Blog - All Analytics

Data-driven orchestration enables marketing to move personalization from one-to-many to one-to-one. Personalization is delivered via a hybrid of orchestration techniques. Merkle has categorized these techniques into an orchestration maturity model, with five levels of increasing effectiveness in people-based marketing decision making.

Machine learning, artificial Intelligence (AI), cognitive computing, and decision engines. These are all buzz words or phrases that are trending in 2017. Understanding this mix is the first step in obtaining truly personalized customer experiences at scale.

Personalization has evolved beyond simple customer recognition and into the delivery and management of “personal” customer experiences: Experiences that are always-on and flow from channel to channel, and that deliver and manage one-to-one relationships. Personalization is never defined by marketing technology; instead, personalization should be a strategy focused on delivering seamless customer experiences across all channels and throughout the entire journey. To that end, every company should look at several criteria to define a customer’s interaction with its brand.

Everything about your personalization strategy should be about your customers. The whole principle about personalization is to take what you've learned and give the customer something valuable in return.

Whose job is it to ensure insights turn into action? I think a lot of you would probably say, "Well, that's the analytics team." We actually think it's everybody.

Many companies are unable to distinguish their existing customers from their potential prospects when it comes to the individuals who engage with them across the different digital channels. That’s where a data management platform (DMP) comes into play.

These basic types of metrics produce invaluable insights that inform targeted, conceptual, strategic and user-centered decisions for app design, audience targeting, marketing, and all other components of a successful business.

Most marketers measure the effectiveness of each fundraising channel with cost per dollar raised or income per name. Guess What? These metrics are wrong. They are not inaccurate due to lack of trying. In fact, many spend considerable effort ensuring these metrics are extremely precise. Unfortunately, precision is not the same as thing as accuracy.