Stephen H. Yu
Stephen is president and chief consultant at Willow Data Strategy.
Abusers of Consumer Data Will Be Punished
The first lesson is that customers are much more informed now, and they will not tolerate any abuse of data originated from them
Not All Customer Data Is Equally Valuable
Proper prioritization of functionality is important—granted there are all kinds of customer data, what would be the essential ones for the initial phases?
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.
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.