Operating without data is like driving in the fog - you are essentially blind to what lies ahead, making it difficult to navigate and make informed decisions. Without data, marketers are left guessing and relying on assumptions, which can lead to ineffective strategies and missed opportunities.

This article was written by Greg Kihlström and Chad Solomonson for CMSWire. Any marketer surely knows the value of being able to adapt quickly and efficiently to technological advances and changing market conditions. A composable marketing technology architecture offers a promising solution by allowing businesses to become more agile, resilient and customer-focused.

Continuous improvement in customer experience (CX) is paramount for organizations aiming to maintain their edge when competition is fiercer than ever. With consumers having unprecedented access to a plethora of competitive brands, businesses must adopt a customer-centric approach to design and measure success, thereby creating exceptional user experiences.

Artificial intelligence (AI) is quickly evolving both customer engagement and employee relationships within the enterprise. AI has become a bedrock for many organizations, providing valuable insights and data-driven solutions that enhance the customer experience and drive business growth. Let’s explore how AI is reshaping customer engagement and employee relationships, and the skills and mindsets that marketers need to navigate these changes.

AI brings a paradigm shift to campaigns by weaving together data from disparate sources to build personalized experiences

Predictive analytics is a powerful tool that drives business strategies by enabling companies to make informed decisions based on data-driven insights. With abundant data and constantly evolving customer expectations, predictive analytics has become essential for businesses looking to stay ahead of the curve and deliver personalized experiences that resonate with their target audience.

The fourth principle of priorities that I explore in my book, Priority is Action is that we need to focus on improvement over perfection, and as leaders we need to embrace the idea that both ourselves and our teams are not always going to get things right. Let’s explore this some more.

Agile research methods have become increasingly important in today's fast-paced and competitive business environment.

The third principle of priorities that I explore in my book, Priority is Action is that, busy as we always are, there is always time to do the right thing. It takes time to keep doing the wrong things, after all, and we owe it to ourselves, our team members, our customers, and our company to do the right thing.

It is crucial for brands to develop a clear perspective on social issues and effectively communicate it both internally and externally. This proactive approach not only helps in navigating the complexities of social issues but also enables companies to engage with their audience, drive positive change, and build a reputation as a socially responsible brand.

The third principle of priorities that I explore in my book, Priority is Action is that, busy as we always are, there is always time to do the right thing. It takes time to keep doing the wrong things, after all, and we owe it to ourselves, our team members, our customers, and our company to do the right thing.

This article was written by Greg Kihlström for Forbes Agency Council. Building agility into your team’s approaches can help your organization adapt to fast-changing conditions from within or even external ones. A key part of this that has benefited many of my consulting clients over the years is prioritizing a continuous improvement culture.

As artificial intelligence grows in importance, it reinforces the idea that organizations must prioritize access, visibility, and action with data. It drives decision-making, informs strategies, and helps businesses better understand their customers.

This article was written by Greg Kihlström for MarTech. Many companies are exploring and integrating AI into their marketing strategies and across business functions. While every organization has its own characteristics, the main goal of integration is to boost efficiency, gather valuable insights and enhance marketing outcomes with less effort.

The second principle of priorities that I explore in my book, Priority is Action is that if everything is a priority, then nothing is truly a priority. You have to make decisions, and often tough ones. But if you can assess which decisions need to be made (and when), the payoff is worth it. Let’s explore this some more

This article was written by Greg Kihlström for CMSWire. A key issue arises from not connecting the dots between automating employee tasks and its ultimate impact on customer satisfaction.

Chatbots are a significant part of the future of content consumption. The use of AI technology, specifically chatbots like ChatGPT, has the potential to revolutionize the way users interact with and consume content. By providing a more personalized and interactive experience, chatbots can enhance user engagement and drive better results for media publishers and marketers.

The second principle of priorities that I explore in my book, Priority is Action is that if everything is a priority, then nothing is truly a priority. You have to make decisions, and often tough ones. But if you can assess which decisions need to be made (and when), the payoff is worth it. Let’s explore this some more

The centrality of Customer Lifetime Value (CLV) in shaping the trajectory of modern businesses cannot be overstated. A beacon guiding strategic decisions, CLV embodies the essence of sustainable growth, profitability, and customer-centricity. Incorporating CLV into an organization's Key Performance Indicators (KPIs) is not merely a strategic maneuver; it's a profound acknowledgment of the long-term value and significance of each customer relationship.

This article was written for CustomerThink by Greg Kihlström. Agility has become a cornerstone for success in the enterprise and a culture of agility within marketing and customer experience teams can significantly enhance an organization’s ability to adapt to market changes, meet customer needs more effectively, and foster continuous improvement and innovation.