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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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
View or download this ebook to see how you can incorporate real-time, dynamic marketing into your go-to-market approach to engage customers throughout their individual journeys.
3 Steps for Cool-Headed Insurance Marketing in a Breakneck World
A confluence of events is altering how consumers choose insurance. We’ve found three disarmingly straightforward marketing practices to roll with these changes.
How Customer Data Integration Drives Sales Growth
Our approach to CDI is a critical step toward ensuring your martech stack can perform optimally—and you have the insights and ability to converse contextually with customers. See how it wo
Machine Learning: How to Turn Artificial Intelligence into Relevant Conversations
ML occurs when computers take large sets of data and learn from them by tracking patterns, recognizing trends and making predictions. Check out these examples of machine learning in marketing.
Marketers, Are You GDPR Ready?
The GDPR legislation is actually a good thing for marketers. While it will initially require more of us, we will ultimately benefit from uniform data protection laws, as will consumers.
The Four Key Functions of Any Good Marketing Database
Building and managing a marketing database is not merely about data warehousing. There are four core functionalities your database must provide to your marketing team. Check them out.
Tech Company Mines Unstructured Data to Drive New Business
A major technology company was interested in recognizing and capturing business change indicators related to their offerings. However, they lacked the tools to mine and extract the data from the web.
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.
The Essential Elements of Data and MarTech Success
Customers do not sort themselves into neat categories or purchase in quarterly planning cycles. See how the right data and martech ecosystem can enable in-the-moment marketing for every individual.
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
Why Consumer and Retail Brands Should Collaborate—Not Compete
If retail brands were to team up with the consumer brands they sell, they would both be able to better serve their customers. Here's why that's important.
The Top Issues—And Opportunities—Facing Auto Marketers in 2018
This post outlines three key industry evolutions that may be keeping automakers and their marketers up at night—but actually present the opportunities they need to gain that coveted market share.
Banking on Disruption: Top Financial Services Content
A summation of recent efforts to make marketing more human in the rapidly evolving world banks and financial institutions are challenged with navigating.
Best 5 Marketing Technology Content Pieces of 2017
Have a look back at our wrap up of the top performing martech content from the year and gain some insight into what changes we’ll see in the year to come.
Regional Bank Cashes in on Contextual, Human Marketing
To attract new customers and improve loyalty, this regional bank needed a strategy that centered on the customer, that integrated all key channels and that leveraged smart personalization.
2018 Predictions from the Brightest Minds in Marketing
We asked the Harte Hanks Marketing Advisory Board for their insights and predictions on what will matter in 2018. Hear from Ken Bernhardt, John Deighton, Kim Whitler, Kay Lemon and Scott Neslin.
Marketing Analytics 101: What You Need to Know in Graphic Form