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.
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.
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.
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.
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.
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.
Behavioral triggered emails: Not just for ecommerce anymore
You may associate behaviorally triggered emails with ecommerce, but contributor Jose Cebrian explains scenarios that work for financial services, B2B, healthcare, travel and entertainment.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Marketers, think outside the list
Columnist Jose Cebrian believes it's time to think of customer data as an “audience” instead of a “list,” but it will require meaningful measurement of that data and navigation of a multitude of tools.
Three concepts to help you hit this year’s targets
Columnist Jose Cebrian explains how taking risks, connecting your marketing and developing an analytics mindset can give you a leg up in 2017.
So you have the data. Now what?
It's not just about having loads of data; you need to be able to use it. Columnist Jose Cebrian explains why you need to build a solid foundation, shift your focus from the channel to the audience and choose the right technology.
Is your email a casualty of the war on spam?
If your messages aren't getting through, it might be time to rethink your email marketing strategy. Columnist Jose Cebrian outlines some steps for developing a "good" sending reputation.
The path to one-to-one content marketing
How do you create content that's tailored to individual customers? Columnist Jose Cebrian outlines the steps for developing content that can be applied to a people-based marketing strategy.
Measuring email effectiveness in retail banking
As more consumers look to deal with their banks online, banks need to know the impact of email campaigns. Columnist Jose Cebrian discusses some key tactics.
The road map to personalization
Personalization can be time-consuming and complex, but it's critical to a successful email program. Columnist Jose Cebrian helps you streamline the process by breaking it down into a series of steps.
3 gears of a successful marketing program: Looking beyond email click rates
Don't just focus on email open and click rates. Columnist Jose Cebrian discusses the three areas that make up your marketing program and how to effectively grow your business.
Why Email Is Key To Maximizing Owned Media (And Assets) In Digital Marketing
Looking to step up your addressable marketing strategy? Columnist Jose Cebrian explains why first and foremost you need to to ask for an email address at every customer touch point.
Freshen Up Your 2016 Email Strategy
A new year brings new opportunities to step up your email strategy. Columnist Jose Cebrian offers recommendations to help you reassess your email program and make it shine in 2016.
Why Marketers Need To Move From Email Reactivation To Continued Addressability
Columnist Jose Cebrian explains why marketers need to think less about reactivating their inactive email subscribers and focus more on reaching that audience in other ways.
Google Customer Match From The Email Marketer’s Point Of View
Columnist Jose Cebrian discusses the benefits the Facebook Custom Audiences-style product offers email marketers, as well as some potential challenges.
Best Practice Email Marketers Need Not Apply
Best practices are important, but if email marketers truly want to be successful, they need to look towards math, innovative technology and creative content, says columnist Jose Cebrian.
Shhh. Your Email Program Should Be A Secret Weapon
How do you gain a competitive advantage with your email program? It's all about differentiation and leveraging your data to drive results, says columnist Jose Cebrian.
Email Marketers: The Marketing Leaders Of The Future?
Is email marketing the right career path for you? Columnist Jose Cebrian explains why email marketers' skills are just what the marketer of the future needs — and explores how those responsibilities are broadening.
Planning Email For When It’s Seen, Not When It’s Sent
Columnist Jose Cebrian envisions a future in which email is truly relevant and acts on the data at the time of open — but to get to that point, you must jump the hurdles along the way.