Mark Smith
With over 20 years of global experience in Marketing Applications and Analytical CRM, Mark Smith is a leader in building, growing and managing successful companies. Currently in “innovation mode” as the President of Kitewheel, Mark is focused on helping marketing agencies deliver better consumer engagement through solutions that unify the “logic” layer of today’s customer-facing technology for their large brand clients.
Mark’s journey into customer behavior and experience started early in his career. Mark founded Quadstone – the first data mining company to focus explicitly on the analytics of customer behavior. In the years that followed, Mark moved to Boston to build the US business and oversaw revolutionary analytic progress at clients including T-Mobile, Dell, Merrill Lynch and Fidelity. His leadership role expanded to global sales, marketing and product teams that lead to a series of 3 successful M&A transactions over the last 10 years.
For most companies, customer experience is the new battlefield and the so-called “creep factor” is a concerning issue. In 2018, 24% of customers believed that ads they were shown were relevant, and three-fourths of those believed they were “creepy.” As companies move their personalized targeting to all channels, not just ads, it is even more important to ensure they don’t cross the creepy line.
With the booming popularity of IoT devices, marketers might feel overwhelmed when it comes to tapping into the potential of all that customer data. Here is how retailers can make better use of the wealth of data to enhance the customer journey.
Marketers, I’ve got news for you: Consumers are on to us. If it wasn’t bad enough that they’re constantly pulled in opposing directions – moving from device to device and channel to channel with essentially unlimited buying options – they’re now learning to beat us at our own games. brands need to get in the game or risk getting played. Here are five tips to get started.
What is real-time decisioning? It