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The digitization of everything – its impact on the buyer’s journey and marketing’s role

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For nearly a century, the buyer’s journey was relatively linear. Advertising through mass media led to conversing with salespeople, friends and family. A purchase was made. But in today’s digitally networked world, studies show there are 3,000 different paths to purchase. How does marketing respond to this new reality? Brian Vellmure has answers.

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The digitization of everything — its impact on customer experience

WELCOME TO THE ONE-SCREEN WORLD

When your coffee barista greets you by name and has your usual morning order piping hot and waiting for you — that’s customer relationship management at its finest. But with tech innovations rapidly merging the digital and physical worlds, what will CRM look like in the future? Brian Vellmure explores this question and more.

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Harry & David’s customer focus fuels comeback of the year

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Gourmet food and gift retailer Harry & David went from Chapter 11 bankruptcy to receiving the Large Company Turnaround of the Year award in 2012. This year, the retailer turned in its best financial performance in five years and grew its customer list by 10 percent. How’d they do it? A customer-centric marketing strategy has helped.

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Data is money. Treat it accordingly.

Show me the money!

Marketers must develop an “investment strategy” for data says SAS Chief Marketing Officer Jim Davis.

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Intelligent messaging, mobile wallet and more — are marketers ready?

Mobile: An Opportunity to Rebuild Customer Trust

If you’re not investing in mobile, you probably won’t be in business in five years’ time says David Sear, CEO of Weve. In this short video, Sear discusses what the future holds for mobile and what marketers need to do to keep up.

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Brian Solis on making business more human

Solis Interview

How can marketers stay competitive in the new digital economy? In this short video, Brian Solis, principal analyst at Altimeter Group, advocates going back to the basics: What customers think, believe and share with others.

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Marketing analytics and the data-driven evolution of marketing

Marketing Analytics and the Data-Driven Evolution of Marketing

Advanced marketing analytics is the way forward — here’s how to ensure you won’t be left behind.

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Social media stirs public dialogue in Heidelberg

Social Media Analytics

Nicole Huber, Chief of Staff of the Mayor´s Office, City of Heidelberg, on how social media analytics helps them generate engagement with a tech-savvy urban population.

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Major League Soccer wins fans with analytics

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Understanding customers is the name of the game for Charlie Shin, Director of CRM and Analytics for Major League Soccer. In this short video, Shin tells how they use analytics to know their fans, determine the next best offer, increase engagement and more.

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Strategy and Big Data: Achieve Community and Global Goals

Figure 1 The Strategy Isle in the Big Data ArchipelagoIn

In the conclusion to the 10-post series, “A Marketer’s Journey Through the Big Data Archipelago,” Tamara Dull emphasizes the importance of having a honed strategy for using big data effectively.

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Investment and Big Data: Calculate Intangible ROI

Figure 1 The Investment Isle in the Big Data Archipelago

Tamara Dull dives into discovering ROI for big data projects and offers best practices for unlocking that difficult metric. Part 9 in the 10-post series, “A Marketer’s Journey Through the Big Data Archipelago.”

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