• Tag: Consumer engagement

World’s first marketing data blockchain – Part I

We live in the era of data-driven marketing where ironically, a 360° view of the customer still remains a dream. This is due, in large parts to the many data sets that remain isolated and uncorrelated, scattered across the many silos of data islands. In an effort to add context to communications and consumer engagement, […]

Personas segmentation. What you really need to know.

We are well beyond addressing a whole audience segment and into the era of individualization. The first step towards this is Persona segmentation. A high-level clustering of audiences based not on their demographics and purchase pattern but also on their behaviour (using propensity scores based on time, content, offer, channel and location) and influence (both […]