The global insurance company uses data and segmentation to personalize its site experience for small business owners.
It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.
Everything revolves around the customer for this discount seller of vitamins and nutritional supplements.
When pursing target customers in a mass channel, marketers risk alienating other segments.
It's no longer all about structured data held in the most obvious transactional databases. Data is being collected all the time, but it's not always used to its full potential.
Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one complex science.
Technologies like data management platforms provide new avenues for marketers to take control of their data. But it's not all plug-and-play.
No static here: The online radio company dishes on how its audience segmentation capabilities.
At the core of every marketing campaign is a bid for retention.
While marketers should care about social CRM, that limited view is no longer enough.
Zappos mixes customer service with sophisticated data to create loyal customers who bring friends.
Following a series of acquisitions, the software company reorganized its marketing automation for integrated lead management.
Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
While every homeowner would love a nice kitchen, not everyone's idea of what makes up a nice kitchen is the same. Waypoint's customized direct mail campaign tailored its imagery to specific customer segments.
Get to know your customers before they disappear.
The female apparel brand relies on Brightpearl for segmentation and shopping cart abandonment.
How well do you know your customers? Freshpair, an online retailer of underwear, lingerie, and other unmentionables, can answer that question in a single word: "Intimately."
3 areas B2B marketers can improve their results by adopting common B2C practices.
The first, not the last, day of October is the witching hour for health insurance providers, who must metamorphose into consumer marketers to serve the first healthcare exchange customers.
From segmentation to measurement, the wrong approach to marketing essentials can hamper performance.
4 elements of a truly multichannel marketing strategy.
Revolve Clothing implemented a messaging strategy around customer segmentation and insight.
If marketers are going to bother to extend a special offer to customers, it should be the right offer.
Gaining share in the personal computing market was just the beginning. Now Lenovo wants to reach a new, premium audience.
Turn direct mail into a "conversation" to gain customer insight that allows for more targeted interactions.
Bruce Biegel of Winterberry Group, discusses the systems, platforms, and processes marketers need to adopt to make Big Data actionable.
"Organic" is just an excuse to charge more, contends the majority of consumers surveyed by Harris Interactive.
Three key principles for creating highly relevant and cost-effective email marketing efforts.
Deliver relevance to customers through segmentation—or watch them defect.
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