Best Practices

Leveraging a Retail Store Presence

By Andrea Wasserman | Best Practices | 23 May, 2017

As company after company has filed for bankruptcy or announced mass store closures, I’m reminded both of my question about how retailers are measuring stores and my ideas for how retailers can use stores to enhance the customer experience. Regardless of whether retailers are thinking about either of these topics, there are obvious ways to […]

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Why 1:1 Marketing is So Hard

By Chris Finlayson | Best Practices | 19 May, 2017

Four factors holding back broad adoption of mass personalization…and why there’s still hope.   Personalization fatigue Personalization. Tailoring. 1:1 marketing. It is clear that marketing executives have grown weary of venders overusing these buzzy terms. B2B marketers, however, didn’t conspire to drive their customers crazy by all using identical language. There’s a real opportunity for […]

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Building Today’s Modern Marketing Stack

By Nitin Gupta | Best Practices | 30 April, 2017

Buzzwords like “people-based marketing”, “omni-channel marketing”, “360-degree customer view”, or “marketing personalization” have been floating around for years.  However, with thousands of adtech/martech vendors in the most recent LUMAscape, many retailers still remain confused on how to stitch together technologies to best build their unique stack. Putting together the right marketing stack requires considering both […]

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