CP Blog

Managing by customer portfolio is a tactic for marketers looking to create a better customer experience. I like going into stores and I like to shop. The other day, I went to a popular brand’s retail store. I had looked at their products online, yet seeing them in the store

This year, I was fortunate enough to attend both ShopTalk and NEMOA, where I listened to a lot of intelligent speakers and met with a lot of intelligent marketers. With all the buzzwords flying around at these conferences, one thing I noticed was a lot of people talking about personalization.

Acquisition, retention, and attrition are three words that come up every time marketing goals are discussed. Growing and retaining an active customer database is a very clear and very important metric for marketers of all levels and specializations. But all too often we see marketers acquire more and more customers

Return on Ad Spend, or ROAS, is a common metric to measure campaign performance, especially in direct mail campaigns. To calculate ROAS, divide the revenue generated from a campaign by the cost to execute it. This metric is easy to calculate, easy to explain, and resonates across stakeholder. However, we

Back-to-school shopping is in full swing, and everywhere you look there is another advertisement or email pushing the latest and greatest items for the upcoming school year. Marketers get caught up in communicating their products and deals, but what ultimately matters is how consumers respond. To that end, we surveyed

Q: Do I really need an email preference center? A: Go ask your mother. When asked about preference centers, my response brings me back to some childhood teachings from my parents: Just because everyone has one, doesn’t mean you should, too. Don’t save it. Use it. (unless we were talking

This year, customer-centricity is one of the topics that has been on the mind of all marketers. Many brands are taking steps towards customer-centricity, like investing in segmentation tools and adjusting marketing strategies to focus on what the customer wants. However, 55% of marketers still believe they are not getting

Marketing technology investment has skyrocketed over the last several years. Scott Brinker’s 2017 MarTech Landscape boasts approximately 5,200 different technologies and solutions for marketers across several different categories. In 2011, there were only 150 solutions – that’s a 3200% increase in just six short years. The meteoric rise of technology

Brands need a Customer Profile today more than ever. Think back to 2000 for a moment – think about the channels that brands were using to market to consumers. I can think of 2 or 3. Fast forward to 2018, where there are dozens of ways for brands to interact

We are living in the age of Big Data, where 2.5 quintillion bytes of data are created each day. Data comes in every form and tells us everything we need to know about customer shopping habits and preferences, and retail marketers can and should use this data to create a

I recently received an email from Boston-based company Drizly encouraging me to come back and place another order on their app. From the Subject Line down to the $5 coupon code at the bottom of the email, I could tell they wanted me back. They used my name in the

Our data shows that approximately 30% of a brand’s customers are repeat customers, and most brands have less than 50% repeat customers. Many brands see these numbers in their own data and immediately decide to create a loyalty program to increase the number of repeat customers. However, jumping into any