Customer Data Platforms Compared: Features, Fit and Buying Criteria
Choosing a customer data platform starts with the work you need to do. Bringing purchase records together, building advertising audiences...
Joern Martin
AI Marketing Personalisation: Recommendations, Content and Customer Data
An online shop recommending accessories for a recent purchase is using a different signal from a shop recommending products after...
Cross-Device Marketing Strategies, Tools and Measurement
A customer sees your advert on a phone, compares options on a laptop and returns later to book. Cross-device marketing...
How to Build a Customer Loyalty Program That Encourages Repeat Purchases
A customer loyalty program rewards repeat business through points, stamps, membership benefits or other incentives. The commercial question is whether...
Customer Data Platforms Explained: Profiles, Audiences and Activation
A customer buys from your online shop, returns an item in store and later contacts support. If those records stay...
Creating a Consistent Brand Identity: Logos, Typography and Customer Experience
A brand identity needs to work on a shop sign, a phone screen and an invoice, often with different space...
HubSpot Marketing Automation: Workflows, Personalization and Reporting
HubSpot connects marketing automation to CRM records, so a form submission or property change becomes the starting point for an...
Dynamic Pricing Strategies: Adjusting Prices Based on Demand and Data
A hotel with empty rooms tomorrow faces a different pricing decision from one almost fully booked during a major event....
Neighborhood Targeting: How to Plan and Measure a Local Marketing Campaign
Neighborhood targeting means focusing marketing on a small local area. For a shop, this might be the streets within walking...
Dark Social Tracking: How to Measure Private Shares and Referrals
Someone finds an interesting article, copies the URL and sends the link to a friend through WhatsApp. The friend opens...
