Marketing doesn’t happen without context. We need to understand what we are
trying to accomplish. It also doesn’t happen without measurable goals. We don’t
know where we are going or
Every customer action creates multiple data points. Every email click is
tracked. Every purchase is saved. Every customer service call creates a record.
Every loyalty action is remembered. This is true whether it
With the change of the calendar, we often focus on making changes in our
personal lives to improve ourselves. Many of us need this type of reset to begin
eating healthier, exercising, and
Large retail brands want to build relationships with their customers. Once a
customer makes a single purchase, it is easier and less costly to keep that
customer than it is to try to
As long as I have been in marketing – which has been most of my career – I have
done a substantial amount of traveling. That means that I am a member of many
frequent