The constant mantra at Harte Hanks is: The right message, with the right offering, designed to reach the audience at the right time. One way we make this mission a reality is to create analytics-based personas. Another way is to nest personas within the strategic context we call the 5 Pillars of Best-in-Class Marketing. It helps you align personas with key market opportunities and shows how personas can inform key downstream marketing efforts.
Data and Trust: 4 Pressing Risks for CMOs
Since customer data are often managed by marketers, companies need their CMOs to take the lead on privacy. ...
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Global DataView: Solution Overview
CRM 3.0: From Raw Data to Marketing Signals
Marketing signals help marketers conduct highly personalized conversations in the moment. They allow you to sense customer activity and, with the help of signals, select the next best thing to “say.”
Interview with Xerox’s Brian Carrier: Driving Engagement with a Global DataMart
Brian Carrier is the Vice President of Global Demand Generation, Data Insights and Marketing Technology at Xerox. We interviewed him about his key marketing challenges and how he's solving for them.
Harte Hanks Featured Vol 10 May 2018
6 Steps to Household Deposit Growth—A Banker’s Marketing Guide
In this second story in our two-part series, we follow six marketing steps that enable banks to identify, select and engage the best-opportunity households for new accounts.
5 Dos and Don'ts on How to Use Consumer Data in Social
How can you ensure that—as users’ distrust of social platforms grows—your brand’s reputation isn’t being dragged down as well? Here's a list of dos and don'ts for consumer data use on social media.
4 Ways to Master Finding Households that are Ripe for Deposit Growth
A sound way to increase deposits is by strengthening relationships with existing customers. Check out four steps for growing deposits with a small but influential segment—affluent households.
Digital Transformation: A Framework for Auditing Where You Stand Today
The stakes are high, with internal and external pressures to transform quickly and meet customer demands. Here's how to get started with digital transformation.
Analytics by the Bundle: 5 Customer Traits Insurers Should Know to Grow
Five characteristics provide the answer for relating to insurance customers at a level that is genuine and long lasting. It takes reliable data collection and knowing which specific data to collect.
HHQ Vol. 3 Spring 2018
Welcome to the spring 2018 issue of Harte Hanks Quarterly. Check out thought-provoking articles on all things marketing—from creative to martech, segmentation to talent development.
When Insights are Anything but Insightful: Making Creative Briefs Better
Understanding the “why” behind what the audience is doing, feeling, buying (or ignoring)? THAT takes time, interrogation, and legwork. But this insight is critical to a strong creative brief.
Bringing the Human Back to Marketing through Digital Transformation
CEO Karen Puckett will be joining executives from Microsoft, Uber, Discover & Nokia in a WINNOVATE 2018 panel discussion on Transformation in the Digital Age. We captured some of her insights here.
How Facebook Might Die: A Retrospective Look at Days to Come
This is not a scientific forecast of what's to come, but a prophecy of what may, should the titans of technology and social media continue to ignore shifting expectations of misused users.
How to Match Customer Investment Strategies with Products
The environment has never been riper for financial advisors who know how to engage and encourage consumers (rather than scare them into saving) and to offer them solutions to build their investment.
How Much Does a Marketing Database Cost? Here are the Details
There are several reasons, intersecting both IT and marketing, why a company would choose to install a database marketing solution on its own.
Global DataView for Retail: Solution Overview
Interact in Ways that Feel Refreshingly Human
Understand your customers' digital buyer signals to say the right things, in the right moments, beautifully on cue. See how with the right Data & MarTech Ecosystem at hartehanks.com/datamartech.
Worksheet: How To Know If You Should Outsource Your Database
Data and Trust: 4 Pressing Risks for CMOs
Since customer data are often managed by marketers, companies need their CMOs to take the lead on privacy. We see four major risks that must be managed immediately.
The Future of CRM