Charting the New Frontier of Consumer Insights: Emography
The strength of the 'heartset' may outweigh the pull of the mindset.
B-to-B Marketers Must Remember to Target the Humans Behind the Brands
Injecting more emotion into the otherwise overly rational can yield huge dividends and allows a b-to-b brand to differentiate itself in a sea of sameness.
From Reactive to Holistic: Exploring the Various Levels of Personalization
Let’s call “fulfilling customer’s explicit demand”—or “reactive personalization”—the first degree in personalization.
Going Beyond Modeling to Find New Customer Acquisition Targets
When looking for new segments, do not stop short by habitually running customer profiles against the general population.
Marketers, It’s Time to Stop Stereotyping and Tell Better Stories
What rapper KRS-One teaches us about segmentation.
The Biggest Obstacle to Personalization Is the Creative Element
In a world where everyone is exposed to constant marketing through every conceivable media channel every day, messages that are not relevant to the target will be utterly ignored. And [...]
How to Make Actionable Sense of Customer Sentiment Analysis
Creating a better customer experience is a top priority for most businesses, with 72% of companies saying improving CX is their No. 1 goal, according to data from Forrester. However, [...]
What Did You Do on Data Privacy Day 2020? Do Tell Us.
Each year, Jan. 28 is known as “Data Privacy Day” in the United States and globally — also Data Protection Day in other jurisdictions. As business organizations — and marketers [...]
Think of Food Nutrition Labels. Now, There’s Audience Data Labeling
This summer — this “nutritional” label for commercially available audience data, which vendors, agencies, advertisers and publishers can use to understand the sourcing of targeting data and how it is [...]
Identifying and Engaging Your Most Valuable Audience Segments
Your audience is made up of a series of segments of audiences, all in a different place in their journey with your brand. From one-time visitors to the most loyal [...]
Need Prospects? 5 Direct Mailing List Types to Help You Find Them
Direct mail is a great way to reach targeted prospects to turn them into customers, but how do you select the right prospects? There are so many mailing list options, [...]
How Will Your Audience Receive Your New Product?
Product innovation is necessary for every company to grow and evolve in a competitive market. But if your audience “doesn’t get” your new product, success is much less of a [...]
Gen Z Influencers – Are Celebrity Endorsers Doomed to Extinction?
As Gen Z starts to dominate the consumer landscape, will celebrity endorsers lose their status? Quizzing my Gen Z college students about brands they’re loyal to and brand influencers, I [...]
Personas, Be Gone: 1:1 Marketing Revisited
Soccer moms, coffee house professionals, gears-and-gadget guys — in the world of data marketing, the audience personas available to select from enterprising data vendors go on and on and on. [...]
How to Create Influential Variable Data Direct Mail
The real power in direct mail is sending the right offer to the right person. In order to do this effectively, you need to be using variable data direct mail [...]