Portrait of Stephen H. Yu

Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.

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Marketers Need to Understand the Difference Between Segments and Personas

Performance Marketing

No customer is just a sum of product purchases and clicks.

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Reminder to Marketers: Don’t Be Creepy

Performance Marketing

Personalization is about gentle nudging.

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Personalization Is a Long-term Commitment

Performance Marketing

Make customer-centric practices an organizational goal, not an occasional experiment.

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Personalization Is a Team Effort, and Technology Is Only One Player

Performance Marketing

It's all about connecting the dots between technology, analytics and content.

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The First Rule of Personalization: How to Not Annoy the Customer

Personalization

What does 'personalization' really mean? And how can marketers use it to truly connect with their customers without annoying them?

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Personalization Is Not About Product, Channel or Brand

Data Management

Creating golden records is not something for which you just turn on AI-based software and call it a day.

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14 Ways Brands Can Put One-to-One Marketing Back to Work

Data

Understanding both 'action' (what you did) and 'reaction' (what recipients did in response) is key.

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Transaction Data Is the Most Powerful Predictor of Future Behavior

Fin Tech

Knowing which questions to ask is key to accessing "clean" purchase information.

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Not All Data Types Are Equally Useful

Performance Marketing

Personalization isn’t just an option for modern-day marketers, and effective personalization starts with customer data.

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Marketers Should Use Modeling to Compress Large Data into Small Answers

Data

Analysts need to provide answers to questions, not mounds of data.