Summary: This article explains why third-party cookies matter, what their loss will mean for internet marketing, and what companies should do now. How do you know which part of your marketing is helping you? That’s an old problem, and over the years people have tried various methods for solving it. Let’s say you publish “Carrot…
Summary: To create a solid content-based business, don’t focus on the “flyby” traffic. Use high-quality, relevant content to attract an engaged audience, then create a robust database around that audience. At MACMA Industry Day last week, Amanda Landsaw said “flyby visitors don’t create robust databases.” There’s a lot to unpack in that statement. Let’s start…
Summary: Brick and mortar stores need a way to connect in-store data with online data. A customer data platform is a good tool for that. Here’s an idea for how shoe stores can provide great service to their customers and also get more customer information. How can I find the right laces and polish for…
Summary: To work effectively in a customer data platform you have to understand the distinction between online and offline data, and how that distinction will affect your marketing efforts. This article explains. Here’s a tricky thing about Customer Data Platforms. On the one hand, you want to import all your customer data. That’s the point,…
What I hate most about my business is the need to promote myself. I’m not comfortable with that for two reasons: (1) it feels icky, and (2) this proverb rings in my ears: “Let another praise you, and not your own mouth; A stranger, and not your own lips.” I must have read that proverb…
Summary: Uploading customer data to a Customer Data Platform (CDP) doesn’t automatically link it to web behavior. Despite having detailed offline data, online interactions remain anonymous until identified through common identifiers like email. Strategies to link these include personalized emails, sign-up incentives, and registration requirements, which help unify customer profiles for customized web experiences. I’ve…
Summary: Composability in software is somewhat like Tuco customizing a revolver in “The Good, The Bad, and The Ugly.” In software, composability would mean selecting only desired components to avoid redundant functions and inefficiencies. However, in reality, software lacks standardized connectors, leading to issues with compatibility and integration. Companies like Apple deliberately maintain incompatibility with…
View here Summary: A quick method for enriching your online profiles with email addresses involves passing a hashed email or unique identifier via a URL query parameter. However, this approach can cause trouble if the URL is shared or forwarded. This article explains some ways to make it work without corrupting your data. One of…
Watch here Summary: This article discusses the benefits of using Customer Data Platforms (CDPs) in retail, emphasizing their ability to integrate customer data from various sources for a comprehensive view. It highlights practical applications like personalized product recommendations, targeted mailings, and custom in-store experiences using QR codes and customer data. The author, experienced in CDPs…
Summary: The article emphasizes the importance of investigating “edge cases” in marketing. While marketers usually focus on major factors, unexpected scenarios (edge cases) can be crucial. Examples include unexpected customer behavior, actions in unplanned environments, or changes in regulations. The article highlights instances where “edge case” is used as an excuse or when it represents…
If you’re considering a customer data platform, here are a few big picture ideas to keep in mind. People like to say the devil is in the details, but I think the devil is more clever than that, so if you want to avoid disaster you need both the bird’s eye view and the snail’s-eye…
Summary: The article emphasizes the importance of considering your reporting goals when setting up a customer data platform or collecting customer data. It suggests identifying key questions that stakeholders may ask and determining the necessary data elements to answer those questions effectively. This proactive approach is crucial for success in managing data and achieving desired…
Summary: Customer Data Platforms (CDPs) offer the potential for real-time data consolidation and customer engagement. However, achieving true real-time execution depends on various factors. These limitations encompass challenges in personalization, e-commerce, fraud detection, and third-party data integration. Key factors include data update frequency, processing requirements, and the need for immediate data access, making it essential…
Summary: Use cases are more important than identity in constructing a customer data platform. To understand their relative roles, use the device framework and the person framework. The former involves understanding device requests, activity, and collecting identifiers, while the latter deals with complex individual identities across devices. The article stresses the need to consider both…
Summary: The article explains how to use two frameworks — device and person — for refining CDP (customer data platform) use cases. It applies these frameworks to personalization. Under the device framework, personalization involves responsive design, contextual links, and location-based changes. The person framework focuses on individual profiles, devices, identifiers, and personas, emphasizing the need…