Luca

Just do it: turn marketing objectives into business results like Nike

NIKE is a brand that we have admired for some time: a business engineered around consumers that leverages rather than resists change to deliver remarkable customer experiences. NIKE has a stated goal that its marketing will deliver incremental sales of $10 billion in the period 2014-2017. Definitely a substantial marketing objective and one that we …

Just do it: turn marketing objectives into business results like Nike Read More »

Data driven marketing: 5 common CRM management mistakes

Unfortunately there is a lot of poor CRM management practices and many stem from basic mistakes being made in the planning and execution of contact strategies, data management and marketing automation. In this post we review the five most common mistakes you can avoid in any data-driven marketing plus we share our best practices so …

Data driven marketing: 5 common CRM management mistakes Read More »

10 Steps for building a brilliant contact strategy

A contact strategy is an integral part of all customer marketing as it defines and controls how you communicate with your customers as well as allowing you to continually optimise and tune. Unfortunately there aren’t really any shortcuts and 10 facets are needed to build an effective strategy. Trying to shortcut your approach is likely to disappoint your …

10 Steps for building a brilliant contact strategy Read More »

10 Effective ways to measure customer loyalty

All marketers want to maximise customer loyalty. But how do you know if you have loyal customers and what you should be seeking to improve? There are 10 effective measures of customer loyalty that will be relevant to all businesses and which should be carefully monitored to set your loyalty strategy, measure your success in delivering …

10 Effective ways to measure customer loyalty Read More »

What’s a contact strategy and why do you need one

A contact strategy should be a core part of your marketing planning process – it’s where you build and specify your plan for delivering personally relevant communications to your customers, set the measures of success and harness your data source and resources to make it a reality. It’s critical to get it right but it doesn’t have …

What’s a contact strategy and why do you need one Read More »

What are moment of truth & how do you identify them?

Customer journey mapping should be driven by the needs and expectations of your customers rather than by internal processes and silos. But the process of mapping a customer journey across an entire lifecycle can be daunting and sometimes too big to tackle. Identifying Moments of Truth allows marketers to simplify the process: to identify the points of greatest …

What are moment of truth & how do you identify them? Read More »

Marketing metrics jargon buster

Jargon buster and the complete guide to 14 marketing metrics Data-driven marketing is awash with jargon – acronyms and terms are banded about without a common understanding of exactly how they were calculated and what they really mean. The danger is that, while the intent of the metric is understood, the specifics aren’t and this can …

Marketing metrics jargon buster Read More »

Build an effective customer profile with the 4 pillars of segmentation

Who should you target with your marketing? It’s a pretty fundamental question and one that will directly affect the ROI you deliver and the success of your marketing objectives. There are many ways that you can answer this question but many will be highly tactical and ensure that your marketing activities operate in splendid isolation. Instead consider the 4 …

Build an effective customer profile with the 4 pillars of segmentation Read More »

8 ways to build a contact strategy that optimises your customer journey

A contact strategy is a core component of any customer marketing programme – it’s where you design, build and govern how you will deliver personally relevant communications to your customers across the customer journey. With lots of communication channels, customer segments and ever-changing, more complicated customer journeys, it can be a daunting strategy to develop. Follow these 8 steps to …

8 ways to build a contact strategy that optimises your customer journey Read More »

This website uses cookies to ensure you get the best experience on our website.

Download our free

Loyalty key principles guide​

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Data Zen White Paper

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Performance Measurement Toolkit​

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Customer Acquisition Cheatsheet

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Persona template

Persona template

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.