Keeping Sterling Our Emerald Gem

Did you know … how much open space we have in Sterling? If you took a helicopter ride at Sterling Fair this year, you surely noticed that Sterling’s 30 square miles (19,539 acres) is gloriously green: nearly two-thirds of Sterling‘s land is forest or farms. And blue: we have  808 acres of water. Agriculture isContinue reading “Keeping Sterling Our Emerald Gem”

Personalization using Evergage

Growing and enriching customer profiles is fundamental to business success. In a Nutshell: This is one of a series reviewing vendors’ personalization platforms. Evergage is a personalization and customer data platform used for delivering personalized customer experiences. The Evergage personalization solution is comprised of testing, optimization, recommendations, analysis, segmentation and targeting across digital channels.   Continue reading “Personalization using Evergage”

Personalization using Adobe Target and Adobe Experience Clo

Personalization is not necessarily unique content for every visitor. Even people who seem to share the same context have unique experiences, and may be pursuing unique outcomes.  In a Nutshell: This is one of a series reviewing vendors’ personalization platforms. Adobe is the market leader in enterprise marketing solutions, offering integrated suites of services forContinue reading “Personalization using Adobe Target and Adobe Experience Clo”

Questions for Vendors of Personalization Solutions

The path to delivering personalization is well-worn, but still brings adventure.  I am evaluating personalization solutions using a brief questionnaire that I think gets to the heart of solution value and differentiation. There are two inputs to my choice of questions: what leaders in personalization have demonstrated to be effective, and the requirements revealed byContinue reading “Questions for Vendors of Personalization Solutions”

Understanding Requirements for a Personalization Solution

Fitting the customer experience to the customer — at scale — has been the long-running goal, and challenge, of personalization solutions.  Lessons from Leaders in Personalization A recent study, Forrester’s Business Technographics Global Data and Analytics Survey 2018, determined that only 7% of companies have figured out how to compete effectively on experiences. These companiesContinue reading “Understanding Requirements for a Personalization Solution”

Practically Personal

How personal should you make the customer experiences you deliver? How personal can you make customer experiences? In a previous post we described how a guy who doesn’t ski reacts to images on an ecommerce site of a woman skiing.  He believes he’d respond more if shown something he can relate to. If we somehowContinue reading “Practically Personal”

The Right Questions for Personalization Success

“I’m a guy, and I don’t ski. Why are you showing me pictures of a woman skiing?” I wish I could remember the name of the man who said this, because it is a great summary of the customer perspective of personalization. The implication is, he’d be more responsive to offers that featured guys doingContinue reading “The Right Questions for Personalization Success”

Use Cases in Cloud Infrastructure Management

Well, with a snappy title like that,  I expect I am now all alone in this room. 😉 My cloud research this year will be focused on use cases in two areas: consumption and service. I will delve into the tasks involved, and how commercially available tooling addresses those tasks. Consumption and Cost Management ApplicationContinue reading “Use Cases in Cloud Infrastructure Management”

Evolution to Personalization: 3 Maturity Levels

How will you mature your digital marketing? If you expect to excel in your market via superior customer experience, targeting, or personalization, you need a culture of optimization – measuring, improving, and predicting. The strategy of using audience data to improve customer experience and optimize results has become this decade’s gold rush — for marketersContinue reading “Evolution to Personalization: 3 Maturity Levels”

3 Foundations for Personalization

“Personalization” online has its roots in the mid-90’s, when industry leaders such as HP and Wells Fargo had big buttons on their home pages, “PERSONAL” and “COMMERCIAL.” From today’s perspective, that’s pretty lame: those categories represent myriad audiences and personas with very different needs. To meet today’s customer expectations, marketers need to recognize dozens, hundreds,Continue reading “3 Foundations for Personalization”