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HHQ Vol 4 Fall 2018
Welcome to the Fall 2018 Edition of Harte Hanks Quarterly. Dive into thought leadership and practical tips on data stewardship, auditing your customer experience, using outcome selling and more.
Why CPG Brands Need to Think Bigger than the Product on the Shelf
Brands that produce commodity products can still make real connections with their customers (think Coca-Cola). Zach Nelson, VP of Marketing Strategy at Harte Hanks, explains how.
Which Brands are Getting AI Right?
Laura Watson, Director of Strategy at Harte Hanks, explains that the brands getting AI right are those that are using it to serve the customer. Listen in for a prime example. Learn more about AI from
Did the “Solo” Star Wars Trailer Doom the Film?
In this post, we examine the artistic decisions made in creating the Solo trailer to learn as much as possible about advertising and how we might avoid making similar mistakes in the future.
Who is Nailing Personalized Social Right Now?
Social media should be about having personalized conversations. See which brand Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, holds on a pedestal for social personalization.
Customer Retention: Another Phase in the Buyer's Journey
A critical step in retaining new customers is making sure they are fully onboarded and activated. Get started with the best practices in this post to improve your customer retention.
How to Use Segmentation to Provide More Value to Insurance Buyers
The details of each buyer's journey varies by customer. Segmentation helps tease out the fine differences and how an insurance provider can cater to them.
Customer Retention: A Framework to Follow and Pitfalls to Avoid
Scott Neslin, Ph.D., has worked with a group of fellow marketing experts to develop a framework for customer retention efforts and outlined the challenges brands can encounter along the way. Read on!
The Master of Mattress Shopping: Why Casper's Experience is Near Perfect
A mattress is typically considered a 'fit product' that customers want to try out in person. Online companies have therefore had to innovate their customer experience to provide value to the customer.
3 Retail and Consumer Brands that Draw Customers in with Powerful Experiences
The best way to design a remarkable experience is to design it around the customer’s needs throughout the buyer’s journey. Brands like BMW, Burberry & Trumaker are already excelling at this approach.
Why Automakers Must Fix the Digital Retail Experience
Auto marketers can best respond to challenging trends in the industry by focusing on three major areas: the retail experience, the connected car, and new mobility patterns.
Harte Hanks Featured Vol 7 Feb 2018
Better Data Hygiene Saves Money, Drives Sample Program Performance
This consumer packaged goods brand in the skincare industry was losing money and opportunities because of incorrect or bad mailing addresses stored in their data files.
Pet Care Company Improves Data Hygiene With Global DataView
A pet care company, shipping a high volume of samples, uncovered that their existing data files contained abnormally high address problems—causing the company to lose both money and product.
Consumer Electronics Product Launch Succeeds with Expert Fulfillment
Harte Hanks supported this consumer electronics product launch with printing and quick fulfillment services of customized sales kits shipped nationwide.
LL Bean Attacks the Issue of Product Returns—Will They be Successful?
Harte Hanks Marketing Advisory Board members weigh in on LL Bean's new return policy. Is it a non-issue? Or will the brand take a hit? Scott Neslin provides tips for all brands to reduce returns.
Product Returns: Why They're Happening and How to Reduce Them
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why brands are seeing such excessive product returns and provides advice on how to reduce
Kay Lemon Predicts Greater Use of Customer Data by CPG Brands
Kay Lemon, Accenture Professor of Marketing, Carroll School of Management at Boston College, predicts that consumer packaged goods manufacturers will continue to learn more about their end customers t
Customer Context Matters
You must know your customers and their context more deeply to achieve more human marketing.
What Creepy Retargeting Looks Like