Enter a search term such as “mobile analytics” or browse our content using the filters above.
That’s not only a poor Scrabble score but we also couldn’t find any results matching
Check your spelling or try broadening your search.
This service is currently undergoing maintenance.
Please try again later.
Author: Glen Hartman
Glen Hartman runs Accenture Interactive’s business in North America and has global responsibility for creating and building capabilities in Digital Marketing and Digital Platforms and Operations.
In 2013, Glen was cited by Forbes as a 'top 10 influencer' in digital marketing. A recognized expert on Web 2.0 and emerging digital marketing technologies and methods, Glen authored Digital Optimization™, which demonstrates how to leverage digital channels, design and technology to optimize customer experiences and relationships.
Glen’s market perspectives on digital transformation and customer experience have been featured in Wall Street Journal, Harvard Business Review, Forbes, Advertising Age.
Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.
But here’s what we need to be increasingly careful about: This new technology enables a level of automated marketing that puts brands at risk of appearing unthoughtful.
We in the marketing business know there is no such thing as ‘The Customer.’ And even an individual customers’ habits, preferences, and needs change constantly.
This means there’s a two-fold challenge for brands wanting to truly understand their customers: zooming in on the individual and keeping track of the changes that drive them and influence their decisions.
Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation.
This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries.
What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase.
Chief marketing officers (CMOs) and chief information officers (CIOs) traditionally work in silos, but digital disruption is giving rise to an increased need for alignment and collaboration to gain a competitive advantage in today’s marketplace.
This C-suite relationship is improving to meet the needs of today’s digital consumer, but there are still many obstacles yet to overcome to create an effective team that will drive value for the consumer and new revenue for the business.
Consumer concern about data privacy has shifted over the past decade.
More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.
Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.
Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation.
Digital technologies are re-imagining the human experience, reshaping the way we live, work, play and connect across the world.
Everything is being re-thought, simplified and improved, with nothing left untouched by the march of technology.
A chief catalyst among the changes is something that shouldn’t surprise anyone reading this post: customer expectations.
Today more than ever before, businesses need to focus more on the timing, targeting and treatment of their customers. The combination of the delivery of the service and the context in which it’s delivered roll up together to create the all-important experience.
Making the experience delightful will always come down to design.