Data
Better personalization: The intersection of AI, automation and marketing
Artificial intelligence isn't nearly as daunting when you embrace it for what it can do today.
Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.
Management
Managing the stack: Analytics, data management and the new era of marketing
Analytics tools aren't just another level of your martech stack. Contributor Jose Cebrian argues that they should be interwoven throughout the technologies used in the marketing process.
Operations
Martech + ad tech, part 3: Eliminating silos and connecting data with integrated CRM and DMP
What's the big deal about the convergence of martech and ad tech? Columnist Jose Cebrian explains how it's fueling valuable customer insights.
Data
Martech + ad tech, part 2: Connected data and people-based marketing
Contributor Jose Cebrian lays out a vision of true customer-focused marketing and advertising and explains how technology makes the effort possible.
Data
Martech + Ad tech, Part 1: The tools to transform insight into action
Navigating the convergence of martech and ad tech isn't for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising.
Data
Prediction, anticipation and influence: The importance of AI and machine learning in loyalty programs
Contributor Jose Cebrian explains how artificial intelligence and machine learning have great potential to transform loyalty programs.
Performance
Behavioral triggered emails: Not just for e-commerce anymore
You may associate behaviorally triggered emails with e-commerce, but contributor Jose Cebrian explains scenarios that work for financial services, B2B, healthcare, travel and entertainment.
Data
Building a learning agenda into your marketing program
Of course you want to learn from your marketing tests and experiences, but contributor Jose Cebrian contends you must plan ahead to ensure your learnings are applicable going forward.
Performance
Make 2018 a great year for your email program
What are your goals for your email program in 2018? Columnist Jose Cebrian shares his insights on how to make the most of your email marketing this year and beyond.
Data
Practical advice for planning a CRM marketing stack upgrade
Looking to upgrade your martech stack to make the most of your marketing capabilities? Columnist Jose Cebrian has some tips to ensure a smooth transition.
Operations
Data fidelity matters, online and offline
If you want to be a better marketer, you need to start with clean data. Columnist Jose Cebrian discusses why clean data is essential for helping you target the right people effectively across channels.
Operations
Skimping on deliverability spend? You’re hurting your email program
Don't make the mistake of cutting corners on deliverability. Columnist Jose Cebrian says budgeting wisely on deliverability services and technology will boost both your email program and your revenue.
Performance
Even for email, experience is everything
While campaign numbers and email platforms are important, columnist Jose Cebrian believes marketers can't afford to ignore the experience their subscribers are getting.
Operations
A martech wish list: Where marketing clouds need to go
Columnist Jose Cebrian takes a look at the platforms that are currently available for large-scale marketing, particularly for email, and highlights what they're missing and what would make them shine.
Operations
A way to think about modern CRM
What should you be expecting from your customer relationship management programs these days? Contributor Jose Cebrian explains how CRM has changed and how it hasn't.
Management
People-based marketing requires good people
Columnist Jose Cebrian believes that to get the most out of marketing technology, you need to hire the right people who can help you use it to its fullest.
Operations
Reducing chaos and stress in email marketing
While email marketing is a powerful way for marketers to communicate, it can also be chaotic. Columnist Jose Cebrian shares tips to help you cope with the stress and get organized.
Operations
7 steps to help you prepare for a marketing cloud/email service provider transition
Is the prospect of moving to a new cloud or email service provider daunting? Columnist Jose Cebrian shares tips to help you prepare for and implement the new technology to ensure it goes smoothly.
Management
What’s really holding back your messaging program?
It's not the technology that's keeping you from building a successful messaging program. Columnist Jose Cebrian explains why you need the people, skills and metrics to get the most out of your technology.
Data
Assessing the maturity of your organization’s messaging program
Are you able to gauge the strengths and weaknesses of your messaging program? Columnist Jose Cebrian lays out key questions to ask to help you better understand the state of your organization's messaging strategy.