Progressive Profiling

Progressive profiling is a technique for collecting information about website visitors over time. This information can be used to improve the visitor experience, personalize marketing messages, and make better business decisions.

There are many benefits to using progressive profiling, including:

• Improved visitor experience: Progressive profiling can help to improve the visitor experience by providing them with more relevant content and offers. For example, if a visitor has previously shown an interest in a particular product, you can show them more information about that product on subsequent visits.
• Personalized marketing messages: Progressive profiling can be used to personalize marketing messages to each individual visitor. This can help to increase engagement and conversion rates. For example, you can send email marketing messages that are tailored to the visitor's interests and needs.
• Better business decisions: Progressive profiling can be used to make better business decisions by providing you with more information about your customers. For example, you can use progressive profiling data to segment your customer base, identify trends, and develop new products and services.

There are many vendors that offer progressive profiling solutions, including:

• Marketo
• Salesforce
• Adobe
• IBM
• Oracle

These vendors offer a variety of features and pricing options, so you can choose the solution that best meets your needs.

Here are some additional tips for using progressive profiling effectively:

• Start with a clear goal in mind. What do you want to achieve with progressive profiling? Do you want to improve the visitor experience, personalize marketing messages, or make better business decisions?
• Collect the right information. The information you collect should be relevant to your goals. For example, if you want to improve the visitor experience, you might collect information about their interests and needs.
• Use the information wisely. Don't just collect information for the sake of collecting it. Use the information you collect to improve the visitor experience, personalize marketing messages, or make better business decisions.
• Get consent. Make sure you get consent from visitors before collecting their information. This will help to build trust and ensure that visitors feel comfortable sharing their information with you.

By following these tips, you can use progressive profiling to improve the visitor experience, personalize marketing messages, and make better business decisions.

Email Newsletters - All Image, No Text

This is what happens when you design content to be image heavy and the user's default inbox blocks images. In this example, there are multiple CTAs and no clear objective as to what the recipient should do. 

Normally, Tinuiti produces emails with great marketing content. However, it just misses the mark. And.. into the delete bin it goes.

Data-driven diversity and inclusion (D&I)

Data-driven diversity and inclusion (D&I) adoption by US companies is a growing trend. There are many reasons for this, including:

• The business case for D&I is clear. Companies with more diverse workforces are more profitable, innovative, and better able to attract and retain top talent.
• Data can help companies identify and address unconscious bias. Unconscious bias is a major barrier to D&I, and data can help companies identify and address it in their hiring, promotion, and other practices.
• Data can help companies track their progress on D&I goals. This is essential for accountability and for making sure that D&I efforts are having a real impact.

There are many ways that companies can use data to improve their D&I efforts. Here are a few examples to use data:

• Identify areas where your workforce is not diverse. Include topics such as gender, race, ethnicity, age, or disability.
• Track your progress on D&I goals. Examples: the number of women in leadership positions or the number of employees with disabilities
• Identify unconscious bias in your hiring, promotion, and other practices, e.g., the use of biased language in job postings or the underrepresentation of certain groups in certain departments.
• Develop and implement D&I initiatives. This could include things like unconscious bias training or mentoring programs for underrepresented groups.

Data-driven D&I adoption is a complex and challenging process, but it is essential for companies that want to create a more inclusive and equitable workplace.

General Data Protection Regulation (GDPR)

The complete guide to GDPR and compliance can be found at gdpr.eu

GDPR began May 25, 2018, and since then has levied harsh fines against violators of the EU's data privacy legislation. According to website GDPR Enforcement Tracker, the top 10 countries with the highest total fines are:

And the breakdown of violations by industry:

While the US and US companies are not represented on these tables, that's not to say their European offices haven't been fined by the GDPR. Read more about that here. Google (fined $50m by France) and Marriott ($100m fine for its Starwood customer data breach) are the two largest entities to face GDPR fines.

In a nutshell, GDPR covers businesses, government agencies, and other entities:

• In the European Union (EU);
• That offer goods or services to anyone in the EU;
• and collects, stores, transfers, or uses personal information about EU citizens

For individuals, GDPR offers extended protections regarding the use of personal data such as:

• Right to Access:
• Obtain confirmation as to whether or not their personal data is being processed, where and for what purpose 
• Access their personal data
• Correct errors in their personal data
• Right to be Forgotten:
• Erase their personal data
• Object to having their personal data processed
• Data Portability:
• Receive a copy of any personal data stored, and transfer that data to another vendor/controller

GDPR defines personal data as:

‘Personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person. (source)

Email Campaign Tracking Codes

Some tracking codes in the footer of a commercially sent email are easier to decipher than others. It's like geek speak for marketers. With these, and appropriate ecommerce tracking with Google Analytics 360, companies can see how much, if any, revenue is generated by campaigns. It's usually paired with the assumption of "last touch" revenue source, where the last marketing activity a customer takes before a purchase is how credit is applied to a specific inbound or outbound methodology, be it from SEO, email, a product page on a website, a direct mail catalog SKU number, etc.

Here is an example. This comes from the Starbucks Rewards program, and their tracking code is just below the body of the email and above the footer; though many organizations place this tracking code in the AMP Script (if using a Salesforce product) and some place this below the footer/disclaimer text.

The tracking code text reads: Ref: 21-15-ANO-1-0-0-EM-SR-NA-ALL

Loosely, this reference translates to: ?? - ?? - ?? - 1 - 0 - 0 - Email - Starbucks Rewards - North America - All

I thought that the first two digits were the year of the broadcast, but Starbucks Rewards emails from 2020 also have this 21-15 starter tag. And, it's not sequential to time-order. There are campaigns that ran in January 2020 with the starter tag of 21-14 and emails that were sent in October 2020 with the starter tag of 21-13. So, maybe a campaign type? 

The middle "1-0-0" I think a null code placeholder. Here is a tracking example from their "Starbucks for Life" rewards campaign: Ref: 21-13-SFL21-1-0-0-EM-SR-NA-US

The easiest way would be to just ask someone who works for Starbucks marketing. But this is more fun. These tracking codes aren't meant to be memorable; but they are a good way for marketers to attribute sales revenue and customer engagement through email-to-store or email-to-mobile-order sales.

In contrast, retail stores with ecommerce websites often use coupon codes as tracking codes that are static and can be used by anyone whether or not they are a rewards customer; and as such, the coupon code variations reflect a simple code (e.g., holiday20, welcome10).

The Holiday Kindle Reading List

Ahh the holidays. A time when it's so cold and/or rainy outside that you just want to curl up with some blankets and a good book, or in this case a digital slate packed to the gills with ebooks checked out from various county libraries. I wonder if Los Angeles County ever audits their customer database. I mean, I don't exactly live here, but my relatives do and that's really all that was needed to get an online library card. Each metro area has a slightly different configuration of available ebooks, audiobooks, and magazine subscriptions. I have to use a different app (Flipster) to read magazines that my own county library subscribes to. Multnomah County Library allows you to read magazines in a browser directly from the OverDrive app.

Onward, to the books! Here's what's in the Kindle:

E-Books:

• 6 Disciplines of Agile Marketing by Jim Ewel
• The Influential Product Manager (how to lead and launch) by Ken Sandy
• Scrum: The Art of Doing Twice the Work in Half the Time by Jeff Sutherland
• Unvarnished by Eric Alperin and Deborah Stoll

Audiobooks:

• Hacking Marketing (agile practices to make marketing smarter) by Scott Brinker
• A Field Guide to Lies and Statistics by Daniel J. Levitin
• We Fed an Island by Jose Andres

The best part about the Overdrive app for public libraries is that you can download all the chapters of the audiobook to your smartphone or tablet; then listen to them on the airplane.. or wherever.

Industries most impacted by the pandemic

The following industries have been most affected by the pandemic impact on supply and demand in the US:

• Travel and hospitality: The travel and hospitality industries have been hit particularly hard by the pandemic. This is due to the fact that people are traveling and staying in hotels less due to the pandemic.
• Retail: The retail industry has also been affected by the pandemic. This is due to the fact that people are shopping less in stores and more online due to the pandemic.
• Manufacturing: The manufacturing industry has also been affected by the pandemic. This is due to the fact that there are supply chain disruptions and factories have had to slow or even stop production due to the pandemic.
• Food and beverage: The food and beverage industry has also been affected by the pandemic. This is due to the fact that there are supply chain disruptions and restaurants have had to close or reduce hours due to the pandemic.
• Healthcare: The healthcare industry has also been affected by the pandemic. This is due to the fact that there is an increased demand for healthcare services due to the pandemic.

It is important to note that these are just a few of the industries that have been affected by the pandemic impact on supply and demand. There are many other industries that have been affected, and the impact has varied from industry to industry.