Andrew Frawley

Overcrowded and undifferentiated, our industry is having an identity crisis. We're all promising to deliver exactly the same solution (customer engagement), at exactly the same time (real-time) to exactly the same audience (CMOs). While it was once all that was required of us, it's no longer enough to have a big "strategic" brand idea and extend it across channels and technologies.

My career in advertising did not follow a typical trajectory. I started on the data and technical side of the business, working to help clients understand and predict consumer behavior. This is a field that Epsilon has a rich and long heritage in as well. However, over the last five years with the digital revolution and convergence of channels, the market now requires big ideas (aka Mad Men) and big data (aka Math Geeks - like me), working hand-in-hand.

For CEOs and CMOs that care about growing their business in today’s world a new approach to measuring marketing success is required. ROE^2, Return on Experience x Engagement, can help measure customer-centric approaches and justify marketing expenditure.

Insights driven from data have become the foundation of successful marketing strategies and creative campaigns. Data—and how effectively it is put to work for a brand—has become more important to today’s chief marketing officer than any other tool, strategy, approach, or channel that agencies can offer.

Marketers want to know even more about how effective their marketing is and its impact on customer relationships. A new metric is required in today's complex ecosystem. I call it ROE2 (return on experience x engagement). ROI is a short-term measure of specific, individual campaigns.

Driving nearly half of a brand’s total revenue, loyalists hold the fate of your brand in their hands. Having a firm understanding of your loyalist base is critical to the success of your brand.

Data on how consumers browse, interact with, and ultimately, make a purchasing decision are becoming more and more sophisticated. The problem still lies in sussing out insights from the vast amount of information.

A new data-driven approach to building customer relationships that fuel sustainable business growth
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The… Show more

A new data-driven approach to building customer relationships that fuel sustainable business growth
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE2, which delivers a new way to inspire and measure customer connections—and improve business results.

The traditional marketing campaign—a battle for attention with a clear launch date and endpoint—no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include:

Why classic ROI is losing relevance as a way to measure results—and to budget marketing spend
How to make powerful connections by taking full advantage of "atomic moments of truth"
Amplifying the impact of customer experience and engagement
Creating a continuous, measurable, repeatable process for growth
The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement—from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth. Show less

Frawley, who will present a showcase session at the 4th annual Engagement & Experience Expo in Dallas on Nov. 10-12, participated in a compelling interview with Loyalty360 to discuss his book and the state of customer-centric marketing.

Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today’s increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world’s largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time.

Retaining loyal customers can be just as challenging as acquiring them. Shoppers switch brands sporadically, for reasons that often seem random or illogical.

All brands have them—those wonderful, yet mysterious “secret admirers” who engage on all social media platforms, subscribe to mailing lists and purchase new products almost instinctively.

This week Epsilon headed to Salt Lake City, Utah for the annual Adobe Summit. We made several announcements at Summit, including our partnership with Adobe to deliver our next-generation loyalty platform.

This week Forrester Research, Inc. released “The Forrester Wave™: Loyalty Service Providers, Q4 2013” report, which recognized Epsilon as a leader in the Loyalty Program Service Provider Category.

According to a recent survey conducted by Epsilon, 35% of retailers currently offer digital receipts, also known as electronic receipts. Of those with a digital receipt program in place, half offer them across their entire store footprint while a third offer them in select store locations only.