Expert Mode: Decoding the High-Effort Customer Journey
In enterprise marketing, data is never in short supply. Insight, however, is a far scarcer commodity. We are swimming in dashboards, reports, and terabytes of user…
Expert Mode: Navigating Rising Customer Acquisition Costs and Maximizing Lifetime Value
The escalating cost of acquiring new customers presents a formidable challenge for businesses striving to achieve sustainable growth. Simultaneously, recognizing and maximizing customer lifetime value (CLV)…
CustomerThink: Beyond the Dip: Forrester’s Total Experience Score Aims to Reshape Brand Loyalty Amid Declining CX
Forrester’s 2025 Global Customer Experience Index (CX Index™) paints a concerning picture: customer experience quality is in a multi-year decline worldwide, reaching an “all-time low in…
#705: What happens to your KPIs when both CLV and Customer Acquisition Costs rise? With Jamie Domenici, Klaviyo
Agility requires seeing past vanity metrics to the durable value hidden in customer relationships. When customer acquisition costs climb and privacy affects easy targeting, only nimble…
CMSWire: CX Quality Is Falling—Forrester Says Total Experience Can Fix It
This article was written by Greg Kihlström for CMSWire. About 1,500 customer experience, digital-business and B2C marketing leaders converged here in Nashville June 23-26 to better…
Multi-Touch Attribution vs. Media Mix Modeling: What Brands Need to Know
Marketing attribution has become increasingly complex in today’s multi-channel world. This article explores two popular attribution methods: Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM). Drawing…
MarTech: Driving growth through data: Optimizing the purchase stage
The following article was written for MarTech by Greg Kihlström. Without good data collection, access and analysis, it is harder for brands to understand their customers.…
MarTech: Driving growth through data: Optimizing the retention stage
This article was written by Greg Kihlström for MarTech. In this final article in the series, we’ll uncover how data can play an impactful role as…
