Mike Ferranti
Mike Ferranti is the founder and CEO at BuyerGenomics in New York City. In this blog, he plans to offer ideas and perspective that energize, stimulate and motivate performance through the lens of his nearly 20 years of data, technology and marketing experience. Mike draws upon the logical, cultural and subject matter expertise in digital and data-driven marketing—with an occasional parallel between business performance and athletic performance.
Should You Really Bother With Personalization?
Performance Marketing
If you weren’t a marketing professional, you’d probably find it hard to believe that there is a debate of sorts in rather large organizations about personalization in marketing. In many [...]
Great Businesses Are Built on Great Customers
Performance Marketing
Most business leaders want to run an enterprise that is truly “great.” Some are satisfied with running a “good” business, and in many circumstances there is nothing wrong with that.
Blockchain Is Eating Commerce
Performance Marketing
Blockchain is a technology that has the potential to become a disruptive force in the ever-more digital economy. Its potential value — coupled with friends, clients and business partners asking [...]
Smart Attribution Modeling
Performance Marketing
Depending on the size and scope of your advertising and marketing spend, you may have spent time and effort thinking about attribution modeling. Different organizations have very different approaches to [...]
Machine Learning and AI — What’s ‘Real,’ What’s Required
Performance Marketing
Big data has gone full-cycle. Quite a while ago, big data had its beginning within the realm of academic research. Recognizing its usefulness, niche businesses then began implementing big data. [...]
Customer Value: Narrowcasting vs. Broadcasting
Performance Marketing
Virtually every brand I’ve met with during the last few months is hungry for new customers. Many organizations are hooked on customer acquisition. That is, in order to hit sales [...]
Full-Price Customers: How to Get, Keep Them
Performance Marketing
The refrain from retail CMOs has been consistent and almost deafening. They say: “We don’t just need more customers, but the right customers.”
The ‘Privacy Shield’ Is Here — How It Affects You
Performance Marketing
There’s a new framework for creating greater data privacy between the United States and the European Union. While it’s taken two years of work, some would argue little has changed [...]
Relevancy, the Currency of Conversion
Performance Marketing
More. The marketer’s mandate will always be “more” — more traffic, more sales, more margins. Add to it that in order to get more, we’ll need to test more ideas, [...]
Customer ‘Loyalty’ — It’s Never a Sure Thing
Performance Marketing
As “Data,” “CRM” and the “Customer Database” continue the march toward the center of the marketing organization in tens of thousands of businesses, not surprisingly another “classic” marketing concept is [...]