Personalization at Scale: More Than “[FNAME]”

By Ryan Phelan | Managing Director at RPE Origin Everywhere I go, I run into someone talking about personalization as if it were some new discovery or the next big trend. We have been talking about the need to personalize for 20 years. Why do people think it’s new?  True personalization is complex. The challenge I see is that we have oversimplified the gateway to success for email marketers. Why should we care? That part is easy.   We need to care because the rest of the digital marketing world is […]

Becoming a Data-Driven Organization

According to the International Data Corporation, global spending for big data and business analytics solutions is forecast to reach $215.7 billion in 2021, representing a 10% growth over 2020.    However, a quick internet search for “how many companies are data-driven?” renders conflicting, if not downright perplexing, search results.  Topping the page is a link to a recent Harvard Business Review Survey showing:   72% of survey participants report that they have yet to forge a data culture 69% report that they have not created a data-driven organization 53% state […]

When to Use Data Append Services

“Should I use a data append service?” That’s a great question, but before it can be answered you need to answer a few other questions. Why do you want to append that data? What data do you want to append? And, how do you intend to use that data? First let’s look at the Why. Most likely it’s for marketing purposes. You may want to have the ability to achieve better segmentation for targeting or better personalization to increase response rates. You may also be looking to create personas to […]


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