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Identifying behavioral changes in your customer base, and effectively leveraging these insights can lead to greater customer engagement and true customer-centricity.
Pointillist recently released a white paper titled, “Achieve True Customer-Centricity with Behavioral Marketing,” and Loyalty360 caught up with Richard Thomson, corporate communications, Pointillist, to find out more about this intriguing topic.
Why are so many marketing formulas that were successful in the past now failing?
Thomson: Instant gratification. Not designed for omnichannel customers.
Can you talk about behavioral marketing and what are the keys to doing it successfully?
Thomson: When you know the audience and the customer journey, you can predict how likely it is that a customer at one step in the journey will actually take the subsequent step. And if you do not like the odds, you can change the experience by engaging them with relevant, in-the-moment messages – to increase your odds of success. But to do this, you need analysis measured in hours or days so that you can catch the audience in the moment, as the behavior is happening.
What are the biggest problems connected to data analysis for loyalty marketers?
Thomson: Loyalty is so much more than data.
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