In past blog posts, we learned about the importance of data governance for handling customer data, and customer data platforms (CDP) for how you will collect that data. Now, we’ll review the art and science of marketing automation, which covers what you will do with your data. This represents the third key pillar in sound … Continue reading Marketing Automation: The Backbone of a Successful MarTech Stack
How’re you doing in your efforts to build a rock-solid MarTech stack and data-driven strategy for stellar customer experiences? Did you remember to document rules for how your data gets tracked and utilized by your teams? This practice is called Data Governance. What is data governance? Like any well-run nation, a sound government is one … Continue reading What is Data Governance? A Must for Data-Driven Marketers to Succeed!
So you want to know what is DevOps? It starts with the practice of Agile with technical teams, which has transformed how software is built, tested, and deployed with velocity. That means fast. Gone are the monthly or quarterly big releases, because those who develop and test the code are increasingly alongside the team that … Continue reading What is DevOps? A Primer for Marketers
How well do you know your customers? I mean, really. Did you ever wonder how your customers found your site? Do you know anything about their interests? Do you know why they decided to buy from you? Enter the world of “marketing attribution.” Marketing attribution is about cutting through the myriad of data you have … Continue reading Are You Learning About Your Customers Through Attribution Marketing?
If you are a reader of the business press like I am, you may be wondering why the sudden fascination with "impostor syndrome?" Where did this epidemic come from? Because I consider myself a student of the of peak performance psychology, I got under the hood to figure this out. Words Bring Power. Or It … Continue reading How to Prevent Impostor Syndrome from Infecting Your Team
In this day and age, I've learned that summer is not a time for business to slow down, and that is proving right as top technology firms are rushing to keep pace with their clients' Big Data needs. Within the last two weeks, Salesforce, which acquired Tableau, and Google, which bought out Looker, have scooped … Continue reading Salesforce and Google Data Goldrush Continues with Tableau and Looker Acquisitions
With a premium paid to teams who demonstrate "velocity," the temptation to pass on the here and now exists everywhere for today’s leaders. However, because of that, a failure to have your finger on the pulse of today exposes you to a disastrous decision that takes your future way off course. That's why you need … Continue reading Executive dashboards should track “Run Rate” and “Runway”
How "human" is your digital marketing? I had a chuckle when famed UX designer Jared Spool told about his recent purchase of 8 razors from Amazon.com, and then two weeks later getting an email asking him to buy six more razors. “How much beard do they think I have?” Spool Tweeted. Misfires like these occur … Continue reading Digital Experiences are Human Experiences
The best strategy at succeeding with digital transformation is to stick to priorities because the temptation to get distracted is enormous. New technologies, providers, and trends emerge each day. And who wants to be accused of not willing to change? But many miss the reality that the road is long and filled with unexpected potholes. … Continue reading Technology Strategy 2.0: CIOs and CMOs
Business these days is about speed. And the best way generating speed is by fostering a spirit of collaboration across your internal and external teams. Enhanced cooperation drives efficiencies that scale and last across the enterprise, with I call “Total Impact.” Thinking “Total Impact” has become the mindset for the next generation of marketers. For … Continue reading Collaborative Leaders Measure Themselves by “Total Impact” on the Business