119 Billion Reasons Why Brands Must Control Their Customer Data

Note: a version of this article originally appeared in MarTech Today. In late July, Facebook woke up to the largest one-day loss by any company in the history of the U.S. stock market, dropping $119 billion (roughly one-fifth of its market value) after posting slower-than-expected user growth in its Q2 earnings report. For those who …

Data Onboarding Explained: When it comes to your customer data, are you in the driver’s seat — or just along for the ride?

And they’re off! Brands are scrambling to bring their offline data online for digital activation, pitting marketers in a neck-and-neck race for customers’ attention — not just in their inboxes, but in social and display ads across the internet. Thanks to data onboarding, in-the-moment buyers are now receiving in-the-moment advertisements across channels, devices and platforms. …

Patience Is a Virtue… Except When It Comes to Data Onboarding

For marketers, the ability to onboard data from your offline sources, such as a CRM, is a critical step towards ensuring advertising campaigns are efficiently reaching their intended audience and driving conversion. However, if your brand’s chosen adtech vendor’s onboarding and activation process takes too long, you run the risk of serving irrelevant ads and …

How Amazon Is Minting a New Generation of Customer Data-Obsessed Companies

Note: A version of this post originally appeared in Forbes. No brand is safe from the awesome power of a superior customer experience. Consumers — particularly young ones — have shown that they will rapidly shift loyalties to brands delivering an overall experience that is more personalized and easier to use, both online and offline. Amazon’s …

The Hidden Silver Linings to GDPR Compliance

The GDPR is coming fast. The General Data Protection Regulation, which harmonizes data privacy laws across Europe, takes effect on May 25, 2018, bringing with it a heightened level of scrutiny to the rules of customer engagement for brands on both sides of the Atlantic. But it’s important not to panic, according to Blane Sims, Signal’s …

How GDPR Spells Business Opportunity

In order to comply with the General Data Protection Regulation (GDPR), which harmonizes data privacy laws across the European Union, affected companies will be expected to detect, locate and access all of the EU personal data they control. This includes data that a brand may have shared with others, such as data processing partners or …

4 Strategies to End ‘Remarkably Awful’ CX in the Post-GDPR Era

Brands operate in a marketplace where a consumer’s last best experience sets the bar for the next. Just minor improvements in customer experience can add tens of millions of dollars of revenue by reducing churn and increasing share of wallet. Easier said than done. According to Forrester’s latest U.S. Customer Index Report, 2017 marked the first time not one single industry …

Webinar: The GDPR Evolution

The General Data Protection Regulation (GDPR) goes into effect May 25, 2018 and is bringing a heightened level of scrutiny to the rules of customer engagement for brands on both sides of the Atlantic. While the GDPR introduces significant changes for data security and compliance, it also compels marketers to forge new and stronger interactions …

5 GDPR Compliance Questions Marketers Must Ask Their Vendors

The effort to ensure compliance with the European Union’s new General Data Protection Regulation (GDPR) does not stop at your front door or firewall. In recognition of the flow of data throughout the digital economy, the GDPR — which goes into effect May 25, 2018 — includes several provisions that require a company to work …

How Mass Customization Won the U.S. Presidency

Note: A version of this post originally appeared in Forbes. When I started out in advertising, no one looked to political advertising as a hotbed of innovation. Political advertising was something like a backwater — a place for the rushed and inefficient implementation of tactics pioneered elsewhere. Nobody would say that today. Thanks to all the …