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Articles by Jason Perocho
How Retailers Can Use First-Party Data to Weather Economic Pressure and Tariffs
Retailers are facing a new wave of economic uncertainty. Tariffs on imported goods—from apparel to electronics—are pushing up costs, disrupting supply chains, and prompting consumers to tighten their wallets. Brands already operating with slim margins are now feeling even more pressure to deliver results with fewer resources. In this environment, the most resilient retailers are leaning into a resource they already own and can control: first-party customer data.
The Human Touch, Multiplied: Creating Personal Experiences at Scale
Picture the experience of returning home to the town where you grew up. Your ritual diner has your order ready before you’ve secured a booth, and buying flowers is a breeze when the local florist keeps a log of every patron’s favorite kind. These connections develop organically from one-on-one interactions over long periods of time. The challenge: how do you replicate those same, individualized experiences for millions of customers across myriad digital and physical touchpoints?
How to Level up a Data Strategy That’s Falling Short
You’ve invested in customer data tools. You’ve got dashboards, reports, and a ton of insights at your fingertips. So why aren’t you seeing results? If you’re like most companies, you’re collecting data but not actually using it in a way that moves the needle. Maybe you’ve even had a big data initiative that seemed promising but fizzled out before delivering real impact. Customer data projects don’t fail because you picked the wrong tech.
Unraveling the Cookie Chaos: A Turning Point for Marketers
Consumer demand for data privacy is stronger than ever. This is why Google’s foot-dragging on third-party cookies has created a sense of chaos that is forcing marketers to rethink how to best engage customers. Even in the fog of Google’s indecision, however, forward-looking companies are charting a marketing path to a new world of data privacy. The Real Agenda: Why Cookies are Here to Stay Initially, Google’s plan to eliminate third-party cookies by 2022 seemed like an industry watershed moment.
Rethinking GenAI: The ‘Last Mile’ Approach to Artificial Intelligence
Within a year of ChatGPT’s launch, more than half of businesses (54%) were taking steps to implement GenAI in various parts of their organization. In the marketing world, this included tools that could help generate imagery and text and create smart personalization when communicating with customers. But, by the start of 2024, businesses had realised that something was missing. Despite the enormous potential, GenAI wasn’t proving to be the route to quick success many thought it would be.
Beyond DMPs: Embracing First-Party Data for More Effective Digital Advertising
Following Oracle’s announcement to wind down its advertising business by the end of September, many brands find themselves needing to plan their next move. For those who rely on Oracle’s BlueKai DMP, they now have a chance to ask themselves: is there a better way to reach advertising audiences, a way that gets better results with less cost and quicker timelines?
Three Headaches of Advertising through Onboarders (And How to Fix Them)
For years paid media marketers have been told the answer to their problems is using more first-party data. But when they do, and the results don’t live up to the hype, they get frustrated — understandably so. Why isn’t the promise of first party data paying off? The culprit is very likely their onboarder, the service used to get audience data into ad platforms such as Meta or The Trade Desk.
AI Gatekeepers: Why Brands Must Master Data-Driven Personalization to Thrive
There’s an emerging trend that could reshape the relationships between brands and their customers: AI as gatekeeper. More and more, people will be able to simply ask their phone to solve a problem or type a question into their browser window and they’ll get a response synthesized from information available online. It won’t be long before consumers are spending more time using AI interfaces that summarize and curate results, and less time interacting directly with brands.
The Future of Retail Media Networks: Moving Beyond Onboarders to First-Party Data
The first decade of RMNs ran on infrastructure that’s no longer viable, in particular onboarders that rely on third-party data to power identity graphs. As these continue to become less effective, RMN managers and customer data monetization teams have both an existential need to find new solutions and an opportunity to establish themselves as a key player in their business. RMN managers need to develop durable methods and approaches that are powered by first-party data.
Customer Data in the Lakehouse Era: The Benefits of Open Sharing
For tech leaders whose job is to manage customer data infrastructure, I have good news: lakehouse architecture will make things so much easier. I know from talking with brands that putting customer data to work has often meant inefficiencies in cost and effort.
The Future Is Now: How Chatbots Streamline Lead Gen and Sales
If you’ve never heard of chatbots — or don't think you've ever engaged with them in any way by now — you’re probably one of those people that doesn't spend much time online. Or perhaps you've never even realized when you were actually engaging with a chatbot. That's because chatbots are virtually everywhere. Today they're being used more and more to improve the customer experience in a pretty big way.
13 Expert Tips to Skyrocket Your Small Business Sales
Want to take your sales to new heights? It takes more technique than you might think. We asked some of our sales experts on the Salesforce small-and-medium business team to share the most important lessons they’ve learned along the way. Here’s what they had to say: Authenticity Is Key 1. Stay true to your sales process. Don’t take the easy way out by becoming overly transactional to drive urgency.
5 Productivity Tips for Successful Salespeople
Everyone struggles to stay productive at work. Salespeople aren't an exception to the rule. However, with the lifeblood of the company (i.e. revenue) in their hands, there seems to be a microscopic focus on every detail of a salesperson's day-to-day life at all times. And even though salespeople are typically known for being driven and results-oriented by nature, many companies dedicate a lot of attention, effort, and money to improving the Sales team's productivity.
Salesforce and Google Cloud Continue to Deliver Innovation to Customers – Including a Free G Suite Offer
Salesforce received the 2017 Google Cloud Partner Award for Innovative Solution in G Suite today at Google Cloud Next ’18, Google Cloud’s annual user conference being held this week in San Francisco. The award recognizes Salesforce’s innovation and expert implementation of Google Cloud solutions, particularly G Suite, Google Cloud's productivity and team collaboration services. And Salesforce customers win, too.
What are Consumers Doing on their Smartphones, Anyway?
Consumer are constantly evolving. And marketers? They might wish consumers would kindly slow down a bit. Change can be expensive. Most marketers are still crawling across the “digital transformation” finish line–they’ve only just implemented mobile friendly sites, personalization, and marketing automation. But today, email is still king – it’s a cross-device channel and unique ID used by 3.7 billion people worldwide – will it be tomorrow? And for everyone?
Lightning Customer Community: Deliver An Unparalleled Customer Experience
Today, Community Cloud launches Lightning Customer Community, delivering a rich and immersive experience to customers that can be branded, deployed, and adapted faster than ever before. This news represents not just an evolution in personal interaction, but a revolution in the way businesses build genuine relationships with their customers. In today’s connected world, creating a memorable experience is more important than ever.
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