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Digital Marketing: “Smarter segments” and the Next Gen Marketer

I’ve just come back from maternity leave with my first baby boy.  During those the last few months, I spent a significant amount of time online shopping for baby essentials (and ok, a lot of adorably unessential items, too). 


Surprisingly, the digital experience with a lot of major chain baby stores just isn’t that great.  Mobile sites and apps are generally clunky, customer service has a hard time understanding my purchases from various channels, and even product recommendations can be off by a long shot.  I mean, if my registry event date shows that I just had a baby boy and my purchase history only contains infant gear, I’m probably not in the market for a 14” bicycle with pink streamers.


Granted, I’m a little spoiled:  the Autonomy Optimost team has taught me to spot opportunities to improve brands’ digital customer experiences across the full engagement lifecycle.  I see no reason why a business can’t provide a targeted, seamless, omni-channel experience that’s perfectly tailored for me (and others in my demographic segment) simply because I know it can be done.

On October 23rd, Roger Brooks, CTO for Applications here at HP Autonomy, will describe exactly how businesses can make this happen.  He’ll introduce a behavioral insights engine running on algorithms specifically designed to enhance marketing performance, giving marketers access to a new breed of “smart segments.”  You’re encouraged to join us on this webinar and learn more… especially if you work with a large chain baby store.  

jaxjake | ‎10-16-2013 08:23 AM

Very well written piece, Jenny.  And congrats on the baby boy!

Babies R Us...we're coming for you! 

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About the Author
Jenny Ryan is a Director of Product Marketing at HP Autonomy. She’s devoted to helping brands learn to love their data, understand their au...

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