The automotive purchase journey in 2026 has evolved. Unfortunately, most marketing hasn’t.  Buyers are more informed, more flexible, and far less predictable. They move between online research, comparing options, and seeing the car in person before making a decision.  But a lot of marketing still assumes a simple funnel:   Awareness → “I see a car ad”   Consideration → “I look at a few options”   Conversion → “I...Read More

Everyone talks about personalization.  Very few are actually doing it well.  Direct mail is firmly back in the performance conversation, not because it is a legacy channel, but because it is truly a measurable, high-impact part of modern marketing. And when it works, it stands out in ways digital often cannot.  Most explanations for why it works? Personalization gets a lot of the credit. In...Read More

Impulse buying is one of the most misunderstood concepts in modern marketing.  It is often treated as a moment of irrationality—an emotional click, a spontaneous checkout, a purchase made without thought.  But the data tells a different story.  What appears “impulsive” is usually the final expression of a much longer decision process shaped by intent...Read More

If you’re like most marketers, you would probably say that you’re drowning in data. What used to be a complaint about “not having enough data” has flipped completely. The latest problem is having so much information coming from so many places that it’s pretty much impossible to make sense of any of it. And that’s...Read More

We’re proud to be recognized among top performers in the Truthset Q1 2026 data accuracy results. But more importantly, it reinforces something we’ve been focused on for a while.  For years, most conversations around data have centered on scale. How many records. How much coverage. How many attributes. And while scale matters, it doesn’t automatically mean the data is accurate....Read More

The data world can feel like a giant jigsaw puzzle with lots of pieces, and you’re there, unsure of where to start. You might buy a demographic dataset, a household file, and auto data from a totally different partner and then it’s up to you to piece it all together. It’s up to you to...Read More

Email is still one of the highest-ROI channels in retail. But it only works if you can actually reach your customers.  That’s a lesson one large home retail brand learned the hard way. On paper, they had a solid customer list built over years of purchases and interactions. In reality, a significant portion of their database was unusable. Missing emails,...Read More

We all want to create marketing that actually resonates with our audience. It’s important to realize people aren’t just data points and homes aren’t just addresses. It’s an ecosystem where behaviors happen, decisions are made, and needs emerge well before a customer clicks on an ad. That’s the inspiration behind People Factors, which is one...Read More

Customer retention isn’t what it used to be. And heading into 2026, that’s a good thing.  Retention used to be about loyalty cards, renewal reminders, and hoping customers would come back because they always had. Today though, it needs to much more personal. Customers are making decisions in real time, shaped by what’s happening in their lives, how easy you are to work with, and...Read More

Most marketers don’t choose to work in data silos. They inherit them.  Fragmented data doesn’t happen overnight.  Marketing teams grow, new platforms are tested, priorities shift, and over time, your data becomes scattered across multiple systems.  In 2026, data fragmentation is one of the biggest threats to your marketing performance.  So, what does the impact of siloed data look like?  In this article, we share five ways data silos sabotage your marketing and what you can do to fix...Read More