Martech consultant

Understanding your customer. That’s the Holy Grail for marketers. How do you find them; gather data that helps you understand them; leverage that data to get them to buy; personalise the stories they see to add meaning to each engagement; keep communicating with them to turn them into advocates; and on and on. And, of course, how much of all this do you really need to do to be optimally successful?

Is there really an equivalence between personalisation and engagement? It’s important to know, because setting up all of this is going to cost – some serious wedge, let alone the time to configure multiple systems and hook them together. It’s a long haul and it’s easy to quickly get past the point where investment outweighs return.

There is no magic pill. There is no “going all in with AI” (though there might be a bit of AI along the way). That’s really not how this works. What you need is careful planning, setting realistic goals and developing a road map that enables brands to build sequentially on quantifiable success after success – and that’s where I can help.