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Greg Asman
MarTech, Data Strategy, & Analytics Senior Executive - Marketing & eCommerce - Empowering customer success with strategies that mix data science with the power of human experience.
Greg Asman is a seasoned MarTech and Analytics Expert who founded and currently serves as the Managing Principal of The Asman Group, LLC, a position he has held since November 2017.2 Based in the Greater Atlanta Area, Asman specializes in transforming businesses by leveraging data to drive unique and inclusive fan experiences.2
With over 25 years of experience, Asman is an expert in:
- Enterprise data strategies
- Digital transformations
- MarTech solutions
- Data reporting and analytics
- Email marketing
- Market research
- Content strategy
- Predictive modeling
- eCommerce optimization
- Consumer insights2
Throughout his career, Asman has held several executive positions in prominent companies, including:
- Vice President, Data Products at IgnitionOne (2016-2017)
- Vice President, Digital Research & Analytics at Turner Broadcasting / CNN (2012-2016)
- Vice President, Analytics at Moxie (2010-2012)
- Director, Digital Analytics & Social Media at Aspen Marketing Services (2007-2010)
- Director, Online Solutions at Web.com, Inc. (2004-2007)2
Asman's key achievements include developing data and marketing strategies that led to a 42% sales increase and 58% fan growth for a major entertainment and lifestyle brand, as well as guiding clients through strategic pivots to direct-to-consumer sales and virtual events during the COVID-19 crisis.2
In addition to his professional work, Asman is active in the MarTech community. He recently launched MarTech Mastery, a community for professionals to grow their MarTech skills, share insights, solve challenges, and network with like-minded experts.1
Highlights
Who determines Next Best Action in a customer journey? For most marketers, it's the next thing the marketer or planner thinks they should offer or do to push the customer to a conversion event. I find this ironic when marketers speak about being customer-centric.
True NBAs are what's good for the customer, on their timeline. Of course they also have to meet business objectives, so there is a limitation to the set of offers. Getting to the right NBA requires blending analytics (measuring common events), data science (predicting likely events), and marketing offers and journey points, via technology, to provide a seamless journe that resonate with customers.
Marketers have to understand that people are busy. You're not always top of mind. They may be in the market but not in the market right now. So how do we know how to make the journey dynamic and when to offer the NBA? There are three great tools available through most #CustomerExperience tools: Testing, Scoring, and Observation.
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Testing allows us to validate our assumptions about what resonates with customers; it’s about putting different paths in front of them and seeing what they respond to naturally. Real-time testing against customer segments identifies the optimal action.
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Scoring, whether through predictive analytics or behavioral data, helps prioritize the interactions most likely to add value at any given moment. Think of a score as the track switch on a railroad. It can be used to change the course of the journey.
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Observation involves closely monitoring how customers engage—or don’t—with each touchpoint. If there are costs associated with a touchpoint and it is not converting or even getting the assist in the conversion, it's likely not the right thing for that particular type of customer. Time to go back to testing.
These elements come together to create a feedback loop that continuously refines our understanding of the customer, in the context of now. It’s not enough to just push messages based on past behavior; we need to anticipate future needs and adjust the experience in real time. By leveraging this data-driven approach, we can shift from a one-size-fits-all mentality to a more personalized, adaptive journey that aligns with where the customer is right now.
The true magic of NBA happens when we stop thinking about our needs as marketers and start seeing the journey through the customer’s eyes. It's about meeting them where they are, offering value that feels timely and relevant, and knowing when to step back. Ultimately, the most effective NBAs are those that respect the customer's autonomy and provide them with the right options at the right time—not when it’s most convenient for us, but when it’s most meaningful for them.
#CustomerEngagement #CustomerJourney #Analytics
What marketing or business tasks do you find most frustrating? I'm compiling a list of tasks that could be automated or streamlined. Share the top tasks you wish a robot could handle.
For me, analyzing financial reports is a headache. I prefer starting with summaries before diving into the details.
