Jennifer Polk

Jennifer Polk

Jennifer Polk is a digital marketing industry analytst at Gartner

Consumers are a key audience for every business, across sectors and revenue models. Why? They are your buyers, suppliers and employees. Therefore, every decision your company makes starts and ends with consumer insight.  Every IT investment ultimately requires human approval and adoption. Supply chain decisions are about delivering to human

Last week, software company Salesforce acquired CDP and personalisation engine vendor Evergage. Alone this deal may not be noteworthy. But coupled with market growth, multiple mergers and acquisitions and predicted vulnerability of personalisation investments—this latest move bears a closer look. What’s the common thread between these deals? What is implied

Efforts to target and optimise marketing and advertising have reached a fever pitch with 87 per cent of B2C marketers deploying personalisation tactics. At the same time, we see evidence consumers have grown wise to–and perhaps weary of–brand efforts to feign intimacy and influence behaviour. Algorithms Exposed In Algorithm Hacking Puts

unique personalisation different stand out

Personalisation is hot topic and 1:1 personalisation is even hotter. The truth is 1:1 personalisation is over-hyped by providers trying to differentiate their solutions. What matters most to your audience isn’t your ability to target them as individuals, but instead your ability to make the feel like you understand and

Social Media marketing, audience

Ninety-two. By the time I left a well-known big box retailer in Spring 2011, there were at least 92 people throughout the company who had “social marketing” somewhere in their title or job description. As Director of Social Marketing, in some ways, I felt a sense of accomplishment. I had

marketing, email, omnichannel, personalisation

Personalisation is quickly becoming one of the leading techniques in customer marketing. But it isn’t easy, or easily understood. In fact, there’s hype surrounding personalisation, from software providers promising double-digit growth to marketing departments drowning in customer data. Here we dispel three common myths about personalisation. Sign up to Which-50’s

Retail and brand marketers know promotions are a race to the bottom. But they’re also an addictive marketing tactic, and the promotional habit is one that’s hard to break. Let’s face it, promotions can bring a quick boost to online conversion and digital commerce revenue. But like most every other


I bought a car online. There were parts of this digital commerce experience that were good, bad and ugly, but it was possible, which I appreciated as a consumer and a research analyst. If you’re a seller involved in considered purchases, like selling cars or industrial equipment, this should serve as

Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with understanding that journey. The interactions that stand out employ four critical capabilities—automation, personalization, contextualization and innovation—to create “sticky” experiences that

Every marketer has the potential (and responsibility) to be a digital commerce marketer. Research says so. Just take a look at Gartner’s 2015-2016 CMO Spend Survey and the surge in marketing spending on digital commerce. “But what if my company doesn’t sell online?” Great question. Selling online or offline, selling