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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…