Digital Marketing Strategies and Tactics for Leaders and Learners
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”
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”
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”
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”
“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”
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”
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”
“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”
Michel Manago is CEO of Kiolis, a Paris-based startup that develops software for personalization and recommendation. I interviewed Michel about the MyCoachNutrition project, which applies case-based reasoning and collaborative filtering technologies to guide subscribers to eat and exercise well. It strikes me that the project combines 3 of Michel’s keenest interests: algorithms, starting companies, andContinue reading “Better Know a Data Scientist”
Isn’t this a lovely map? I call it an Ad-Map, and I sometimes use them to get about a strange town. Businesses pay to be listed, tourists get an orientation. Tragically, at least for advertisers and tourists, maps such as this are of little use. Advertisers in each category are listed in seemingly random order. Numbers onContinue reading “Untargeted (and Undirected) Advertising”
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