Portrait of Stephen H. Yu

Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.

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Going Beyond Modeling to Find New Customer Acquisition Targets

Customer Acquisition

When looking for new segments, do not stop short by habitually running customer profiles against the general population.

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Connecting Online and Offline Customer Profiles to the Real World

Performance Marketing

Building trust in data science, not just going on gut feelings.

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Modeling Turns the Risky Unknown Into the Hopeful Potential

Performance Marketing

Even seasoned data scientists with state-of-the-art toolsets have a hard time overcoming data shortages.

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Building a Persona Menu for Effective Messaging

Performance Marketing

Lack of imagination is the only limitation when it comes to personalization.

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Marketers Need to Understand the Difference Between Segments and Personas

Performance Marketing

No customer is just a sum of product purchases and clicks.

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Reminder to Marketers: Don’t Be Creepy

Performance Marketing

Personalization is about gentle nudging.

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Personalization Is a Long-term Commitment

Performance Marketing

Make customer-centric practices an organizational goal, not an occasional experiment.

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Personalization Is a Team Effort, and Technology Is Only One Player

Performance Marketing

It's all about connecting the dots between technology, analytics and content.

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The First Rule of Personalization: How to Not Annoy the Customer

Personalization

What does 'personalization' really mean? And how can marketers use it to truly connect with their customers without annoying them?

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Personalization Is Not About Product, Channel or Brand

Data Management

Creating golden records is not something for which you just turn on AI-based software and call it a day.

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