Peter Moloney

As CEO of Loyalty Builders, Peter Moloney applies his extensive background in marketing, business strategy and development, and enterprise software technology to guide the company and bring the magic of its technology to more marketers.

Articles by Peter Moloney

• You’ve automated the ‘how’ and ‘when’ — time for the ‘what’

  Friday, February 19, 2016

  Chances are you use a marketing automation platform for email and other communications to customers and prospects, or you have a service provider that uses one on your behalf. There are so many of them out there, we forget that it's still a relatively new area of automation.

• How much data is needed to predict customer buying behavior?

  Thursday, January 21, 2016

  There are two fundamentally different approaches for selecting the data used to predict customer buying behavior. The first approach involves collecting as much information as possible about your customers (demographic attributes, behaviors, preferences, etc.) so you can see what correlations there might be between this information and purchasing. This is supported by a basic tenant of Big Data theory: Because we are now able to collect ever more data on our customers from all kinds of sources, and we have new, better technologies for managing and analyzing all that data, that's what should be done.

• Does the attribution for your marketing campaign make sense?

  Wednesday, January 06, 2016

  In a world where information access and customer interaction happen anywhere and anytime, marketing is becoming a connected web of communications and calls to action (CTAs) designed to immerse the customer with a 360-degree experience and a guided journey.

• Real-time marketing is not always what it seems

  Monday, November 30, 2015

  The instant delivery of marketing messages to customers, such as emails, ads or Web recommendations, triggered upon customer behaviors in real-time, is at the cutting-edge of today’s marketing tech. Watching Web activity, social interactions, and vendor engagements generates a lot of data that might indicate customer preferences and readiness to buy something. There are a couple problems, however.

• Simplifying customer analytics for personalized marketing

  Thursday, October 22, 2015

  Even though most marketers understand the benefits of personalizing messages and offers to customers in marketing campaigns, surveys show many still hesitate to do so. They understand that by offering each customer the product or products they are most likely to buy at that time, they will generate considerably more revenue. But figuring out just what to offer each customer still feels like a leap into an uncertain world.

• Personalized marketing shouldn’t be personal

  Thursday, September 24, 2015

  Personalized marketing works wonders. If you can send each customer exactly the right offers at exactly the right time that gets them to buy more, you will maximize your revenue. The trick, of course, is figuring out what to send and when. For that, you need some sort of advanced customer analytics to predict customer interests and inclinations. The problem is that cannot actually be done. Each individual customer and customer context is too complex to predict interests and behaviors with any real certainty. So what can be done?

• Do you want to shop where they analyze your eye movements?

  Friday, August 28, 2015

  I was reading a news item recently about another startup in the marketing analytics space. This startup analyzes eye movements as customers browse in a store and, based on that, tries to determine the customer's interest in certain items, which triggers email offers to their mobile phones in real time.

• Personalized messaging vs. personalized marketing

  Friday, July 24, 2015

  How many marketing technology vendors say they help you personalize your messaging to your customers? Um, hundreds perhaps? Maybe all of them? The problem is, most of them do not personalize marketing. The first gotcha is the analytics. Personalized messages and offers can work like magic to lift returns, but only if they truly interest the customer. Otherwise, to the customer, it's just more noise.

• Why aren’t you personalizing your marketing?

  Thursday, June 25, 2015

  Are your marketing programs really delivering the most relevant, personalized message to each individual customer? If not, why not? I'm not talking about inserting the customer's name in the marketing content. I'm not talking about delivering customized messages to different segments or groups of customers. I'm talking about putting the right offer in front of every "individual" customer at the right time — the one most likely to get them to buy now. Is there a more important objective for marketing than that?

• Taking the pain out of personalized marketing

  Thursday, May 14, 2015

  Predictive analytics improves marketing results. That's hard to dispute these days, but it's not quite right. Relevant messaging and attractive offers improve marketing results. Predictive analytics has the "potential" to help. It's only potential because there is so much involved in doing it right. There is a broad diversity of algorithms and approaches for all sorts of purposes.

• What if you can’t afford predictive analytics in your budget?

  Thursday, April 09, 2015

  Twenty years ago, if retailers wanted a marketing piece to look good, they had to go to a professional graphics service to get it typeset and then a printer to get it printed. Now, everybody can do it on a PC. But then again, you can now use purpose-built templates to make your own just-about-anything — great-looking marketing pieces, websites, emails, you name it. In other words, you can go a long way for a lot less time and money these days.