Webinar: The Age of Individualization

Increasingly, retailers are focusing on individualization to meet and exceed the expectations of the always-on, omnichannel consumer.  But individualization’s true innovators are using identity resolution technologies as the foundation of their customer engagement strategies, including paid media. This webinar will deliver actionable steps to progress your retail brand’s marketing efforts from segmentation to individualization. Learn …

It’s Identity’s Big Moment, But Most Martech Still Comes Up Small

Note: A version of this post originally appeared in MarTech Today. Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, …

Smart marketing still hinges on humanity, not technology

Note: A version of this post originally appeared in MartechToday. Remember what life was like before we had smartphones? We scrolled through inches of white pages without a thought, carried impossible-to-fold maps wherever we traveled and never left home without pocket change. Now it seems as if we think everything would work better if it were …

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 …

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 …