational benefits of marketing cloud technologies, we have invested in, are not as we expected. Bottom line, many cloud technologies are sold as a complete solution […]

Only 1:5 Companies Have the Skills to Analyze Marketing Data Effectively

Over the past few years, many brands have focused their marketing technology investments efforts on breaking down data silos to develop a centralized repository for all customer data – first, second and third party. However, tracking customer behavior with centralized data-driven marketing is only the beginning of an ongoing process to understand how to deliver […]

Rethink How You Are Delivering Personalized Experiences

It’s a given. Customers today expect brands to know them and deliver personalized experiences. Studies reveal that 86% of buyers will pay more for a better customer experience and by 2020; customer experience will overtake price and product as the key brand differentiator. But while many brands believe they deliver an exceptional personalized customer experience, […]

Why Personalization Matters (And 5 Wrong and Right Ways to Deliver It)

As marketers, many of us leverage personalization software to deliver digital personalization in our customer communications.  So perhaps we’ve fooled ourselves into thinking that we are delivering the types of personalized experiences our customers expect.   The fact is our customers think otherwise. Gartner reports only 1:5 brands deliver a personalized experience that meets customers’ expectations. […]

Why Negative Customer Experiences Are Bad for Business (and What to Do About It)

Delivering hyper-personalized customer experiences that leave your customer saying – Wow, is the mantra for all brands in today’s customer-centric environment. Customer expectations for personalized experiences are increasing every day and the competitive environment is getting fiercer. The stakes are high, yet many organizations fail to invest in personalization strategies and the technologies and resources […]