Thought Leadership, Marketing Tips, and
More from Customer Portfolios

  • Marketers are realizing that just focusing on customer acquisition isn’t growing the overall customer “portfolio” and too many opportunities to drive that growth – like retaining current customers or reactivating lapsed customers — are being overlooked. Your portfolio of customers is an asset, and you should constantly be looking to
  • This is Part 2 of a 2-part series. Check out Part 1 here. Last week, we discussed 3 resolutions every marketer should have for 2019: find a real CDP, get loyalty right, and understand the importance of behavior segmentation. Below are two additional goals to accomplish to create seamless marketing
  • Now that the festivities are over and retailers have recovered from the craziness of the holidays, it’s time to take a serious look at 2020 and everything we’d like to accomplish. Below are 5 resolutions that should be on every marketer’s list: Find a real CDP There seems to be
  • Shoppers nowadays are interacting with brands across many touchpoints – email, direct mail, social media, website, in-store, and in the call center. Unfortunately, each one of these touchpoints also has its own platform, its own point solution or operational system with a siloed view of the customer. This has become
  • With all the data showing that it’s cheaper to retain a customer than it is to acquire a new one, many companies are still so focused on acquisition strategies. Granted, retaining a customer long-term is harder than acquiring one, that doesn’t mean marketers should ignore it. Some brands do have
  • In May, we audited the customer experience of ten leading women’s retail brands. The goal is to audit the qualitative experience with a quantitative measurement, going beyond “soft and fluffy” qualities to get to the heart of what makes an ideal customer experience for a specific vertical. We created two
  • Marketing today is omnichannel, whether or not marketers act on it. Consumers interact with your brand across multiple touchpoints – email, social sites, website, SMS, push notifications, customer service, and stores. But it can be hard to track the customer journey across all those touchpoints when the data is in
  • Personalization is both the easiest and the hardest thing that email marketers can do. Marketers can start with basic personalization, such as adding a name to an email. Then there’s marketing by different segments, like a different email for men vs. women, or a different email for a person that
  • Most marketers can agree that the explosion of technology has driven us to one common goal – the single view of the customer. And many marketers have already achieved that single view, but then what? How are we acting on it? Marketers need to use the single view of customer,
  • Before the data boom of the early 2000s, marketers could only infer the effect marketing has on the rest of the business. It was not clear what customers were purchasing, why they were making those purchases, or through what channel. Until 20 years ago, we could only infer these things
  • Digital technology has infiltrated every aspect of our lives, from our phones to our cars to our refrigerators. From a marketing perspective, this influx of technology has made it easier to automate and personalize communications at scale. Emails, digital ads, and even in-store interactions all have the ability to be
  • Your Best Customers are usually the top 10% of your customer base, in terms of transactions, monetary spend, and engagement. We typically see that these customers generate on average up to 60% of a brand’s revenue, making these customers too valuable to lose. While focusing on 10% of your entire

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