We’ve spent a lot of time in this space talking about preventing opt-outs through preference management - the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel...Read More

A five-part series about the implementation of preference managementBy limiting the scope of the original preference management project, enterprises can simplify metrics and create powerful business cases for additional investment and expansion...Read More

Preference management should be a central repository connected to all departments, units, and appropriate applications. If information isn't easily available across the enterprise, customers will be lost through repetition, contradiction and...Read More

The goal for preference management is to allow preference collection to take place across the full spectrum of prospect and customer interactions. Enterprise-level businesses engage in complex interactions that often feature an expanding set...Read More

The first of a five-part series about the implementation of preference managementPreference management typically represents a “crossover” initiative – one that begins as a marketing project, gains traction through IT and finds...Read More

Customers have learned that in order to have a more customized experience they need to provide the data to drive those high-value communications and experiences. However, the burden is on marketers to become better in delivering on that...Read More

Here's an all-too familiar scenario: senior leadership recognizes the need for better, more efficient customer engagement and understands that a sophisticated preference management solution is a necessary prerequisite to achieving that goal...Read More

A five-part series about making the case for preference management The case for preference management is typically organized into two clear categories: A) strengthening compliance with privacy regulations and B) improving marketing ROI. Each would...Read More

Any serious conversation about consumer engagement in the digital age must begin with the acknowledgement that the one-way, interruption-based model of the past is gone forever. Technological advances have opened doors that cannot be shut...Read More

As seen in part 1 and part 2, the relationship between company and consumer has progressed from a one to one geographic model to a one to many major media interruption model to a many to many multi-platform interaction model.We now live in an...Read More