When considering a Customer Data Platform, many people ask questions like … How do I pick the right one? Do I need a data lake along with a CDP? How much of my current tech stack can a CDP replace? Those are all good questions, but there is no generic answer that will work for…
Publishers are missing out on some remarkable tools to help them know and serve their target markets better. Why? I recently went to Austin for the IIEX conference, which is for the market research industry. I quickly realized how many useful research tools are available, and how infrequently most publishers use them. For example, one…
Does your market put on, wear, or apply makeup? Do they drink soda, pop, or coke? Do they call their phone an Android? How do they pronounce “Versailles”? Those don’t sound like earth-shattering questions, but if you’re doing it wrong, you’re telling your readers you’re an outsider. You don’t know them, and they will erect…
You need to understand your customer’s experience with your brand so you can be proactive and deliberate in how you interact with your customers. One tool to help with that is a customer journey map, or diagram. But if you don’t follow these steps below, you might end up with a vision with no substance….
By adding benefit language to their paywalls! Why are newspapers dying? There are lots of reasons, but one contributing factor may be their paywall and subscription offers. Sorry to be blunt, but they’re pretty awful. I spent a few hours reviewing paywall messages on dozens of newspaper websites, and what I found was uniformly unimpressive….
Customer Data Platform Definition “A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems”. (Source: CDP Institute.) Some analyses of Customer Data Platforms take this general form: they list all the functions that CDPs have, or are expected to have, and then rank various CDPs…
If you’re not developing new products, your business is on (or soon will be on) a downward slope. The New Product Questionnaire and the Product Development Worksheet in this issue of The Krehbiel Report provides a framework in which to think about new products. You’ll undoubtedly need to adjust it to your situation, but it…
You should be A/B testing your offer pages, but in this article I’ll explain one thing you have to keep in mind while you’re doing it. Apparently I’ve read 13 articles from The Guardian in the past year, so they asked me to pony up. Here’s part of the message. An erosion of democratic norms….
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…