customer data

Importance of CRM in digital marketing – Mobile Marketing Article

by Will Corry on May 15, 2020 in Business, Digital Marketing, Lead Article, Marketing, Mobile/Tablet, News you can use, Nuggets, Search Marketing Digital marketing is crucial in this day and age. The majority of people own some type of device, either cell phone, tablet, or computer that they use to either shop, or to research things they want, need, or have an interest in. CRM is customer relations management, and how well your company manages its customer relations will determine…

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The role of marketers in a post-COVID-19 world – Mobile Marketing Article

30-second summary: Tamara Charm is a senior expert at McKinsey & Company and the co-lead for its Global Consumer Sentiment Survey. McKinsey launched the Global Consumer Sentiment Survey in mid-March across 40 countries to better understand how consumer sentiment and behavior were shifting, overall. The survey explores consumer sentiments in the age of COVID-19 including level of optimism, expected spend, expected income, new behaviors, and what consumers plan to do moving forward. Preliminary findings reveal that, as the progression of…

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Marketing Psychographics: What It Is and Examples You Can Use – Email Marketing Article

Marketing teams are always on the lookout for new ways to both customize and personalize their email marketing campaigns. Why? Because these methods help retain your subscriber’s attention. To do this, you need to know who your subscribers are, why they’re interested in what you have to offer, and what personal solutions they’re looking for. While many marketers already utilize a variety of demographics to help them create an ideal customer profile, there’s another method that marketing teams should be…

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Balandra Orchestrates Customer Journey Without a CDP – B2B Marketing Article

Balandra Customer Flow Diagram The need for a system that assembles unified, sharable customer profiles is now widely accepted. So is the label of “Customer Data Platform” to describe such systems. What people do still debate is whether a Customer Data Platform should only assemble those profiles or should also include features to “activate” them in the sense of selecting customer treatments. I personally find the discussion uninteresting since the plain reality is that some companies want activation features in…

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Reflections on the CDP Revolution in France (and the Rest of Europe) – B2B Marketing Article

The CDP Institute just published a report on the CDP Industry in Europe (download here). This was based primarily on the global Industry Update released last month. This showed especially fast growth in Europe, with a year-on-year increase of 74% in the number of European vendors and 80% in European CDP employment, compared with growth outside of Europe of 38% in vendors and 59% in employment. We spent quite a bit of time in Europe last year, so I certainly…

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Understanding Adobe Real Time CDP – B2B Marketing Article

Adobe fully released its Real Time Customer Data Platform last November. Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned. Part of the confusion has to do with Adobe’s habit of reusing product names. It’s easy to confuse the Adobe Experience Platform, the core system…

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Retailers leverage customer data to drive personalized experiences – Marketing Article

30-second summary: Slightly more retailers with centralized customer data are satisfied with their arrangement, compared to those with decentralized data, according to a new report from customer data platform (CDP) Arm Treasure Data and others. But about three-quarters of the respondents expect to get a centralized CDP or already have one. Additionally, the report said, retailers are actively mining their various sources of customer data in order to tailor a more personalized customer experience. More companies are satisfied with centralized…

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Q&A with Tealium: Data regulations and the consumer experience – Mobile Marketing Article

30-second summary: Brands need to rebuild trust. In the wake of recent data scandals, consumers now expect to know exactly why their data is needed and what it’s going to be used for.  Legal codifications (like GDPR and CCPA) are an essential part of this process.  Shifting the balance of power from brands back to consumers will be a positive in the long run. Compliance may be tough, given the siloed data management practices present in many businesses.  It’s important…

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It’s CDP Time for Marketing Cloud Vendors – B2B Marketing Article

Adobe, Salesforce and Oracle all made announcements regarding Customer Data Platform products this week. None are world-changing: Salesforce described a planned extension of Customer 360; Abobe announced triggered journey campaigns that draw on its “real time CDP”, and Oracle described CDP services from systems integrators.  But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? Customer Data Platforms have been a hot topic for the past…

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Do Customer Data Platforms Need Real-Time Processing? – B2B Marketing Article

Is real-time processing a requirement for a Customer Data Platform? It’s a deceptively simple question that can’t be answered without resolving two additional questions: What do we mean by real-time processing? How do we decide what is and isn’t a requirement? Let’s tackle the definition of real time first. There are at least four different flavors of real time processing that relate to CDPs. Real-time updates. This means that new data flows into the CDP and is added to the…

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