Augie MacCurrach

Augie MacCurrach

Augie MacCurrach is the CEO of Boston-based Customer Portfolios, a marketing technology leader that uses insight and analytics to increase customer value. You can follow Customer Portfolios at @CustPortfolios on Twitter.

Value of an Email: Marketing’s Rosetta Stone, Part 2

The email identity system empowers retail marketers to stop blasting. Instead, with email as the “Rosetta Stone” of customer marketing, they can deliver targeted, personalized communications to get customers back again and again. They can identify and target lapsed customers and try to reactivate them. But faced with a siloed P&L that doesn’t recognize revenue per customer, very few take that route. Marketers that push past that barrier can capture a huge competitive advantage with stronger, more profitable customer relationships.

Value of an Email: Marketing’s Rosetta Stone, Part 1

The value of an email keeps popping up in marketing circles these days. Why? Because direct marketers are trying to justify how important it is for store associates to collect customers’ email addresses. Sounds mundane, but it’s critical. If you have a customer’s email address, you can better understand and market to them with increasing…

Putting — and Keeping — the Customer in the Center, Part 2

Successful businesses must be customer-centric. Retail marketers know it’s important, but they’re confused about how to make it happen. This is understandable, considering some of the challenges they face. Retailers still have a myopic view of customers, and thus they're lacking answers to basic questions such as the following: Where is most revenue coming from? What are the challenges associated with generating repeat purchases from loyal customers? Where do we need improvements to our customer marketing, channels, products and services?

Putting — and Keeping — Retail Customers in the Center, Part 1

The heat is on retailers to become customer-centric. Customers have higher expectations than ever before, and competitors that reliably meet those expectations seize a reliable edge. The key is to put the customer at the center with cohesive data and purpose, starting at the top.

When AdTech Meets MarTech, Part 2

As ad technology (AdTech) and marketing technology (MarTech) veer ever closer, retail marketers are picturing the merged data payoff it could represent – helping to build stronger, more profitable customer relationship, ones that customers appreciate more, too. But there are some key points to consider in order to pull this relationship off successfully. Here are three of those points, each centered around being smart with data.

When AdTech Meets MarTech, Part 1

Converge, consolidate, unite … call it what you want, but ad technology (AdTech) and marketing technology (MarTech) are on an irreversible (some might say collision) course to merge data as a source for tracking, anticipating and building customer relationships. However, just because it has to happen doesn’t mean it’s going to be easy. There are…