The power of customer data across the journey: Acquisition
Leverage data responsibly during the acquisition stage to understand your audience, refine messaging and build trust.
Contributor
Greg Kihlstrom's latest articles
Customer journey orchestration
Continuous improvement and innovation: Successful customer journey operations
Learn the essentials of feedback loops, experimentation and agility to deliver continuous improvement in customer journey operations.
Customer journey orchestration
The role of governance: Successful customer journey operations
The right governance structure is critical to creating, managing, and improving the customer experience utilizing tools like customer journey orchestration.
Customer journey orchestration
Collaboration across people, processes, data and platforms: Successful customer journey operations
The key elements of collaboration in customer journey operations and how they contribute to improved customer experiences.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Workflow automation and RPA
Learn how AI-driven workflow automation enhances marketing outcomes and ways to maximize the benefits of automated processes.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Personalized customer journeys
Here's why artificial intelligence is integral to delivering personalized customer journeys and the platforms and tools that make it possible.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Predictive analytics
While this area of AI has been around long enough, it shouldn't be a substitute for strategic oversight by humans.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Generative AI
Here's what you need to know about generative AI in marketing and why it's worth paying attention to.
AI powered marketing automation: How to make it work for you
AI and customer journey orchestration can take your existing marketing automation approaches to the next level.
North Star goals for category leaders: Agile, customer-centric culture
Learn what an agile, customer-centric culture means, why leadership support matters and how organizations can work toward this goal.
North Star goals for category leaders: Customer lifetime value model
Beyond just calculating CLV, companies must embrace the total value a customer can bring as a factor in strategic planning, culture and KPIs.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
Optimization and personalization
The ROI of personalized experiences: Process measurements
Looking at the methods used to personalize, how efficiently they are performed and how they are improved over time is part of measuring ROI.
Optimization and personalization
The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
Optimization and personalization
The ROI of personalized experiences: Audience measurements
Learn ways to measure the returns of personalization by audience performance and why creating a first-party data strategy matters.
Customer journey orchestration
Customer journey orchestration platforms: Getting started on CJO
Aligning your customer data, content management, CJO and analytics and reporting platforms is crucial for CJO implementation success.
Customer journey orchestration
How customer journey orchestration affects process: Getting started on CJO
Here are three processes essential for succeeding with CJO.
Customer journey orchestration
Preparing people for customer journey orchestration: Getting started on CJO
How to get ready to implement customer journey orchestration. First: think about the people involved.