Ernan Roman

Is Your Brand Committed To A Personalized Customer Experience? (Part 2)

Article by Ernan Roman Featured on CMO.com ...

Is Your Brand Committed To A Personalized Customer Experience? (Part 1)

Article by Ernan Roman Featured on CMO.com Too many companies are still struggling to achieve deep and high-value relationships with customers. As a result, churn, attrition, and high opt-out rates continue to be significant problems. This is especially true among Millennial customers, who expect unprecedented…

Holiday Inn’s Ortiz Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Raul Ortiz is marketing director for the Holiday Inn and Crowne Plaza brands in the Americas. He has oversight for the teams that develop the annual marketing plans for the brands, execute integrated marketing programs behind one big…

Are You Delivering Cross-Channel Personalization? Learn What Under Armour and Saks Are Doing Right

There is a chasm between what customers are expecting in terms of personalization and what marketers are providing. According to findings from research conducted by TimeTrade; "93 percent of retail decision makers claim that personalization is a strategic...

“Sorry, We’ll Fix It” Seem To Be The Hardest Words

In speaking about the Volkswagen emissions scandal, Johns Hopkins Professor Sylvia Long-Tolbert noted, “I don't think people will be able to understand... a company that has misled consumers and been dishonest... people aren't going to feel very confident...

Citi’s Managing Director, Global Rewards, Answers 4 Questions For Marketing Innovators

As Citi’s managing director, benefits, new product development and global rewards, Mary Hines oversees the growth and development of the company’s ThankYou Rewards loyalty program, as well as the benefit offerings associated with Citi’s Branded Cards portfolio. She is also responsible for leading innovation...

How to Harness the Power of Live Social Video: Insights from Periscope’s CEO

“...That we can have this conversation live, I think that’s powerful and important – but the audience also has a voice as well, which signifies the first time that...

Are Your Policies Helping Or Hurting Customer Engagement?

“You can only eat so much plain white cake. The 30 percent is the icing.” This is just one of the statements Joe McFarland, J.C. Penney’s executive vice president, made during a recent company conference. He then went on to instruct attendees, “We want...

Lessons You Should Learn from the Keurig Kold Failure

Not only was the price point too high, but, ...it was an attempt to create a market for at-home single-serve soda consumption at a time when retail, packaged soda consumption is in serious decline. ...

CMOs, Here’s Why You Should Care About Explicit Data

It’s time to take the next step with your data strategies. According to our recent research, customers, especially Millennials, want to drive the customized experiences and interactions they have with brands. To meet these expectations, marketers must make a profound shift and enrich their...

Basic Mobile Won’t Win. Here’s What Innovators are Doing Right

Target CEO, Brian Cornell commented during their annual investment community meeting,” Every time we don’t deliver, we’re leaving sales on the table. By getting the fundamentals right in … technology, we ... unlock tremendous...

Research: Marketers Overestimating How Well They Listen To Customers

Article by Ernan Roman Featured on CMO.com Recently, we conducted VoC research for an innovative company that prides itself on having achieved high levels of customer personalization due to significant investments in technology, algorithms, and analysts. But the company was shocked when findings from our…

Post-purchase Engagement is Essential… and Overlooked

Imagine my wife’s surprise when she received this email after a purchase: Thank you for your recent Apple purchase. We can help you get the most out of your new device right in the comfort of your...

Nestle Waters’ CMO Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Before he was appointed executive vice president and chief marketing officer at Nestlé Waters North America in 2014, Antonio Sciuto oversaw the brand's digital transformation as its global head of e-commerce. Prior, he was global strategy and organization…

Research Shows Marketing Personalization Misses The Mark

Article by Ernan Roman Featured on Forbes.com Here’s what a leading CMO told me recently when I asked about the quality of their CX and personalization: "We are using new CRM technology to automate old, bad behaviors…not being guided by how our customers define improved…

Samsung’s Head Of Digital Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com James Keady is head of digital at Samsung, where he is passionate about the audience experience across the digital landscape: social, website, retail, CRM, and media. Keady has worked globally across a diverse set of industries, from leading…

Beware Expansion Strategies that Undermine Your Brand

"We are in a time where we have to transform how we connect with and engage consumers," Seth Kaufman chief marketing officer for PepsiCo beverages in North America, recently said. "If brands don't do that today, they will...

Five Ways CMOs Are Failing At Content

Article by Ernan Roman Featured on Forbes.com Recently, AOL CMO Allie Kline said that content marketing “is an increasingly important investment that brands must make to engage consumers and authentically communicate a brand’s purpose.” However, per recent research, companies are having a tough time succeeding…

Is Your Brand in Sync With Customer Expectations?

Two events occurred during the past few months that are important to marketers: WalMart, known for a focus on discount pricing experienced a share tumble of 5% after they lowered their full-year sales forecast. However, Starbucks, known for its unabashedly high prices...

LEGO VP Marketing Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Michael Moynihan is vice president of marketing for LEGO Systems. His 20-plus years of consumer marketing experience guides his leadership of the U.S. marketing effort for the world's second largest toy company, where he oversees brand management, in-store…

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