Without accurate and actionable data, personalization isn’t possible. For Johnston & Murphy (J&M;), an omnichannel retailer of high-end men’s and women’s shoes, accessories, apparel and gifts, leveraging data such as purchase history across its sales channels — brick-and-mortar, online, catalog — has enabled the brand to create personalized online shopping experiences for its…

But ultimately, there is gold in this multichannel and multicampaign data, once we collect and analyze it—and as we approach this “single view of the customer,” which of these approaches is the most effective for reaching and communicating with the customer?

If you haven’t heard of a Boston-based marketing tech company called Customer Portfolios, here are a few things you should know: it was founded in 2001, it has been completely bootstrapped and it has big-name clients like New Balance and the National Hockey League. Also, it was in the Seaport way before it…

But customer lifetime value does give marketers a tangible, robust way to express the true worth of their company in the only way that really matters over the long term: the ability to turn future potential into revenue. After all, as Customer Portfolios CMO Nick Godfrey asserts, “The value of…

Once a newcomer makes a purchase, J&M focuses on driving repeat business. This is especially important, MacCurrach notes, given that more than 65% of J&M’s customers were one-time buyers when Customer Portfolios started working with the brand about a decade ago.