Stephen H. Yu
Stephen is president and chief consultant at Willow Data Strategy.
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.
Connecting Online and Offline Customer Profiles to the Real World
Building trust in data science, not just going on gut feelings.
Modeling Turns the Risky Unknown Into the Hopeful Potential
Even seasoned data scientists with state-of-the-art toolsets have a hard time overcoming data shortages.
Building a Persona Menu for Effective Messaging
Lack of imagination is the only limitation when it comes to personalization.
Marketers Need to Understand the Difference Between Segments and Personas
No customer is just a sum of product purchases and clicks.
Reminder to Marketers: Don’t Be Creepy
Personalization is about gentle nudging.
Personalization Is a Long-term Commitment
Make customer-centric practices an organizational goal, not an occasional experiment.
Personalization Is a Team Effort, and Technology Is Only One Player
It's all about connecting the dots between technology, analytics and content.
The First Rule of Personalization: How to Not Annoy the Customer
What does 'personalization' really mean? And how can marketers use it to truly connect with their customers without annoying them?
Personalization Is Not About Product, Channel or Brand
Creating golden records is not something for which you just turn on AI-based software and call it a day.