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In today’s podcast episode Steve Zakur and I respond to a recent article that criticized anonymous data, with the main critique being that it isn’t really anonymous. If you can grab the IP address and dig further to find identities, is that really anonymous personalization? Our answer: not really, but that isn’t what anonymous data […] The post SearchChat Podcast: Is Anonymous Information Really Anonymous? appeared first on SoloSegment.

Time and time again we see that people are uncomfortable with the ways companies are using third party data. GDPR was just the beginning. The latest move representing the new wave is Google’s recent adoption of ITP. This podcast episode tackles the move from personal data into anonymous data through behavior-based personalization. In this episode […] The post SearchChat Podcast: Cookies are Dead. Now What? appeared first on SoloSegment.

Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline. Irresponsible use of personal data continues to unnerve consumers. But if consumers increasingly expect companies to know them, how can personalization be dead? This podcast episode explores personal data and the possibilities for anonymous data. Steve Zakur breaks down the assertion […] The post SearchChat Podcast: Gartner Predicts the Death of Personalization appeared first on SoloSegment.

Google’s business model was built on a symbiotic relationship between companies who want their content to be seen, and Google rewarding them for quality content. To be fair, this was so Google could sell ads, but it worked out well for mostly all parties involved.  That’s broken down. In this episode of SearchChat we talk about […] The post SearchChat Podcast: Google Is Evil appeared first on SoloSegment.

On this episode of SearchChat, SoloSegment’s CEO, Steve Zakur and I talk about personalization and the lessons we’ve learned from working with clients. We talk about the data that you need to get started and lessons that you can learn about how to deliver on a personalization initiative from both musicians and the military. We […] The post SearchChat Podcast: Marketers Succeed at What They Rehearse appeared first on SoloSegment.

In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the needs and expectations of our customers are seriously far off from where companies think they are.  We don’t have the needed emotional connection to customers. […] The post SearchChat Podcast: Making Companies More Human with Mark Schaefer appeared first on SoloSegment.

Steve and I spent time together recently at both a Red Sox game but more importantly, at MarTech East in Boston. The shift in conversation was wildly fascinating: the focus seemed to be personalization, privacy, and security. When it comes to personalization, people are finally seeming to focus less on the shiny objects and more […] The post SearchChat Podcast: Key Marketing Lessons from MarTech East appeared first on SoloSegment.

There’s a serious need for changing the way we deal with customer data. How you can use data and still maintain a good relationship with your customers, even among the distrust? We also take a look at who has failed at that, so you can learn what not to do. Take a listen. First: There’s […] The post SearchChat Podcast: A Data Backlash Is Coming appeared first on SoloSegment.

As summer hits its hot, vacation-filled days the work world slows down for a minute. In these slower moments, there’s a chance to reflect on the speed of business.  We discuss how B2B buyers are spending more time researching their purchases —75% said they are now using more sources and taking more time. B2B marketing […] The post SearchChat Podcast: Surviving the Dog Days of Summer appeared first on SoloSegment.

Is martech marketing? Can you market without it? Do mature marketing organizations need to be including martech?  In a recent blog post we mentioned that 67% of B2B companies doing personalization are either entirely or mostly using manual processes for content personalization. That’s an enormous amount of people engaging in manual processes instead of automation. […] The post SearchChat Podcast: Can You Do Personalization Without MarTech? Would You Want To? appeared first on SoloSegment.