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Roy Wollen

Roy Wollen is President of Hansa Marketing Services, a CDP Marketing agency. Roy has led some of the top marketers in industries such as Direct to Consumer, travel, financial services, B2B and retail. Roy is a consultant at heart and focuses on solving client problems using marketing technology and analytics. Roy is also Lecturer at Northwestern’s Medill School of Integrated Marketing Communications (IMC). Roy teaches Marketing Metrics, B2B Marketing and Digital Analytics. Roy’s academic work focuses on data-driven marketing and marketing measurement. The common theme is proving the value of marketing investments, customer data and measuring business outcomes. Roy earned a Master of Science degree from Medill IMC and is a speaker at industry conferences and events.

Recent Posts

8 min read

Take your email marketing beyond opens and clicks with a CDP

By Roy Wollen on May 8, 2024 10:49:41 AM

Meet our Email expertBook time to discuss your messaging program with our email expert, Brian Gruidl, VP of Email Marketing at Hansa.


Email has always been the ROI darling of Marketing Communications. But brands find it hard to resist the urge to email often and watch the cash register ring. It’s an easy trap to fall into; and that's why brands need a CDP to go beyond "opens and clicks."

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10 min read

Are CDPs worth the investment?

By Roy Wollen on Feb 11, 2024 4:10:34 PM

Are Customer Data Platforms (CDPs) worth the investment? What are the business outcomes CDPs deliver? What is the Return on Investment (ROI)? These are the questions Marketing leaders must ask to prove the value of a CDP as an investment, just like a new product, new store, new capital equipment. And to do that, we need a business case. Like all business cases, our CDP business case should:

  • Plan for the tangible, measurable, business benefits a CDP will deliver
  • Demonstrate incremental value (that wouldn’t be there without the CDP)
  • Deliver long-term profit while delivering a short-term payback 
  • Align with business strategies and integrate into the existing MarTech stack

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6 min read

Six ways Marketing leaders can collaborate with Tech

By Roy Wollen on Dec 8, 2023 9:32:08 AM

Technology leaders want a strong Marketing partner. They look to Marketing to be articulate, visionary; to build a consensus. They want Marketing leaders to define success and measure business outcomes. But are we- as Marketing leaders - up to the task?

There is a lot at stake. Without Marketing leadership, IT runs the risk of over scoping a solution or missing critical requirements (and under scoping). Either way that means trouble:

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24 min read

Customer data is the reason CDPs were invented

By Roy Wollen on Sep 14, 2023 2:25:58 PM

CDP readiness series - getting the most out of customer data

No surprise: brands are inundated with customer data from various touchpoints. That’s why a Customer Data Platform (CDP) is important - to help businesses make sense of customer data and provide important benefits...

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8 min read

The marketer's guide to implementing a CDP

By Roy Wollen on Aug 1, 2023 11:49:49 AM

Marketing leaders already know that Customer Data Platforms (CDPs) can provide a big step forward for brands. CDPs vastly improve the way brands recognize customers. CDPs can help personalize the customer experience seamlessly and across channels.

Topics: customer data
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6 min read

The science behind good ideas

By Roy Wollen on Jan 24, 2022 11:23:06 AM

Where do good ideas come from? Is there a science to innovation? How important is intuition and imagination?

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8 min read

Marketer’s guide to measuring email effectiveness

By Roy Wollen on Oct 21, 2021 2:19:01 PM

Email is still the darling of digital when it comes to ROI: Email is low cost. By definition, email marketing is addressable media, so brands know immediately who is responding. In a survey, eConsultancy showed that brand managers feel email marketing is best at ROI, relative to other channels.

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4 min read

Consumers have a love/hate relationship with email

By Roy Wollen on Dec 1, 2020 9:57:29 AM

Research shows that consumers receive more than 300 emails per day. As an industry, we spend tons of energy figuring out how to stand out in a crowded inbox. Maybe we should insert a consumer’s first name in the subject line? What if we repeat back what a consumer browsed on a brand’s website? The tactics make a difference, but we’re missing the most important part.

The difference isn't the email; the difference is the customer

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7 min read

Interview with a DTC expert

By Roy Wollen on Nov 20, 2020 10:01:12 AM

I had the pleasure of interviewing Akin Tosyali, one of the nation's leading Direct To Consumer (DTC) experts. No surprise: DTC is on fire. Most brands are accelerating their digital programs to meet consumer demand; some have adopted subscriptions and membership programs. As usual, Akin was open to sharing best practices from around the web and I guarantee you will be a better digital marketer after you read this, so meet the expert.

Akin Tosyali, DTC expert

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3 min read

Enough with the great ideas

By Roy Wollen on Jul 28, 2020 12:14:30 PM

Enough with the good ideas already

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