2. About Igniting Customer Connections:
Fire Up Your Company’s Growth By Multiplying
Customer Experience & Engagement
During the past few years I have seen clients fundamentally change the
performance of their marketing by simultaneously focusing their strategies on
improving how customers engage with their brand and how they (and the
broader base of consumers) experience the brand. They’re not just observing
this connection. They’re proactively allocating marketing strategies and dollars to
improve engagement and experience – and ultimately, improving business
outcomes – including sales, share of wallet, and brand equity – dramatically.
That said, I wanted to write a book not based on theory or simple anecdotal
examples. So I have commissioned proprietary research that provides clear
insight and direction in terms of how we, as marketers, should optimize the
range of diverse new channels, media, and technologies to drive brand and
business equity.
I wrote Igniting Customer Connections to help marketers like you use data,
content, and technology to forge customer connections in ways that were
unthinkable just a few years ago. This book is intended to help you take
advantage of the amazing capabilities available today. And also get the respect
(and promotion, of course) that hard-working marketers deserve. It provides a
unique set of research and intellectual property designed to guide you to the
next generation of successful marketing – turning marketing from a cost center
to a vital function that systematically drives profitability for your organization.
Andy Frawley,
Author of Igniting Customer Connections
President of Epsilon
22. “It all starts with data.
Data leads to insights and
action. But you have to
have the right data first.”
Elmer Smith,
Vice President of Customer
Strategy, JCPenney
25. “Big Data by itself isn’t a
strategy. Big Data can
help you build an
advantage and make you
more competitive.”
John Costello,
President of Global Marketing
and Innovation, Dunkin’ Donuts
32. When it comes to loyalty,
“we treat our members
like they’re part of an
exclusive club.”
Patrick Brady,
President of Marketplace and
Ecommerce, Angie’s List
33. “If you’re not
changing, you’re
standing still. And
that makes you
vulnerable to the
competition.”