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 …

Introducing the Signalite Social Spotlight

Identity is what makes us unique. You can’t begin to know someone until you recognize them for who they truly are — insight that comes with time, and grows with each interaction. To that effect, Signal is introducing the Signalite Social Spotlight, a project to recognize our incredible colleagues for what makes them so special …

Why Customer Data Is Trade Marketing’s New Currency

Note: A version of this post originally appeared in Forbes. Endcap displays, temporary price reductions, circular ads… Trade promotions aren’t sexy, but they still get the lion’s share of marketing dollars, accounting for nearly 44% of packaged goods companies’ 2017 marketing budgets. Initially popularized by CPGs as a means to drive short-term sales and market share in …

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 …

Signal Gives Back… All Fall Long

  ‘Tis the season to give back… and Signalites are more than prepared. All year long, Signal encourages employees to dedicate their time to serving the Chicago community, but our efforts ramp up during the holiday season. Not only do Signalites enjoy helping others, but volunteering also gives staffers the opportunity to get to know …

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. …

Signal Rides Rapid Growth onto Deloitte’s Fast 500 List for 2017

What a year it’s been for Signal. This week, Signal earned a spot on Deloitte’s Technology Fast 500 list for the third consecutive year, joining the ranks of disruptors including Yelp, Facebook and Fitbit. The honor follows Inc. magazine naming Signal to its annual Inc. 5000 list of fastest-growing private companies, also for the third …

Signal Gets Spooky for Halloween 2017

At Signal, Oct. 31 isn’t just a holiday. It’s a celebration of epic proportions. This year, Signalites from across the organization got together during a noontime Bewitching Hour to eat pizza, drink “boos” and be scary. A panel of judges awarded prizes for the most spooktacular costumes. Check out some of the best below!

3 Foolproof Tricks to Identify Your Customers This Halloween

Every day is Halloween for brands who can’t recognize their customers. Failing to identify customers across devices and channels is like failing to identify Halloween revelers obscured behind masks and makeup. If you don’t know who you’re engaging, you have no context for interaction, and the conversation inevitably takes a frightful turn. But every day …

3 Tactics for Brand Survival in the Age of the Customer

We are all living in what Forrester Research famously proclaimed “The Age of the Customer.” But some brands are living better than others — for that matter, many are just barely hanging on. The Age of the Customer heralds a decisive, disruptive shift in the balance of marketplace power. Consumers now control relationships with brands, not …