How to match data reliability and CDP use cases to maximize performance. It’s very easy to make huge mistakes with your customer data if you don’t think carefully about how you collect and use your email addresses. The guidelines and examples below will help you craft the best policy for your organization, enabling you to…
In this issue, I’ll show you how to … Find your influencers, Passively capture email addresses on your website, and Link in-store and online behavior A customer data platform is the best tool for this, and I’ll be discussing these use cases in that context, but the insights and concepts are valuable whether or not…
I was very pleased to be able to participate in Subscription Show 2021 in New York City earlier this week. I ran one of the rooms for break-out sessions, and participated in the experts panel / wrap up at the end. (That’s me on the right.) It was a good show, and my first in-person…
What is the purpose of a Customer Data Platform? In this first of five videos, Greg Krehbiel gives an overview of CDPs, explaining what they are, what they’re not, and their general purpose. The Benefits of a Customer Data Platform In this second video of 5, Greg explains some of the benefits of using a…
Bo Sacks recently posted this article: The creator economy is failing to spread the wealth (If you’re not following Bo Sacks, you should.) From the article linked above … The creator economy was supposed to democratize media, but it turns out that a small portion of creators still reap the most revenue for their work…
Ideas to transform an event or periodical into an on-going relationship Creating a strong relationship with your customers when you only have periodic contact with them is hard — whether that means an annual event, or a quarterly or monthly subscription. Even if you email them every day, you don't know if they're engaged, or…
An upcoming Apple privacy change is going to make your open rates unreliable. Here’s what you need to know, and do. Open rates are one of the basic metrics that email marketers follow, but that number is about to go wonky. Apple’s update will allow iOS users to hide whether or not they open an…
Long-time media experts I know and respect will disagree with me on this one, but I’d like to make the case for ditching the word “magazine” for your digital product. Publishing has been going through a long transformation in which print products have been converted into something like a digital equivalent. This has created the…
As discussed in collecting emails isn’t enough, email address is most likely the best way to merge your customer data from disparate systems. Although mobile phone number is a close second. But there are challenges. Most people have more than one email address, and most companies collect email addresses in lots of different ways —…
“Amazon can do it. Why can’t you?” Do you wonder if your customers think that? I don’t. I’m fairly sure they think it all the time. We all live under the shadow of the technical excellence of Amazon. They’ve spoiled people with incredible service, and the rest of us struggle to catch up. Part of…
How do you make your online meeting or program so engaging and useful that attendees readily participate, and can’t wait for the next one? In this article I’ll outline a few techniques I’ve learned from my own experience, then I’ll turn the floor over to Leslie Laredo, President of Laredo Group and its training division,…
Do people who "convert" on your website, however you define that, view more than one page before they take action? If so, you have an attribution problem — that is, you don't know which page to credit for the conversion. If it's just two pages, and everyone gets to the first page the same way,…
Last week I had the pleasure of spending a few minutes with Jacqui Cooper, a bit of a Renaissance woman who lives in the next town. Jacqui is a lawyer, an educator and an entrepreneur who also likes to travel. She has a lot of interests and believes in a diversified revenue stream! In this…
There’s a hidden opportunity in vendor negotiations you might be missing, making your tech evaluations longer and more costly than they need to be. Below I’ll explore five reasons a vendor might say no to a client, and how both the client and the vendor can turn that to an advantage. The trick is both…
I had an interesting conversation with a friend about the unique challenge of supervising a very smart person. My friend asked for my advice, so I did a little research and I did a little thinking, and since I’ve been a lifelong fan of Sherlock Holmes (and have recently been listening to Stephen Fry’s incredible…