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 …

The Most Under-Tapped Marketing Opportunity: Existing Customers

Note: A version of this post originally appeared in Forbes. Call it “The Retail Apocalypse.” Call it “The Amazon Effect.” Call it what you will, but the facts are plain: the retail industry is in crisis.  Bankruptcies are skyrocketing, and Amazon is gobbling up market share and expanding capabilities at a nigh-unbelievable rate. Some consider the current shakeout …

Customer Data Is the Secret to Silicon Valley’s Success

Note: A version of this post originally appeared in Forbes.  Scott Galloway’s new book, The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, does a wonderful job articulating what makes each of these companies so uniquely successful. I’d suggest, however, that the key to their success can be located in their singular competitive advantage: customer data. …

The Top 3 Technology Challenges Facing CMOs Today

Over the past decade or two, CMOs have acquired numerous pieces of technology to support various marketing functions: display advertising, loyalty program, website, customer journey insights, ROI analytics, customer support and so on. What’s often lacking, though, is a strong, continuous connection between all of these pieces. There’s a particularly big gap between the marketing …

The New Prerequisite for Brand Loyalty: Make Your Customers Feel Loved

It’s the Age of the Customer, the era of the Internet of Me. Brand names and physical footprints are no longer the decision-drivers they once were. Consumers have turned their trust to whatever they can pull up on their smartphones, from peer reviews to best-selling item rankings. Trends like these have triggered seismic shifts in …

Customer Data Powers Next-Generation Touchpoints

The Internet of Things. Artificial intelligence. Virtual reality. These rising technologies will both create and be improved by customer data. So the identity infrastructure a marketer creates today must be able to support these technologies and corresponding customer experiences tomorrow. Ever-Emerging Opportunities for Engagement The Internet of Things (IoT) has created a whole new channel …

Lessons From a Reformed Data Hoarder

“Collect everything.” That is, word-for-word, the direction I was given by a client regarding their desired data collection strategy. As a former director at a big global media agency, my job was to help Fortune 500 clients manage their first-party data. When I pushed for more specific information, my client repeated their original direction with …

Retailers: Get Ramped Up for Holiday 2016 With These 8 Amazing Facts

Believe it or not, holiday season is just around the corner. In fact, By Labor Day last year, 32 million U.S. consumers had already started checking items off their holiday shopping lists for 2016, according to CreditCards.com. This means that for retailers, the time to start planning for one of the most important times of …

Retailers: It’s Time to Get Ready for Santa

Summer is just getting started, which for many means a time to kick back, relax and enjoy the beautiful weather. For retailers, though, it’s a much different story. For them, the annual holiday clock is already ticking. It’s June, and that means retail marketers have just a few months left to get their new technologies …

6 Trends from Mary Meeker’s Annual Report Every Marketer Should Know

Every year, tech guru and venture capitalist Mary Meeker publishes her annual “Internet Trends” report. This year’s 213-page report just came out, and covers a breadth of topics impacting the tech world spanning from advertising to smartphone adoption in China and even transportation. We devoured this insightful report from start to finish, and identified six …