Meet the Expert
Mary Gilbert
President, Kinanda Sustainable Brand Development
- 20 years experience in digital marketing, loyalty marketing and customer relationship marketing.
- Clients have included: Microsoft, AOL, Cisco, 3Com, EA, HP, Intel, Sun, Oracle, Wells Fargo, and Mindjet.
- Built and grew MRM Worldwide's agency account for Microsoft. Led launch of SharePoint, the highest-performing B2B campaign in history of Microsoft. Led the agency relationship with Microsoft's U.S. subsidiary, with $25MM in fees and $100MM media.
- Founded Kinanda Sustainable Brand Development, which helps brands and agencies cultivate behavior shifts and create sustainable institutional value and growth. Clients include Walmart, Virgin Atlantic, Destination British Columbia, Intel.
Meeting Packages from $400
Your Meeting Package Includes:
- All 7 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Customer Life Cycle Marketing
President, Kinanda Sustainable Brand Development
Defined Terms
- Big Data
- Any set of data that has traditionally been too large and complex to interpret using traditional data management tools; this is changing rapidly, however, and massive amounts of data can now be interpreted in new ways, showing new and intriguing patterns that traditional data samples don't.
- CRM
- Customer Relationship Marketing is a system used by businesses in which relationships with customers and brand value are built over time through marketing and engagement strategies.
- Crowdsource
- To obtain information or input by soliciting large groups of people, primarily online.
- Customer journey map
- A framework or even a diagram that illustrates how exactly a customer engages with a company, and covers touchpoints, sentiment, and behavior.
- Customer life cycle marketing
- The measurement and assessment of customer-related metrics over time.
- Customer-driven innovation
- The solicitation of inspiration for new ideas by a company from its customers, ideally resulting in new products. Also known as "co-creation."
- Loyalty program
- A loyalty program is a marketing program that is designed to reward customers for being loyal to a particular product or brand. By purchasing products or services from a particular brand, a customer can earn points, for example, toward upgrades or discounts. Loyalty programs are designed to attract and retain good customers.
- Predictive churn models
- A measure of customer attrition or the loss of clients or customers.
- Proximity or real-time interactions
- In the marketing context, the promotion of a product via marketing messages sent to mobile-device users who are in close proximity to a product or a business. Also known as hyperlocal marketing.
- Segmentation
- The analysis and division of customers and prospective customers into groups that share needs and motivations and will theoretically respond to the same marketing strategies.
- SWOT
- "Strengths, weaknesses, opportunities, and threats" – part of an analysis of a business and/or strategy.
- Touchpoint
- Also known as "point of contact," this refers to the interactions between customers and businesses where a transaction occurs, data is exchanged, service is provided, or there is any interaction with a brand.
- Voice of the Customer (VOC) research
- A market research technique that captures customer wants and needs, typically through focus groups, surveys, and qualitative and quantitative data gathering.
- Yammer, Jabber, or Jive
- Software that is used for private communications within organizations and fosters information sharing and collaboration.
Customer Life Cycle Marketing:
Defined Terms
Expert Topic