Mary Pilecki

Jun 3, 2024 | forrester.com | Mary Pilecki |Mike Proulx |Riccardo Pasto

Brands are expanding their loyalty budgets: 65% of B2C marketing decision-makers in Forrester’s 2024 Marketing Survey said they were planning to increase their investment in relationship/loyalty marketing in 2024. The most effective consumer loyalty initiatives are built on strategies that span business functions and deliver both business and customer value. Marketers must coordinate their loyalty efforts with other corporate, product, and customer experience initiatives to grow customer loyalty.

Mar 27, 2024 | forrester.com | Laura Ramos |Mary Pilecki |Amy Hayes

If your approach to helping customers succeed is spread across account management, customer service, training, sales, customer marketing, etc., you’ll get a great return by consolidating it. Forrester published a study (subscription required) that analyzes the costs, benefits, and risks of dedicating a team to customer success management, outfitting them with purpose-built technology, hiring a leader, and enabling them to drive consistent experiences that lead to retention and growth.

Mar 26, 2024 | forrester.com | Joe Stanhope |Mary Pilecki

To meet customers in their moments, marketers must design, execute, and optimize interactions across the full range of devices, channels, and touchpoints where consumers engage with a brand. Meanwhile, the marketing landscape continues to evolve with new technologies, data deprecation, and sophisticated consumers. An effective martech strategy supports the needs of marketing today, while retaining the flexibility to adapt to future needs.

Mar 26, 2024 | forrester.com | Mary Pilecki |Mike Gualtieri |Michele Goetz

As loyalty programs become ubiquitous, brands need to find technologies that help their programs stand out to consumers. While generative AI (genAI) is still relatively new, predictive AI (also known as AI and machine learning) has been used to support and improve loyalty strategies and programs for decades. Predictive AI algorithms recognize and learn from patterns in data and can then be used to perform complex tasks without marketer input.

Feb 14, 2024 | forrester.com | Xiaofeng Wang |Mary Pilecki |Eric Epstein

I’m pleased to announce the publication of The Customer Data Platforms In Asia Pacific Landscape, Q1 2024 report. This comprehensive report features 22 vendors with $5 million or more annual CDP revenue from the APAC market. Most vendors are still in the early stages of developing their business in APAC, indicating that the market is still emerging compared to more established markets like North America.