Blog - Customer Strategy

Understanding the role, benefits and barriers that first-party data has in delivering a total customer experience.

Millennials now hold more purchasing power than any other segment. But, when you consider the fact that women control or influence as much as 85 percent of overall US spending power, the female segment has certainly earned some extra attention. Here are three tips that will help you better understand and engage this highly valuable cohort.

Due to the complex nature of how customers purchase products in today’s digital world (in-store, real-time price comparisons, buying online), customer journey analyses are more complex than traditional marketing analyses. To evaluate a customer journey, it’s important to choose visualization techniques that can showcase customer behavior and track movement over time.

Implementing people-based, marketing (PBM) requires a combination of business integration services providers, solution providers, and agencies/marketing services providers. While a single partner may fill multiple roles, brands must balance the need for cohesion across selection, implementation, and use of PBM capabilities, with the need for multiple and highly specialized partners.

Brands are continuing to focus on customer centricity and the strategies to gain share in the market. Whether it is organizing data around customers, anticipating the customer journey, or implementing addressability at scale, putting the customer first is an integral function for future growth.

PBM is a necessity for companies that want to execute the full potential of CRM in the digital age – integrating more data, drawing deeper insights, and delivering increasingly complex customer journeys across channels.

This article is for the CMOs, the media buyers, the channels owners, and the marketers who are interested in increasing their ROAS and reducing their CPAs.

Sex may sell short-term eyeballs and social explosions in media, but it does not sell long-term brand success. A recent shift by Carl's Jr. signals that more brands are beginning to understand this.