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Jennifer Polk

Research Director
Jennifer Polk specializes in digital commerce and advising marketing leaders on how to align multichannel marketing to the buying journey and use techniques like customer journey analytics, data-driven segmentation, personalization,...
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Blog

All the Data that Matters

Jennifer Polk | February 17, 2017

Much has been said about data—customer data, data privacy, data integration. The list goes on. It has its place, like helping marketers more intelligently target their ads—I for one am grateful for fewer Cialis ads. It can also be instrumental…

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Consumers Get Wise to Digital Commerce Promotions

Jennifer Polk | January 26, 2017

Retail and brand marketers know promotions are a race to the bottom. But they’re also an addictive marketing tactic, and the promotional habit is one that’s hard to break. Let’s face it, promotions can bring a quick boost to online…

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Waiting for Superman: Can Digital Commerce Save the Retail Store?

Jennifer Polk | January 12, 2017

eCommerce sales growing, but store sales remain stagnant. Leading retailers are closing stores and placing their bets on the Web. Is a multichannel retail strategy the answer? Is digital commerce the only thing that can save the retail store?

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Enable Considered Purchases Through Digital Commerce

Jennifer Polk | October 14, 2016

Whether you sell consumer goods or industrial equipment, digital commerce is forever changing the way your customers plan, prepare and purchase products and services. But companies that sell considered purchases often think their products and services are too complex. Here's why and how you should enable digital commerce for considered purchases.

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Use Subscription Models to Keep Customers Coming Back

Jennifer Polk | September 06, 2016

A subscription service isn’t a new concept. This model dates back at least as far as newspaper subscriptions that brought the weekly paper to your doorstep. Recently, a whole new fray of subscription revenue services has sprung up, giving customers…

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Four Ways to Drive Digital Commerce Innovation

Jennifer Polk | July 14, 2016

Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with understanding that journey. Digital commerce interactions that stand out employ…

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Behold, Marketing and Commerce Clouds Converge

Jennifer Polk | June 02, 2016

Yesterday Salesforce announced plans to acquire Demandware, a $2.8 billion acquisition that will add commerce to Salesforce’s Customer Success Platform and form the Salesforce Commerce Cloud. But this isn’t the first acquisition of its type, and it probably won’t be…

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Big Data Short

Jennifer Polk | April 13, 2016

Consider the possibility of a big data bubble.  “The Big Short”, a film based on a book by Michael Lewis, shows how the housing  bubble formed and how a handful of funds saw the risks in the mortgage market and…

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Marketers, Stop Looking to Agencies to Fix Long Term Problems with Short Term Solutions

Jennifer Polk | April 05, 2016

Tomorrow, my colleague, Jay Wilson and I will host a free webinar on our recently published Magic Quadrant for Global Digital Marketing Agencies. As you might imagine, we talk to a lot of agencies and a lot of marketers who…

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Is marketing passion bringing you too close for comfort?

Jennifer Polk | March 28, 2016

You’ve put blood, sweat and tears into it, dedicated countless hours to planning and analysis, and passionately persuaded others to get on board. It’s your marketing program. Maybe it’s the next big brand marketing campaign, the roll-out of a new marketing technology…

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