INSIGHTS LIBRARY

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There’s a widening gap between consumers’ expectations and the ways brands market to them. Activating customer data is a highly effective way marketers can close that gap. By Justin Foster

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Too many seasoned marketing leaders keep doing what they’ve been doing because people recognize them for their industry prowess. The problem: They’ve become stale and digital natives are running circles around them.

By Lisa Nirell

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Customer segmentation is an ever-evolving process; there’s always more to learn about what you can accomplish with it and how it can improve your marketing.

By Ginger Conlon

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Six marketing executives share the story of a mistake that changed the way they do marketing today, and tell what they’re doing differently as a result. By Ginger Conlon

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The storylines of the 2018 FIFA World Cup speak to fundamental truths about fandom and customer loyalty. There are valuable insights to be had by following the action on and off the pitch. Here are four.

By Patrick Reynolds

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We as marketing leaders need to be brave enough to be our whole selves at work and encourage our staff to do the same. In doing so, we will create an environment that nurtures talent and cultivates excellence. 

By Gemma Greaves

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Etailer zulily blends marketing and customer experience to create a unique, personalized, and entertaining experience for every one of its 6.1 million active customers. By Ginger Conlon

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Marketers should look at GDPR as an opportunity to stop and reflect on their practices, whether they truly benefit our customers, and how they can transform for the future. By Marisa Ricciardi

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CX focuses on all customers and the quality of their interactions. Loyalty experience strategies, on the other hand, are most effective when focused on best and high-potential customers. 

By Barry Kirk and JR Slubowski

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When you look past GDPR as a regulatory framework and instead see it as a foundational tool for building customer intimacy, suddenly you see opportunity.

By Ginger Conlon

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One of the foundational elements of a marketer as citizen data scientist — someone who can derive insights from cross-channel, multi-device data — is defining and using a marketing data taxonomy.

By Moira Freeman

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American Indian College Fund's NancyJo Houk, chief marketing and development officer, shares how customer insight helped the nonprofit increase its number of donors by 100 percent, boost ROI nearly 15 percent, and more. 

By Ginger Conlon 

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Marketers who love data can't live without it. Like the perfect partner it advises and supports them and pushes them out of their comfort zone; it makes them better marketers. Looking to fall for data, too? Get ready for Cupid's arrow to strike. By Ginger Conlon

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Marketers who think of GDPR only in terms of compliance are missing a significant opportunity. That opportunity is to build and cement customer trust by giving customers transparency into and control of their data. By Ginger Conlon

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There are three things that marketers embarking on a digital transformation most certainly covet: management buy-in, a culture that embraces agility and risk-taking, and a collaborative team focused on solutions. Virgin Holidays has them all. By Ginger Conlon

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To make the most of multi-touch attribution and harness the data-driven insights that sophisticated marketing demands, marketers need to lay down the necessary foundation of building a taxonomy. By Moira Freeman

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It's time for marketers to stop enabling breaches of consumer trust by blindly buying data; to bring data capture and activation out into the open; and, to give consumers a voice in how their data is used.

By Jonathan Lacoste

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Without such fundamentals as a clear go-to-market strategy, marketing and sales collaboration, and a focus on revenue generation, B2B marketers won’t be able to get the most from their tactics.

By Tim Steele

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The most valuable marketing metric — and, overall business metric — is Customer Lifetime Value (CLV). Here are six reasons why CLV is the only metric that matters. 

By Allison Hartsoe

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Marketers may think of real time as milliseconds, or seconds, or even “near real time” batches. But for most consumers, real time means one thing: immediacy.

By Ginger Conlon

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