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A B2C Marketer’s Biggest Enemy: The Data and Execution Gap

Marketers already know data is key to success in B2C and ecommerce. But knowing it’s important and actually being able to utilize data are very different things. Unfortunately, complete and accurate customer data has been shockingly difficult to get your hands on in B2C marketing. Your data is likely fragmented across multiple systems, including your… View More

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How First-Party Data Can Power Your Marketing

You’ve got data. A lot of it. Whether you know it or not, you’re collecting a ton of information from your customers and potential customers. You know what products they’ve bought, when they bought, when they last opened your email newsletter, the last page they browsed on your ecommerce site, their favorite social channel, and… View More

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Move Beyond Email Marketing in Ecommerce

Sometimes I feel like I’m drowning in emails. Between work emails, catching up with friends on the other side of the world, flash sales from fashion brands, the seven daily emails from Amazon, and the confirmation of orders I’ve placed, my inbox is never even close to reaching zero. The amount of emails being sent… View More

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Why Digital-Native Brands Are Moving In-Store

In the retail industry, 2017 was a record year — but unfortunately not for a reason we should celebrate. More stores closed in the US in that period of 12 months than any other year on record. Last year’s closures even managed to beat the previous record of 6,163 store closings in 2008 — mid-financial… View More

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The Top 10 Ecommerce Metrics Every Marketer Should Track

Data, data, data. You can barely move (or read any articles online — this site included) without hearing about the importance of data in ecommerce. Are you collecting the right information? How are you using it? Are you getting actionable insights that you can use to improve your B2C marketing efforts? And are you doing… View More

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Why B2C Marketers Need to Own All Customer Data

Does this sound familiar? Your B2C brand has a big sale coming up to move excess women’s shoe inventory and make room for next season’s styles. You want to send out a compelling sale offer to drive traffic to your site and convince people to buy high heels. Seems simple? Not quite. In order to… View More

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Are You a True Data-Driven B2C Marketer?

You’ve designed a very pretty marketing email and are ready to send it out to a dynamic segment that signed up for a 10% off promotion from your B2C brand. You send it out via your email marketing software and check in a couple of hours later. As a believer in data-driven marketing, you immediately… View More

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Don’t Be Afraid of Multi-Channel Marketing Attribution

This post originally appeared in Multichannel Merchant.  Marketing attribution can be a little intimidating. Should you do first, last, or multi-touch attribution? How do you measure multiple channels? How should you weight your attribution? There’s so many choices to make it can be overwhelming. If you’re feeling stressed by the complexity of multi-channel marketing attribution,… View More

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Why B2C Marketers Need a Single Source of Data

Data is at the core of all B2C marketing today. Data allows you to measure the success of your email marketing campaigns; shows you what ads are performing well; measures traffic coming to your website; and helps you understand what products are most popular with your buyers. However, data has proliferated as quickly as your… View More

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WHITEPAPER: How Identity Resolution Drives B2C Marketing Success

What is identity resolution, and why should you care about it as a B2C marketer? Identity resolution is the ability to stitch together customer data into a single source of truth — to fully understand how your buyers interact with your brand across devices, channels and browsers. Your customer data has a huge impact on… View Report

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Weird, But True: Your Loyal Customers Have Multiple Identities

Six is the magic number when it comes to your loyal ecommerce customers. It’s not six purchases — but rather six identities. It may sound strange, but we’ve found that your company’s most loyal customers have an average of 6 completely different identities in your marketing systems. Why is this exactly? It’s not because your… View More

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Instagram Made Me Buy It!

Instagram and online shopping go together like peanut butter and jelly. Because Instagram has such an intense focus on fashion, travel, and lifestyle, it’s a perfect fit for many ecommerce brands looking to reach new audiences and raise awareness of their innovative products with an audience of 700 million active users. However, there’s a lot… View More