In The News

What Research Reveals About Consumer-to-Brand Dynamics

12/29/2020: Direct Marketing Club of New York

In new research spanning three continents, Marketing IQ and 3radical empirically investigated the changing consumer-to-brand dynamic—and laid out insights to help marketers better connect with those they’re trying to build relationships with. Working with data specialists Marketing IQ, we went straight to the source, surveying consumers about their attitudes to brand engagements and their willingness to share data.

The Struggle is Real – Adapting the Online Experience to Fit Today’s Consumers’ Needs

12/3/2020: 3radical

Watch the interview with Marc Shull, Founder of Marketing IQ, and Michael Fisher, CEO of 3radical, where they discuss the changing dynamics of Consumer-Brand relationships that were identified in new research conducted by Marketing IQ and 3radical. Learn how today’s consumers want to engage with brands, how they feel about sharing their data, and where loyalty programs need to step up their game.

Taking the Country’s Temperature on Data Privacy – Take 2

11/11/2020: TheCustomer

An update to our March 2020 review of the State of Data Privacy in the United States.
As U.S. State level efforts to pass data privacy legislation subside in the wake of Covid-19, efforts at the federal level on this decidedly bi-partisan issue continue to be introduced into the Senate and House of Representative. Solving this growing problem will be both pro-business and pro-consumer.

The Brand Switching Scramble: Chaos is Breeding Lots of Opportunity

8/18/2020: TheCustomer

Facilitated by an unprepared supply chain, store closures, and economic turmoil, the scale of brand switching in 2020 has been extraordinary. There are new opportunities for all brands to win new customers and build stronger relationships.  Economic considerations, health concerns, and product availability will continue to be a part of the consumer mindset and should be part of marketers’ too.  Brands should consider the following…

TheCustomer News (Video)

8/11/2020: TheCustomer News

Rafer Weigel, veteran TV news broadcaster’s online news magazine focused on the fast-changing world of customer engagement. In this episode Rafer and guests discuss the heads of Facebook, Google, Apple, and Amazon going before congress as part of their anti-trust investigation, Delta’s move to keep customers safe, and the evolving data trust and privacy landscape. This week’s guests include Marc Shull of Marketing IQ, David Eldridge of 3radical, and Mike Giambattista of TheCustomer.

Data Strategy or Strategery? How Businesses Are Combating Amazon and the Economic Downturn

7/21/2020: DMCNY

Mike Giambattista, Will Stuart-Jones from 3radical, and Marketing IQ’s Marc Shull discuss fully-permissioned The need for an effective data strategy has never been stronger. Faced with years of increasing competitive pressure from diversified businesses such as Amazon, and now an unprecedented economic downturn, more businesses are looking to emulate what has allowed Target and Best Buy to successfully fight back. Strengthened by their existing data strategies that helped build stronger and more informed customer relationships before COVID-19 hit, they are now doubling down on those data strategies to take advantage of new opportunities while their competitors struggle to adapt.

The Utility of Fully-Permissioned Customer Data (Video)

6/23/2020: TheCustomer

Recorded discussion with Mike Giambattista, Will Stuart-Jones from 3radical, and Marketing IQ’s Marc Shull discuss fully-permissioned customer data and its roots in conversational, gamified exchanges where its utility extends way beyond traditionally-sourced customer data. With many brands now feeling the pain of not listening to their customer data and increased scrutiny over how data is sourced and used, brands will need to start bringing their A-game to the customer experience.

Gamification Is Not What You Think It Is

6/10/2020: TheCustomer

Gamification has very little to do with playing games.  It is one of the few purpose-built technologies that addresses the historic challenge of maximizing customer engagement, and the newer challenges posed by expanding data privacy legislation, and Google’s announcement to end the use of 3rd party cookies.

Taking the Country’s Temperature on Data Privacy

3/4/2020: TheCustomer

To give businesses a better perspective on the data privacy landscape, we take a visual look at where each state stands on the path to adopting their own comprehensive data privacy legislation.

The Customer Data Tail is About to Wag the Dog

1/26/2020: TheCustomer

Customer Data Privacy is just the tip of the spear. Consumers have higher expectations than most marketers are prepared to acknowledge or deal with – and catching up to those expectations is going to require nothing short of a sea change in AdTech.

GDPR & CCPA: Finding The Competitive Edge

11/20/2019: TheCustomer

Data compliance is emerging as a giant opportunity for dynamic brands to differentiate and build stronger customer relationships.  Brands that compete against category leaders with de facto monopolies can use data leadership and privacy to seize an industry-leading role in an area that is increasingly important to customers.

Taking the GDPR Stateside: An Industry Discussion on the Potential for Privacy Regulation in California

4/4/2018: DTC Daily / Retail Tech News

State level discussions, and one ballot proposal are already in play in the United States. As we have seen recently with the Facebook debacle, data privacy, and treating customers differently does not sit well with them. This discussion provides different perspectives on how a U.S. version of GDPR might happen and how marketers can prepare.

Industry Insight: How GDPR Will Impact the Marketing Landscape


Discussion of the importance of email personalization, communication portfolio balance, GDPR, and the future of email marketing.

GDPR Enforcement May Be Driven by Fears of Liability

11/28/2017: MarTech Today

Discussion on how implementation of GDPR requirements could be hampered by a lack of clarity in the law about exactly what kinds of consumer data it covers.

Building An Insights Driven Customer Experience

9/27/2017: Shop.Org Tech Talks

Customer marketing expectations are changing and brands that are poised to take advantage of Big Data and technology will have a leg up on the competition. A how-to on where to start with your Big Data assets.

Ready, Set, GDPR: What Marketers Need To Know

8/29/2017: Media Post

Brands have nine months to prepare for the General Data Protection Regulation (GDPR) in Europe, or face severe fines for data security breaches. GDPR goes into effect on May 25, requiring any company marketing to European citizens to adhere to stricter standards of data collection. If left unaddressed, previous data collection practices could pose significant financial risk to organizations.

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