Using AI and journey orchestration to boost your marketing automation
AI and customer journey orchestration can take your existing marketing automation approaches to the next level.
Greg Kihlström is a best-selling author, speaker, and entrepreneur, currently an advisor and consultant to top companies on customer experience, employee experience, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlström podcast. He is a two-time CEO and Co-Founder, growing both companies organically and through acquisitions, and ultimately leading both to be acquired (one in 2017, and the other in 2021). As a strategist, digital transformation, and customer experience advisor, he has worked with some of the world’s top brands, including AOL, Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota, and VMware.
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
4 critical platforms to support customer journey orchestration: 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.