Your customer data is most likely scattered in a dozen different tools and databases; some data resides in your marketing automation tool, other in your CRM or ERP system, maybe on your DMP or Google Analytics account, even on excel spreadsheets and CSV/JSON files. Wouldn’t it be great if you could gather all this data in one central database which would act as a single source of truth for all your marketing, sales and customer data?

An important part for B2B companies is to decide which customers to focus on, to avoid wasting resources on developing relations that ultimately will not create opportunities for sales.  Wouldn’t it be nice to get some indicators from publicly or 3rd party available data in order to prioritize your efforts?

Have you ever wondered what is the mechanism that enables you to compare the best prices for flights or allows you to embed a map into your store’s website? In this article, I will explain what an API is and why being able to work with them is an essential skill for all data-driven Marketers. But first things first...

'' I became a Physicist because I am curious. I became a Physicist because i do not like to be only matter. I want to understand my relation with the universe. I became a Physicist because I cannot be a prisoner in what people call body. “

Mapping customers' journey and creating a 360-degree view of their behavior is not a new concept. With so many customers constantly switching between phones, tablets, laptops and sometimes purchasing offline (in your store or calling a sales rep. directly), marketers seek a unified view of their customers. 

Churn prediction consists of detecting which customers are likely to cancel a subscription to a service based on how they use the service. It is a critical figure in many businesses since it is often the case that acquiring new clients costs more than retaining existing ones.

Nothing is more important in analytics than segmentation. Yet most of our reporting and analysis happens at an aggregate level. Different types of users visit your website with different intentions. This phenomenon mandates that you have a very effective and persistent segmentation strategy as part of your web analytics process.

How do you know if your marketing campaigns are effective? You gather data, it is that simple. But if every data point doesn’t track to a business goal, the numbers can easily obstruct decision-making. We often lack strategic plans for using data and we end up tracking information that is not relevant to business goals. So, how do we fix this?

"Culture eats strategy for breakfast" is a real case scenario in many organizations. Building organizational alignment is a challenge and it does not happen by chance; a great deal of effort and thought is needed to build this right.

'It costs X times as much to attract a new customer than to keep an existing one'; sounds familiar, right? Very often we hear the statement that retention is cheaper that acquisition. But is it? Which strategy favors growth and how much emphasis should then the Marketers place on retention versus acquisition?

Have you ever met a Marketer who is not interested in sales growth? Growth is an integral part of our business culture & Marketing departments are now expected to justify their activities in terms of growth potential and return on investment.

Have you ever used Foursquare to check-in a place so that you can write a review about your experience, collected frequent flyer miles or purchased a coffee from Starbucks multiple times over a certain time frame? If you are nodding your head down, it is alright; you have been gamified!

Multitasking, just like being a team player and always meeting deadlines, is considered a merit for many companies. However, it can result in time wasted due to human context switching and apparently causing more errors due to insufficient attention. So, how about monotasking?

Agile advocates early delivery, continuous improvement while it encourages rapid and flexible response to change. Marketers could adopt this agile approach to develop and deliver marketing campaigns since it promotes a more responsive way to execute marketing initiatives in this dynamic, digital age.

It’s easy for businesses to keep track of what we buy, but harder to figure out why. Many articles have been written on how to track the consumers during their digital journeys. However, when it comes to explain the ‘why’ of their actions, the whole picture becomes blurry and we normally resort to market research and/or eye tracking technologies.