Top 10 Strategic Customer Segments
Establishing a set of customer segments is the first step to strategic, impactful marketing. Beyond personalization, segments can be used to manage churn, increase margin, optimize…
Loyalty Fraud: How to Spot it and Stop it
What Is Loyalty Fraud? Loyalty fraud is the act of cheating in a loyalty program to unfairly earn points or benefits. There are a few different…
Why Loyalty Programs Fail: Here’s What Not to Do
The simple premise of most loyalty programs is to acquire more customers to help drive engagement to increase the bottom line. But some customer loyalty and…
Your Customer Database is an Object in Motion
In the 1970s, Stanford researchers ran a series of psychological studies revealing that human beings are mostly irrational thinkers. From the perspective of confirmation bias (the…
Would you Like a Side of Agency with your Technology?
If you feel like you’re not getting the full value out of your investment in technology, you’re not alone. According to Gartner, the majority of marketers…
Customer Q&A: Look-alike Modeling with 2nd Spark
Look-alike models can be used to expand a brand’s target audience. These models analyze a small dataset of consumers and identify desirable characteristics. The model is…
How to Flex Your Loyalty Program in a Pandemic
The 2020 Pan(t)demic There was a time when putting on yoga pants meant that you were going to do some yoga, and putting on pants with…
Is Your Business Prepared to Adapt to Post COVID-19 Consumer Behavior?
Everything Changes. Do you remember how we shopped, went to school, or socialized before 1990 and the inception of the world wide web? The advent of…
From Mass Marketing to Machine Learning
In the last century, marketing has done a 180. We started with mass marketing, which ignored segment differences and sought to sell one thing with one…
Creating Great Customer Relationships is Always in Fashion
Fashion. It’s a passion, it’s an addiction – and it’s a $1.3 trillion global industry. And the share of online spending on fashion is now outpacing…