Chitra Iyer

AI plus zero-party data is powerful. Rich insights from zero-party “small data” can help train better AI models that can be leveraged at scale. But like any other form of customer data collection, there are ground rules...

Private social networks are becoming more popular because they offer safer, more engaging spaces with no programmatic ads or intrusive targeting. Brands are interested in these platforms because they own the data and customer relationships, and there are more ways to monetize the community.
Here's a deep dive into how to crack those private socials!

I was introduced to product-led growth (PLG) when a client recently briefed me on a new “free” product they were launching. I made the mistake of thinking of it as a go-to-market (GTM) pricing tactic. Launch a free trial version, land and expand.
I was so wrong! It soon became clear that companies serious about PLG do not remotely think about it as a “slapping on a free trial version” tactic. Francis Brero, co-founder and chief product officer of B2B PLG platform MadKudu, defines PLG as an ap...

Consent management strategy has to be compliant with regulations, but also be tech-stack, user, brand, and customer friendly.
How can brands build a long-term consent management strategy that meets evolving regulations, scaling business needs, and changin...

Thanks to the catalytic events since 2020 and a broader reorienting from "pipeline" and "conversion" to "revenue generation," the dynamics between sales and marketing — the people and their tech stacks — will evolve in 2023.
I invited three industry pros to weigh in with rapid-fire insights to my questions on what’s next in sales tech and tried to analyze how they will impact marketers.
But first, here are three emerging sales tech themes to set the context:
1. Integrating Sales Tech and Mart...

The dark funnel...naysayers say what can’t be measured can’t be managed or improved. Supporters say it’s a part of the buying process, accept it or not. So, what’s an already overwhelmed B2B marketer to do?

Marketers care about what data they collect and what they do with it. But ignoring how data is being collected is a missed opportunity. The data collection experience can be a strategic differentiator in a market where everyone is focused on unlocking the value of data after it is collected.

The privacy paradox is real. A Pew Research study of over 4,000 Americans found that though over 81% of customers feel they lack any control over how companies collect and use their data, only 22% ever re...

How Relevant Are In-Store Shoppers For Retail Media?
Walk into any grocery store today, and you will encounter kiosks, digital screens flashing advertisements, and shelf panels and edges calling your attention. At coolers, smart doors and screens come to life when you stand before them, flashing prices, deals, and bundling reminders. Undoubtedly, they all improve the shopper experience and help make better buying decisions.
None of the conventional in-store digital signage today allows retail...

Retail e-commerce, by default, collects a lot of consumer data — whether personal, transactional, engagement or feedback — and uses it to power personalized experiences.
But managing all that data comes with its own vulnerabilities. While retailers need to balance data integrity with data activation, the sheer volume and velocity of that data makes this effort challenging and complex.
In this post, we explore retail best practices to deliver stand-out data-powered customer experience (CX) wit...

Every now and then, we hear an interesting brand mentioned on a podcast, discussed on social media, in a Slack channel or community discussion, brought up in a Zoom call, at an event, on a YouTube video, or even in an offline conversation. And that curiosity causes us to look up the brand’s website; sign up for a demo or newsletter; click on an ad; or download a piece of lower-funnel content to learn more about the brand.
This is a pretty common scenario in our multi-channel B2B buying world....

The pandemic may have abated, but the move to digital it catalyzed has not. Today, more consumer data is generated, collected, stored and activated than ever before. While the data promises rich insights, brands struggle to keep pace with laws and regulations governing it. And despite one’s best efforts, there is always the nagging fear of vulnerability or non-compliance.
In this post, we explore 10 ways in which brands may inadvertently violate consumer data privacy laws - and suggestions to...

It took me a long time to develop a morning pages journaling habit.
One of the key challenges I faced was not being a morning person. For years, my morning routine consisted of eating, showering, getting dressed, and clocking in by 9 AM. There was little time for anything else. Even during my commute, I’d pop on a podcast or mentally scroll through my many to-do lists for that day. Connecting with myself and my thoughts was the last thing on my mind.
Looking back, I regret not getting started...

SMS, or short message service, are those unpretentious little text-only messages that have been around for ages but never quite found their feet in the glamorous world of video-emails and digital everything. But unlike so many others, SMS has never quite vanished, either. Ever since GDPR (General Data Protection Regulation), ecommerce and smartphones have reframed buyer behavior, brands are rediscovering SMS as a powerful way to keep customers updated, engaged and supported, right on their mo...

One of the outcomes of using increasingly automated and intelligent systems in marketing is that many processes are now called “high tech,” meaning more tasks can be executed faster with fewer errors. And while high tech delivers efficiencies and insights for marketers, as well as speed and convenience for customers, some argue that it comes at the cost of “high touch” — a more human-centric approach that puts customer needs, not process efficiencies at the center. But it doesn’t have to be t...

We're in 2022: life doesn't have to be a linear, inflexible path from school to college to a job. Whether you love writing or just love the idea of it, becoming a freelance writer may be the perfect job for you. It is one of the hottest careers in the world today to create content for institutions, publications, and brands. Many people earn upwards of six figures per year in this field. If you follow our step-by-step guide, you can immediately get started ...