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Customer data is integral to e-commerce marketing and driving revenue — yet brands that collect this information from touchpoints throughout the consumer journey often end up with customer intel stuck in silos and duplicated conversions between channels. The cost of this can be staggering in terms of productivity. Marketers can waste precious hours searching for information across databases, lose sight of the bigger picture through information overload, and struggle to set priorities or determine next…

Greek philosopher Socrates famously coined the phrase, “Know thyself.” Since ancient times, it’s been a call to know who you really are and to stay true to those values in order to lead an optimal life. But for brands, this is only half the battle.  The U.S. alone has more than 380 million consumers. Research shows their attention span averages eight seconds, so getting your brand message across to the right consumers can be a…

Big data, artificial intelligence (AI), and machine learning technologies are rapidly changing global business practices. To remain competitive, brands need to embrace data-driven marketing. But integrating it into your business can be a challenge without company-wide buy-in. For data-driven marketing strategies to be as effective, companies need several components in place: At least one primary leader that evangelizes data-backed methods. A consensus throughout all relevant departments that data-driven marketing is a priority. A shift in…

You’ve probably heard or seen the term ideal customer profile (ICP) thrown around at some point and get the general gist of it. An ICP is a hypothetical customer who would get the most out of your product or service. In a lot of cases, the ICP is either poorly understood or vastly underdeveloped. For more qualified leads, improved user experience, and overall lifetime value (LTV), follow the guide below. The Dreaded “Optionality Tax” Before…