5 Tactics to Evolve Your Marketing from Segmentation to Individualization

“What’s the value of a shopping cart?” This is the question Forrester Principal Analyst Brendan Witcher posed to listeners to kick off the recent Signal-hosted webinar The Age of Individualization: How Identity Is Transforming the Retail Experience. Imagine you’re going grocery shopping and the store doesn’t offer a cart, Witcher explained. As a marketer, you …

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, …

Signal Sidesteps Winter Slumber to Enter 2018 Strong

The new year brought new goals for Signal — and one resolution is building on an amazing company culture that fosters fun and gives back to the community. So far, it’s been a momentous year… and it’s only April! Check out just some of the things Signal’s been up to: Staying Warm with Button and …

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 …

Swift Shifts in Marketing Spend Aren’t Enough to Stem the Amazonian Tide

Note: A version of this post originally appeared in Marketing Land. After decades of trying to fill a brand’s proverbial leaky bucket — continually flooding it with acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now …

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 …