Author Archives: Laura Hazlett

The Difference Between a CDP and an ESP and how they work together to power your marketing program

 

Data is the foundation to a strong marketing program. Personalization, predictive modeling, dynamic content- all these keywords that we continue to hear are gathered around the same concept; using data to drive your decisions. While ESP’s are evolving and can handle more marketing automation than they have in the past, there is one critical piece they cannot do. ESP’s cannot give you a single view of your customer. To achieve this, you must have a central location where all data sources feed into. This is known as Customer Data Platform (CDP).

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Ascent360 Recognized in OUTSIDE’S Best Places to Work 2017

Ascent360 has been named on OUTSIDE Magazine’s 100 Places to Work in 2017.

The winning companies are those that value productivity in combination with an active lifestyle, for a fulfilling experience inside and outside the office. This is OUTSIDE’s tenth year providing the Best Places to Work and Ascent360’s first year being a part of this award.

Scott Buelter, Ascent360’s CEO said, “We are honored to be recognized by OUTSIDE Magazine and count ourselves lucky to be listed along with such great organizations.  We strive to create an environment where everyone at the company can impact the culture and contribute to the success of the business.  While we always remain focused on building great software and making our clients happy, we find opportunities to get outside together as a team such as an annual company ski day, hump day hikes, Ragnar Relay, trail runs, and walking the office dog (or grab a beer from the keg).  We work with some of the greatest brands in the outdoor industry and are fortunate to have many resorts, outdoor brands, and retailers as customers.”

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Reaching the Unengaged How to Win Your Customers Back

There are 96 days until Christmas, 65 days until Black Friday, and 86 days until Cyber Monday. When you think about it, it’s really not that far away, so planning your marketing strategy sooner rather than later is essential. Something important to think about within your strategy is how you are talking to your unengaged customers. The holidays are a great time to engage those who may not have purchased in months or even years. First, identify who those customers are and then speak to them where they are listening. Once you begin communicating with them again, you may win them back as a lifelong customer!

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Webinar: How To Optimize Your Marketing Channels To Reduce Cost and Increase Revenue Are you talking to your customers where they are listening?

Are You Wasting Money?

Many companies are currently doing direct marketing via traditional channels such as Direct Mail and Email Marketing. But what if you are missing a portion of your customer base that is not engaging on those channels? Marketers now need to optimize their efforts to talk to customers where they are spending their time. Through Facebook, Google and other channels, you can now reach your customers where you haven’t been able to before. In addition, you can build a “look a like” model on these channels to target people that look like your best customers.

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Case Study: The Right Message and Channel Matters How Stevens Pass used Omni-Channel marketing to talk to customers where they are listening.

marketing channel

Located on the crest of the Cascade Range in Washington, Stevens Pass receives abundant snowfall making it one of the top locations for Washington residents. Stevens Pass caters heavily to day travelers from the surrounding areas. With a variety of terrain, Stevens Pass is an ideal location for all ski levels. Night skiing allows the resort to be open longer hours enabling skiers to take full advantage of the beautiful resort.

The Challenge

With an ever-changing demographic, Stevens Pass is faced with the challenge of speaking to all customers differently. The message you use for a college student is much different than the one used for a family or a more mature skier. Along with the message, the marketing channel matters as well. While young customers may take more to a Facebook ad, a mature customer may do best with email. Stevens Pass was faced with the challenge of talking to each segment differently and speaking to them where they are listening. With the Season Pass push upon them, it was important that they take all channels into consideration to gain the most value from their marketing efforts. But how do you tailor the message and the channel to each different segment?

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