Stephen H. Yu
Stephen is president and chief consultant at Willow Data Strategy.
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.
14 Ways Brands Can Put One-to-One Marketing Back to Work
Understanding both 'action' (what you did) and 'reaction' (what recipients did in response) is key.
Transaction Data Is the Most Powerful Predictor of Future Behavior
Knowing which questions to ask is key to accessing "clean" purchase information.
Not All Data Types Are Equally Useful
Personalization isn’t just an option for modern-day marketers, and effective personalization starts with customer data.
Marketers Should Use Modeling to Compress Large Data into Small Answers
Analysts need to provide answers to questions, not mounds of data.