Good morning, are you planning to improve your brand’s personalization efforts this holiday season?

If your retail brand relies on the hectic holiday season, personalization across your digital marketing should be at the top of your holiday priorities list. According to research from customer data platform Redpoint Global, 75% of consumers said that they wish retailers understood their personal preferences better and that they would use those insights to inform future offers. 

Personalization is driving conversions and sales across digital channels. Nearly 60% of survey respondents indicated that they are more likely to purchase from retailers who send them personalized content and offers. But, in order for brands to deliver the personalized experience consumers crave, marketers need to consider how consumer data fuels personalized offers. 

Search marketing firm Screaming Frog has released version 12.0 of its popular SEO Spider tool. Website crawler tools like this are valuable resources for analyzing sites, understanding how search engine crawlers navigate pages, auditing SEO efforts, and identifying areas for improvement. Screaming Frog users have access to Chrome User Experience Report (CrUX) and Lighthouse metrics, which serve as sources of data that can be used to improve the user experience. 

We have much more for you below including a Soapbox on the role of the Scrum Master. Have a great day.

Jennifer Cannon,
Senior Editor


Agile marketers are often forgoing the Scrum Master role, but is this wise?

The Scrum Master spends a lot of time teaching the organization how to run with agility, how to adhere to the principles and values of agile and helps to bring culture change to the organization. If the organization’s culture is already agile, a Scrum Master may not be worth it. 

But many companies still think the role of a Scrum Master is a replacement for a project manager but that couldn’t be further from the truth. The Scrum Master is there to empower the team and bring culture change to the organization. If you’re hiring a Scrum Master just to manage the team’s work, it’s time to change gears. 

The key role a Scrum Master plays is evangelizing a new way to work throughout the company. This can be especially helpful if you’re a larger organization that is doing a major cultural overhaul. Companies that are new to agile marketing often think that the transformation is isolated to just marketing. In reality, it becomes a new way to work for everyone in the company.

Stacey Ackerman, founder of Agilify


Webinar: Deliver More Relevant Website Experiences by Leveraging Analytics

Sponsored by Coveo

Attend this webinar and learn how to develop a unified strategic plan to deliver more relevant visitor and customer experiences, increase personalization to provide effortless customer self-serve options, and scale your sales efforts more effectively.

Read More »

MarTech Minute

Centro and FreeWheel launch new API integration, Teradata rolls out new platform capabilities

Centro and FreeWheel integration allows for end-to-end automation. Advertising technology provider Centro has announced that a two-way API integration with FreeWheel is now available. Centro’s digital media management platform can now be synced with FreeWheel’s finance management platform, Strata, to manage cash flow by streamlining reconciliation, billing and collection services.  “Organizations using Strata are well-positioned to protect their bottom line. Agencies gain Basis’s programmatic advertising and digital media capabilities that seamlessly integrate with our financial systems and cross-media stewardship solutions for a holistic view of a client’s entire media plan,” said Joy Baer, general manager, FreeWheel Advertisers. “FreeWheel is putting in action our vision to give customers a wide array of technology choices, deep flexibility and media automation, made possible by our platform’s open architecture.”

Teradata launches Vantage Customer Experience. The cloud analytics company’s latest product is said to help brands deliver relevant, personalized experiences. Teradata also launched Vantage Analyst, providing business analysts with a number of new capabilities to perform machine learning, including advanced analytics through a point-and-click interface. “Delivering optimized experiences, at the speed customers expect, is a top priority for CMOs across every industry. But with the ever-increasing complexity of a fractured digital landscape – proliferating martech stacks, new customer data sources, multiple customer touchpoints – this has become progressively challenging,” said Martyn Etherington, chief marketing officer at Teradata. “Vantage CX addresses this by putting more data, powerful analytics and the ability to take timely action in the hands of marketers.”


Want to speak at MarTech 2020?

Speaker submissions are open for MarTech, April 15-17, 2020 in San Jose! Don’t miss this chance to share your experience and expertise with a thriving community of engaging marketers. The pitch form closes November 8, so don’t delay. Click the link below to learn more!

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What we're reading

We've curated our picks from across the web so you can retire your feed reader

The Role of AI in Content Management Systems – CMS Wire

How would opening up Facebook change the internet? – The Verge

9 recent CMO departures that point to the radical transformation of marketing – Marketing Dive

The chatbot impact on ecommerce – Get Elastic

Would You Like Fries With That? McDonald’s Already Knows the Answer – New York Times

Fundamentals of Ecommerce Marketing for 2020 – Practical Ecommerce

Google Releases Five ‘Digital Wellbeing’ Experiments to Curb Your Smartphone Addiction – Gizmodo