“65% of audiences say they are more willing to boycott companies that don’t do social good, versus five years ago.”

“When organizations’ actions and words demonstrate authentic commitment, audiences should feel connected to them.”

“While authentic commitment does build connection, layering in personal fulfillment has a stronger impact.”

“Authentic commitment to social impact is necessary but insufficient for driving organizational connection. What matters far more is the degree to which the organization’s social impact activities benefit audiences on a personal level.”

“Illuminating personal values, empowering action, and fostering connection are three different approaches to creating personal fulfillment for key audiences.”

“86% of customers increase their wallet share if they’ve experienced good value enhancement during an interaction with a brand.”

“Customers don’t really care about how they feel about your company or your brand, they care about how they feel about themselves when they are with your brands.”

“VES is predictive of loyalty. If you measure value enhancement, you’ll be ahead of the game in understanding future customer loyalty.”

“VES is significantly more accurate at predicting all dimensions of customer loyalty than metrics such as customer satisfaction and net promoter score.”

“If customers receive value enhancement during their interaction, they have a 97% probability of spreading positive word of mouth.”

“On average, organizations are not using 42% of their martech stack capabilities”

“25% of martech leaders feel that a lack of cross-functional collaboration is the top impediment to martech stack utilization.”

“A capability-first mindset and being mindful of the ‘measurement gap’ prevents wasteful spending on tools you’re unprepared to use.”

“From onboarding to the management of the product life cycle, product champions play a key role in managing products, capabilities and activities within the stack.”

“Capability-aligned communities of practice are forums that are safe spaces for sharing best practices, successes and failures, roadmaps and new emerging trends.”

“54% of senior marketing leaders agree that marketing analytics has not had the level of influence on the marketing organization that leadership expected.” 

“35% of marketing leaders rank ‘inability to connect data and analytics to business value’ as being one of the top three impediments to analytics teams’ success.”

“There are three important value drivers for marketing analytics teams: developing influence with senior leadership, discovering new insights and determining the impact of the marketing analytics team as a function.”

“Analytics teams must identify next-level decisions and plan for the data, skills methodologies and tools to build their insight bridges.” 

“Marketers should account for both primary and secondary impacts of marketing analytics. Use the scale of the initiative to guide impact measurement planning.”

“Personalization is the practice of gathering and analyzing customer data to deliver a tailored interaction between the brand and the customer.”

“There are really only two sets of activities to consider when it comes to personalization: content production - using consumer data to personalize the actual content of the message itself, and message delivery - using that same consumer data to determine who sees that content in the first place and whether it's customized or not.”

“As personalization becomes more ‘personal,’ it simultaneously becomes riskier.”

“Effective personalization is a game of balance. Too much is often worse than too little.”

“Messages that consumers simultaneously perceive as both helpful and proof that a brand knows them actually create an additive benefit.”

“Tailored help is the best way forward, and if you are not delivering this to your audience already then we strongly recommend that you do this.”