Topic
Every post on the Index about customer retention.
Joel argues that CMOs who keep AI inside the IT department miss its strategic value. He describes a luxury client that saw better targeting and retention once machine learning moved into consumer behavior analysis, and says AI should drive marketing innovation.
By Joel Breen
Dahv argues that performance marketers over-rely on metrics and new tools while neglecting emotional connection. Blending data insights with narrative, in Dahv's view, lifts engagement, loyalty and retention, because emotional resonance can drive the numbers rather than only follow them.
Todd argues that many measurement providers still rely on multiple separate models built on past behavior, which ignore AI's effect on buyer journeys. He says near real-time AI engagement data can turn static models into dynamic insight and support retention.
By Todd Kirk
Joel argues that clicks, impression share and CPCs are outdated measures. Marketers should build data access, attribution modeling and advanced measurement, and let business outcomes such as engagement and retention guide decisions instead of easy platform numbers.
By Joel Breen