3 ways customer data drives more impactful brand experiences
Fostering customer trust and creating a plan for onphysical and digital stores to co-exist are important strategies to leverage.
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Mike Sands's latest articles
Why data onboarding matters more today than one week ago
Why data recency and real-time processes can make all the difference when you're appending new information to your customer records.
119 billion reasons why brands must control their customer data
With growing consumer awareness of data use and misuse comes a heightened responsibility for businesses to safeguard and responsibly manage their customers' information.
Without identity, retailer ad retargeting misses the mark
Marketers spend billions to retarget ads to customers and annoy them with their repetitive messaging. Contributor Mike Sands offers a suggestion for leveling up your retargeting game.
Identity is having its moment, but most martech isn’t ready
With many in the industry recognizing identity as its own separate martech category, contributor Mike Sands says brands must get up to speed with this central concept.
Smart marketing still hinges on humanity, not technology
As exciting as technological developments may be, contributor Mike Sands urges marketers to keep their eyes on their customers.
Swift shifts in marketing spend aren’t enough to stem the Amazonian tide
Contributor Mike Sands contends that turning customer data into a strategic asset is the key to success in today's environment.
Stop making the same mistakes: Preventing a ‘Groundhog Day’ scenario
Are your marketing campaigns tired and predictable? Contributor Mike Sands discusses ways to advance customer relationships to create better marketing and outcomes.
3 resolutions marketers must keep to thrive in 2018
From putting customers first to sharing data, columnist Mike Sands lays out key goals every marketer should keep top of mind in 2018.
2017: The year identity changed everything
Columnist Mike Sands takes a look back at this year's notable events in digital advertising and examines the underlying theme of identity that's transforming brands.
2017: The year identity changed everything
Columnist Mike Sands takes a look back at this year's notable events in digital advertising and examines the underlying theme of identity that's transforming brands.
How customer identity brings the ‘wow factor’ back to Black Friday
Black Friday may be losing its luster among shoppers, but don't lose hope just yet. Columnist Mike Sands believes brands can regain their Black Friday mojo by using data and identity to make it more meaningful.
Apple’s move to kill cookies isn’t a crisis — It’s an opportunity
Columnist Mike Sands believes Apple's cookie restrictions will encourage marketers to take a new approach to building customer data sets and identity, giving them a more holistic customer view.
Successful brands aren’t focusing on what’s now — they’re focusing on what’s next
Don't wait to react to consumers’ quickly changing tastes. If you want to stay competitive, columnist Mike Sands explains, you need to use your customer data to anticipate what they may desire next.
Why your brand should obsess over its customers, not its competitors
Columnist Mike Sands believes brands need to take a page from Amazon and put their customers -- and the data they generate -- at the center of all business decisions.
A billion reasons why loyalty marketers need customer identity
While it might seem easy to get consumers to sign up for your loyalty program, keeping them active and engaged is another story. Columnist Mike Sands explains how a a customer identity solution can help.
When it comes to building brand infatuation, easy does it
What are consumers' favorite brands doing right? Columnist Mike Sands says it's all about using customer data and identity to make customers' lives easier.
3 reasons why customer identity should top retailers’ 2017 holiday wish lists
Retailers, are you prepared for the holiday season? Columnist Mike Sands notes that this year, customer identity will be critical for engaging holiday shoppers with easy, convenient and frictionless experiences.
How customer identity solutions slash churn — and boost revenue
Columnist Mike Sands explains how the right customer identity solution will help you tap into your customer data and build a long-term approach to customer engagement.
6 reasons why building your own customer data asset is a recipe for marketing success
Don't let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure you're in control of your customer data.
6 reasons why building your own customer data asset is a recipe for marketing success
Don't let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure you're in control of your customer data.
Break through 5 common barriers to contextual marketing and connected experiences
In an increasingly multi-channel world, it's difficult to make every customer interaction meaningful. Columnist Mike Sands explains the secret to driving more genuine engagements that foster retention and loyalty.
3 ways CMOs can win the hearts of customers — and CEOs
Columnist Mike Sands says that if CMOs want to thrive in the year ahead, they'll need to lead the charge in building customer obsession across the enterprise.
3 ways to thrive in the year of customer experience
Columnist Mike Sands predicts that 2017 will be the year customer experience becomes a No. 1 priority for marketers and offers three tips to help your brand stay a step ahead.
ID graphs: The path to identity resolution
If you're not familiar with what an identity graph is, it's time to bone up on the term and add it to your arsenal. Columnist Mike Sands walks you through the ins and outs of ID graphs.
Go for the gold: Mastering cross-device marketing
How do you win big in digital marketing? Columnist Mike Sands says it's all about knowing your customer across devices.
3 digital marketing trends the customer-centric CMO must prepare for now
Rather than fearing the rapid changes afoot in digital marketing, columnist Mike Sands urges you to embrace them as opportunities. Find out how to position yourself to take advantage of these powerful trends.
3 retail strategies to beat Amazon this holiday season
Don't let Amazon get the best of you this year. Start planning now! Columnist Mike Sands reveals strategies to keep in mind when preparing for the biggest shopping days of the year.
Ads not performing? Strategies to steal from the email marketing playbook
Columnist Mike Sands says if you're not connecting with your customers, it might be time to take a page from email marketing, which has high performance metrics thanks to meaningful interactions with consumers.
The #1 way advertising budgets will change this year
With digital display spending on the rise, marketers need to know how to engage their audience. Contributor Mike Sands urges marketers to look toward people-based advertising to connect with the right person at the right time.
Three ways to foster brand devotion in the Age of the Customer
When audiences are fragmented, and traditional loyalty programs no longer resonate, what's a marketer to do? Columnist Mike Sands contends it all comes down to knowing your customer.
5 reasons people-based marketing will turn fed-up consumers into brand-loyal fans
It's time to move beyond "people-based marketing" as a catchphrase and jump on board. Columnist Mike Sands discusses how it will help brands connect with people and create more relevant messages.
Three Reasons CRM Marketers Should Partner With Digital Media Teams In The New People-Based Era
Columnist Mike Sands discusses the ways in which CRM marketers can team with digital advertisers to help them adapt to a cross-channel world and increase retention.
Out With The Old, In With People-Based Marketing: What Marketers Should Expect In 2016
How will digital marketing transform this year? From the new ad-blocking landscape to mobile and more, columnist Mike Sands lays out his predictions.
How The Cookies Crumble In A Mobile-First World
Columnist Mike Sands believes if marketers want to get ahead in today's mobile, hyperconnected world, they need to move past outdated technologies like cookies and tags.
Why Digital Marketing Should Join The Sharing Economy
As the sharing economy gains steam, columnist Mike Sands says it's set to disrupt digital marketing and how marketers use their engagement data.
Much Ado About Data Onboarding: A Key to Real-Time, People-Based Marketing
To get closer to real-time, people-based marketing, marketers need to embrace onboarding, says columnist Mike Sands. He delves into what it is and the key questions you should ask onboarding vendors.
It’s Alive: The Power Of First-Party Intent Signals
How do you achieve true people-based marketing? Columnist Mike Sands explains why it's all about reaching customers at the right time with the right message.
Where Can Marketers Find The Best Customer Data? Under Their Noses
Columnist Mike Sands explains why you should make first-party data a priority and why it will bring you results when it comes to people-based marketing.
Developing A Data Road Map: How To Implement A First-Party Data Blueprint
Once you've learned the basics for creating a first-party data strategy, it's time to move on to the next step. Columnist Mike Sands walks you through building a data road map and the initiatives needed to reach your goals.