Three essential capabilities for life sciences companies that want to execute precise marketing programs, on time and on budget
Could your best marketing plans and strategies be undermined by inefficient execution? The pharmaceutical industry has been very good at increasing efficiency and driving down costs in departments such as R&D and manufacturing, but it tends to lag in optimizing the processes that actually execute marketing campaigns. This white paper describes three key capabilities that provide the required management rigor – the foundation for delivering more campaigns, faster, with better visibility, accountability and results.
The new edge for building customer loyalty and your brand
Although relatively new on the scene, social media has become a powerful force – growing fast in scope, audience and influence. This paper shares insights from a webinar in the AMA Marketing Effectiveness Online Seminar Series, presented in association with the American Marketing Association and SAS, in which panelists discussed how to engage customers on social media to heighten brand awareness, spread your message, drive traffic to your website, and boost search engine rankings, awareness and affinity.
Results of the 2010 RIS/IDC Supermarket Benchmark Study
This paper shares insights from Joe Skorupa, group editor-in-chief of RIS News and Neil Thall, president of NT2, Inc. who participated in a SAS-sponsored webinar in July, 2010.
Supermarkets have emerged from the current economic crisis in better shape than most other segments in retailing. What did the successful companies do differently? How did grocers respond to the economic pressures? Where did they invest their creativity and capital? What strategies did they take to trim operating expenses without diminishing the customer experience? Panelists pointed to five notable trends that emerged from the study, which spanned several tiers of supermarket chains.
Convergence + intelligence = profits
Many providers are struggling with the increasing complexity and cost of networks, service choices and business processes. Read this white paper to learn how a customer value optimization approach can help service providers understand how customers engage with the company, identify ways to reduce churn, and systematically record customer management activities and results. You will also learn how a customer value optimization approach transformed the profit picture for a top-tier wireless carrier.
The growing adoption of advanced analytics changes the relationship between marketing and IT. When you get into the realm of advanced analytics, it's not about just turning up a system or keeping the lights on, but about fully engaging with IT on things that can change daily, and getting information out to marketers to make well-founded decisions. This white paper summarizes a webinar co-sponsored by the American Marketing Association and SAS, in which top executives from SAS marketing and IT teams describe the value they see in a close partnership between their groups – and the steps they have taken to get there.
Using analytics to make smarter marketing decisions and maximize results
Everybody's talking about customer analytics and how they can help organizations market more effectively. But for many marketing professionals today, there's a gap between theory and execution. This paper provides managers and other marketing professionals an introduction to applying analytics to marketing to significantly improve outcomes. It explains not only why you need to make this shift to analytically driven marketing strategies and plans, but also how you get started and what kinds of tools you need to develop and execute plans.
Lack of insight into managed markets data means information lies stagnant on spreadsheets, takes much longer to gather and views all health plans as essentially the same. And the risk of continuing on this "do nothing" path is losing not only insight, but any chance of profitability.
This white paper describes how the managed markets industry can capture both organizational efficiencies and profits by harnessing data with advanced analytics.
What if every time customers interacted with your Web properties, they got exactly what they needed or wanted, in a minimum number of clicks, with a minimum amount of time spent on your website? This white paper summarizes a webinar in which Suneel Grover of SAS showcases technologies that help you understand how customers interact with a website, how to target the right customers (such as those who have expressed an interest in your product or service but have not yet made a purchase), and personalize interactions with individual customers so the content or offers are timely and relevant.
Insights from a SAS-sponsored webinar with "Electric Light & Power" entitled The Customer-Centric Utility: Employing Analytic Strategies for Improving Outreach and Operations
In the smart grid/smart meter era, data integration strategies that enable analytics and optimization can transform how utilities view customers and provide many opportunities to boost returns. But to achieve a customer-centric orientation, utilities must be able to:
• Find profitable growth opportunities.
• Optimize marketing communications.
• Maximize cross-business impact.
Based on a SAS-sponsored webinar with Electric Light & Power, this paper can help utilities understand how to approach this fundamental change to their business.
Measures For Success
This collection is part of the ANA Magazine Thought Leadership Series sponsored by SAS. The articles explore the variety of ways to use analytics to create marketing functions that are more accountable and profitable. Learn how Staples used analytics to increase campaign response rates.
Enabling better management decisions
It is no longer sufficient for an organization to be lean, agile and efficient. Its entire supply chain must also perform as the company itself does. If some customers are excessively high-maintenance, they erode profit margins. Who are these troublesome customers, and how much do they drag down profits? Once you know, what corrective actions should you take? This detailed white paper explores the value of activity-based cost management (ABC/M) in determining customer profitability. It describes the insights gained from validly measuring customer profitability and how organizations apply performance management systems to manage changing strategies for increasing profit, reducing cost and improving performance throughout the enterprise.
In-source analytics-driven intelligence to go beyond decile-based targeting
Most pharmaceutical companies focus their sales and marketing activities on the top-decile prescribing physicians for a given therapeutic area, based on purchased data. But such practices are no longer yielding desired results. This white paper discusses why now is the right time to make sales and marketing decisions based on deeper analytic insights - using predictive modeling - and how organizations that take control over their own physician targeting will get more timely insights, targeting decisions aligned with business issues and real competitive advantage.
How to deliver insightful offers in real-time dialogue.
This paper provides insights from a Webinar from the AMA Marketing Effectiveness Online Seminar Series, presented in association with the American Marketing Association and SAS. The webinar discussed how new technologies such as real-time decisioning and proactive marketing enable marketers to leverage customer insight right at the point of contact -- even adapting and responding to knowledge gained during the interaction as it unfolds.
This is an executive leadership paper produced by Argyle Executive Forum featuring an interview with Arthur Smith, Executive Vice President and Chief Marketing Officer for Union Bank. Smith discusses his role as CMO for Union Bank and how he is leading the organization’s efforts to establish a scalable, formal marketing discipline in order to become a Top 10 Bank by 2015. Topics covered in this article include how the bank intends to differentiate its brand, how social media is changing the way it markets to and communicates with customers, and how technology is enabling the bank to improve the customer experience and empower consumers like never before.
This is an Argyle Conversations paper produced by Argyle Executive Forum. The four page paper features an interview with Adele Sweetwood, Vice President of Americas Marketing for SAS, on the rise of analytics in marketing and how it can help show the value of strategy. Sweetwood explains why analytics are so important to marketing today, why analytics are changing the entire culture of marketing, and how marketing leaders can build the right skills for their team in order to increase analytics in the organization.
This Argyle Executive Forum paper features Ira Gleser, Vice President of Industry Communications for Coca-Cola Refreshments, on how Coca-Cola, one of the world's most recognized brands is evolving its marketing communications strategy to serve its B2B markets most successfully while remaining true to its core message and brand.
This is an executive leadership paper produced by Argyle Executive Forum featuring an interview with Darren Rodgers, Chief Marketing Officer for Health Care Service Corporation. Rodgers discusses the current changes in healthcare, such as the Affordable Care Act and how they are impacting the industry, marketing, and the customer experience. He also explains how Health Care Service Corporation is using customer analytics to stay ahead of these changes and keep customers satisfied.
While big data offers a great promise to many organizations in its ability to allow us to see and predict human behavior objectively, there are still many challenges along the road to success. In this Harvard Business Review paper, author Alex “Sandy” Pentland names big data’s four biggest obstacles and offers excellent insight into the changes we could make to turn these obstacles into big data success.
Greater partnership drives enterprise-wide customer centricity.
The Chief Marketing Officer and the Chief Technology Officer typically have operated in very different worlds under the same organization. As many businesses are now embracing a customer-focused business strategy, CIOs and CMOs are coming together to achieve customer centricity. This report by the CMO Council describes how big data has become the unifying force that is inextricably connecting the role of these leaders. Download this paper to learn how the CMO and CIO are working together with big data to achieve lasting and profitable customer-centricity.
This Harvard Business Review paper explores how big data is giving power to businesses of all kinds to accomplish things that business executives could only dream about a decade or two ago. Read this paper to learn more about the technology that fuels big data transformations, the big data challenges that still persist, and two examples of traditional businesses that used new flows of information to radically improve performance.
While organizations are busy investing vast resources into big data initiatives, they may be forgetting – or ignoring – important things that could be costing them the most. In this Harvard Business Review paper, author Robert Plant explores why companies are spending millions on big data but overlooking the details that make customers happy. Learn more about the crucial elements you should be paying attention to and how these factors and big data work together for long-term customer loyalty and success.
We’re in the midst of information overload. Consumers have an endless number of options, and marketers are collecting massive amounts of data. Do we use our customer insights effectively? Are we increasing profits and deepening customer relationships, or are we misinterpreting data or using it to over communicate? This webinar summary from Harvard Business Review features customer insight specialist John Dee Fair (previously of Sephora, Wells Fargo and Williams Sonoma) and his three-step “Building Better Decisions” sales strategy. This paper addresses topics like predictive modeling and right offer/right time marketing, and outlines best practices and common pitfalls marketers encounter throughout the life cycle of a marketing campaign.
In a SAS-sponsored presentation, Scott Stratten, marketing strategist and author of “The Book of Business Awesome / The Book of Business Unawesome” and “UnMarketing,” talked about some of the biggest mistakes marketers make, who really manages the brand, and what savvy companies are doing differently in this age of viral and social marketing. This paper gives the highlights from that presentation in which Stratten, with good humor, holds everyone accountable for being a marketer in ways that come through as important lessons captured in this paper.
Recounting the CTO Telecom Summit’s peer-to-peer roundtable, this paper shares CIOs’ challenges and best practices in effective customer data management.
Recounting the CTO Telecom Summit's peer-to-peer roundtable facilitated by SAS CIO Suzanne Gordon, this paper shares the challenges and best practices in effective customer data management from the CIOs and CTOs of leading service providers. Participants addressed cultural issues, including building collaboration and information sharing, obtaining clear business objectives and bridging the business-IT divide. They also discussed technology issues, such as ensuring data quality and integration to provide a holistic customer view to business leaders.
Achieve customer-centricity by finding the most profitable growth opportunities, taking the best marketing action and maximizing cross-business impact
This white paper provides a blueprint for action for senior marketers and decision makers across the enterprise. It provides straightforward advice on how to build a more durable and profitable customer base by:
- Building a more competitive business model.
- Enabling customer-centric business strategies in a product-centric organization.
- Turning expanding volumes of customer data into actionable insight for smarter decision making.
- Providing a roadmap for integrating technology to achieve competitive advantage.
Insights from a panel discussion at the inaugural SAS Financial Services Executive Summit
How does a financial services organization go about moving to a data-driven, customer-centric business model, and what can realistically be done to start moving in that direction today? That was the question of the day at the inaugural SAS Financial Services Executive Summit. This paper provides a summary of a panel discussion at the event in which professionals from the banking, insurance and retail industries shared their ideas about the critical role of analytics in making the shift to a customer focus.
Social media networks have given organizations exciting new channels for marketing and customer engagement. Just as important, however, is that by creating data trails in social media networks, participants generate new types of data that hold great potential for customer insight. This TDWI Best Practices Report, which was sponsored by SAS, examines organizations' current practices and future plans for customer analytics technology implementations, with a special focus on how organizations are adapting to the knowledge potential as well as challenges of social media networks.
Insights from a webinar presented by Retail Systems Research (RSR) and SAS
It isn't easy for retailers to align around customers and brands rather than sales channel, but the effort is worth it. Cross-channel shoppers are significantly more profitable than single-channel customers – 38 percent more profitable this year versus last, according to Retail Systems Research (RSR). In a SAS-sponsored webinar, Nikki Baird of RSR joined Wilson Raj of SAS to discuss the "Five Cs" of marketing, why the sales funnel is obsolete, how to capture the "haggling data" for the softer side of purchase decisions and how to keep your insight-driven marketing from being "creepy."
The State of Customer Experience Capabilities and Competencies
This research report from SAS, Peppers & Rogers and Jubelirer Research provides insights into building authentic and profitable long-term customer relationships. The research outlined here attempts to understand how a broad range of companies manage customer experiences, explore the advantages of superior customer experience, document the enablers and inhibitors to excellent customer experiences, and assess the maturation of companies along a developmental spectrum.
In a marketing environment driven by mobility, the Internet and free choice, your customers are more personal and immediate than ever, but they are also more elusive and fickle than ever. Succeeding requires a greater degree of customer insight – and the means to integrate that insight across all customer contact channels. In a webcast co-sponsored by the Cornell University Center for Hospitality Research (CHR) and SAS, presenters provided three distinct perspectives on how companies can capitalize on new data sources to deliver the right message to the right customer at the right time and through the right channel.
Using Analytics for Growth and Retention
Every bank would like to have a rich well of descriptive and predictive insight about customers, but big obstacles stand in the way. In most banks, customer information is scattered across disparate databases owned by different lines of business. The insights hidden in those databases should be revealed, shared and published across the institution, but at the same time, data must be kept strictly private and protected. Amid these realities, how do you get customer data under control? How do you transform it from information into insight? What do financial institutions gain from customer analytics, and how should it be implemented? These were the topics addressed by experts representing three different perspectives in a recent Webcast. This paper provides a summary of that Webcast.
A Harvard Business Review Insight Center Report
This Harvard Business Review Insight Center Report is designed to highlight emerging thinking around the timely topic of big data, and how organizations can apply customer intelligence to gain deeper insights and more value from big data. This report contains 30 articles from top thought leaders, practitioners and business leaders that will enlighten and educate you on today’s cutting edge tools and technologies, privacy issues, the challenges of having customers on multiple platforms, and more.
Industry leaders weigh in on how pharmaceutical companies can become more relevant to their trifecta of customers, physicians, payers and patients
Up until recently, pharmaceutical companies largely followed a product-centric marketing model. However, growing threats to profitability -- such as increasing generic competition, weak new product pipelines, leaner margins, new regulatory and payer pressures, and less access to physicians -- are compelling the industry to change to a more customer-centric business model. In a recent webcast co-sponsored by Pharmaceutical Executive and SAS, experts discussed nuances and best practices around the idea of a customer-focused marketing environment, starting with a data infrastructure that provides deeper customer insights, then analyzing the data to deliver more relevant information and messaging, which in turn drives customer engagement and deeper relationships. This paper summarizes the highlights of that webcast.
A case study into the viral effect of churn and product adoption in the telecommunications industry
In a superconnected world, consumer purchase behavior and loyalty are increasingly influenced by friends and acquaintances. What one does, others are more likely to do. Customer link analysis identifies and quantifies circles of influence among connected individuals or entities, providing new insights for predictive models.
In this white paper, Carlos Pinheiro, one of the world's most widely recognized experts on social network analysis in telecommunications, shows how customer link analysis can improve the accuracy of predictive models by up to 30 percent and identify the leaders whose influence could increase product adoption by 250 percent.
Balancing customer and shareholder value
While it is essential to employ customer-centric strategies to improve revenue, it is also necessary to balance customer needs with shareholder value. This white paper outlines a method for achieving this balance by tying retention spending to customer financial value. You will learn how to evaluate customers by combining financial value with loyalty, and about requirements for a properly customer-focused strategy.
It's time for managers to think about how all the social media data about their organizations can be turned into meaningful, usable information. That was the subject of a webcast in the Insights and Innovations in Hospitality and Gaming Webcast Series, co-sponsored by the Cornell University Center for Hospitality Research and SAS.
Insights from an American Marketing Association webcast presented by SAS
Marketing is about more than just campaign management, data warehousing and social media; it's really more about connecting everything that has to do with revenue. A recent AMA webinar, sponsored by SAS, examined this concept, exploring how breaking down organizational silos, encouraging and celebrating risk-taking, and recognizing every employee and customer as a potential marketer were key strategies for driving the relevance of marketing in a digital world. This paper provides a summary of that webinar.
Expert advice for avoiding pitfalls and exceeding expectations
Change is a given for marketers, and so is the need to create growth and increase profits. In this white paper, industry experts share lessons learned on topics like deployment strategies; organizational skill, culture and structure; approaches to avoid and approaches that exceed expectations.
Achieving success with integrated tools
As technology resources multiply, expectations of what marketers can accomplish with these tools also increases. This white paper gives you concrete examples of how successful marketers use technology today, and their vision of how it will create deeper, more meaningful customer relationships in the future.
Top issues and key capabilities for marketers
For marketers, efficiency is the new normal. No matter what the market throws at them – adjusted budgets, new channels, increased data volumes, etc. – marketers are expected to continue to help companies grow profitably. This white paper examines how marketing can use analytics to drive profitable growth. It follows practitioners as they use analytics to build customer relationships, deliver well-timed campaigns, share the burden of strategy and help set their future vision for the market.
Top issues and key capabilities for marketers
While they don't exclusively bear the burden for profitable growth, marketers often feel differently. And while technology has made huge advances towards helping marketers become more profitable, understanding how to implement and use these new tools is a daunting task. This white paper, based on interviews with marketing professionals, explores how industry thought leaders use technology today, and their vision of how it will create deeper, more meaningful customer relationships in the future.
Insights from a webinar in the SAS series Measure What Matters: Redefining Marketing Success in the Digital Age
Effective marketing is about far more than just running campaigns. It is much more than pooling marketing information into marketing databases for marketers to use. It is about connecting what marketing professionals do to the bottom line. It is possible to make that connection if companies succeed in three key ways: 1) Find the most profitable opportunities based on a common view of customers and prospects; 2) Take the best marketing action from a multitude of customers, offers and possible combinations; 3) Maximize cross-business impact and show the effect of marketing activities on overall profitability. In a webcast for marketing professionals, Steve Ashe of SAS described these three keys and showcased four analytics-based tools to achieve them: marketing automation, marketing optimization, real-time decision management, and marketing performance management. This paper provides a summary of that webcast.
The new strategic imperative
Loyalty 360, in partnership with SAS, set out to examine current trends in customer and loyalty programs. In an online survey conducted from November to December 2011, more than 150 customer loyalty and retention executives in both B2B and B2C companies from a cross section of industries shared their insights and experiences. The study sought to understand how businesses are addressing their customer loyalty and retention efforts in the wake of changing market and customer dynamics, and to identify the keys to effective loyalty and retention efforts.
How law enforcement can apply analytics to capture online information and turn it into intelligence for crime investigation and prevention
This paper addresses the most pressing issues law enforcement faces in analyzing social media and how to overcome them. The caveats of the public safety sphere are unique, but they are surmountable. By identifying trends, patterns and associations of suspicious activity, social media and network analytics can make significant contributions to criminal investigations. Implementing predictive models can provide intelligence about areas of high crime probability and can determine how law enforcement resources should be deployed to respond to or prevent crime. Examples are provided for using text analytics and social network analysis on Twitter and Facebook data.
How to link social media metrics to business results
Nothing has generated more buzz – or brought more scrutiny – than social media, specifically how to get more value out of it. Organizations realize social media generates awareness, but can you link it to tangible business value? If you have lots of online traffic, is that a good indicator? No. If all you’re doing is counting hits, you’re not tracking anything that is meaningful in today’s marketplace. In a webcast co-hosted by the AMA and SAS, presenters described three areas of focus for using social media, and the five best practices for being effective in social media. This paper provides a summary of that webcast.
Harness customer analytics to deliver better strategic value and business results
Do business leaders understand and appreciate the real potential of customer analytics? If not, how can analysts evolve from being order takers to strategic advisors? Should the analytics function be centered in a core group of experts or embedded in functional areas or business units? Where should analysts focus their efforts? How can they avoid bogging down in data management and IT issues, especially in the face of a flood of mobile and online data? These issues are paramount in the quest to get the most value out of customer analytics to find and drive profitable growth opportunities. In this white paper, customer analytics experts from Chico's and Staples answer these questions with practical advice based on their experiences leading analytics functions in their respective organizations.
The latest findings on four critical issues that could spell the difference between a hospitality organization thriving or simply surviving is presented by Cornell University and SAS experts. Topics include pragmatic advice for optimizing customer reward programs; survey findings about engaging with customers online; some common myths about forecasting, and creative new approaches in the hospitality field.
Insights from a webinar co-sponsored by SAS and Netezza
As Foxwoods Resort Casino expanded and diversified, management saw the need to gain a broader view of the customer and to use that information to build customer value. In a recent webcast sponsored by SAS and Netezza, Foxwoods' Todd Williams talked about how the company redefined its data warehouse environment to be able to generate a comprehensive view of the customer to improve customer service and promotions. This paper provides a summary of that webcast.
Helping small and midsize businesses make smarter, faster marketing decisions
Marketers at small and midsize businesses are dependent on satisfied, loyal customers. But determining how to satisfy today's highly empowered customers in the face of budget and human resource constraints is problematic, especially for small and midsize organizations facing unprecedented amounts of customer data. The good news – if harnessed properly, this data can turn into a gold mine of customer insight. This paper illustrates why shifting to analytically driven marketing strategies can significantly improve marketing effectiveness while reducing costs. It also describes how to develop and carry out a successful plan.
Many organizations have turned to large-scale data gathering and analytics to differentiate their business and compete on a higher level. While it may seem like everyone is doing “big data”, not all organizations have approached the initiative with a strategy that will ultimately succeed. This Harvard Business Review paper explores the very real and difficult challenges that C-level executives face in setting a sound strategy around data and analytics and provides four principles that your organization can put in place to guide a successful big data initiative.
Social media has taken word-of-mouth and elevated it into a global conversation. Whether it's good, bad, accurate or misinformed, guest opinions are broadcast on countless social media channels for the entire world to see. Now that these conversations have moved to a public forum, hotel and casino operators have an opportunity to listen in and evaluate these opinions. But how and when should you participate? How do you design an effective social media strategy? How can an organization make sense of the volumes of unstructured text generated by these conversations? These questions were the topic of a webcast sponsored by the Cornell University Center for Hospitality Research and SAS. This paper provides a summary of that webcast.
Five characteristics of successful, customer-centric companies - and how health insurers can adopt them to succeed in the new retail marketplace
With the transformations the health insurance industry is undergoing, more people will be accessing insurance as individuals rather than through employer plans, creating a new consumer-driven retail market of increasingly savvy consumers of health insurance and health care. Success will involve understanding consumers at a deeper level and engaging directly with them as they participate in a more consumer-directed health care environment. Insurers would do well to learn from other industries where key players have mastered the art and science of consumer engagement. SAS has identified five major characteristics of customer-centric organizations that are essential to success. This paper explores each characteristic and discusses how health insurance companies can use them as a guide to help them make operational, organizational and technology decisions.
A Harvard Business Review Insight Center Report
As companies face today's challenging business environment, they are forced to innovate, adjust and reevaluate strategy. Many companies ride out trying times struggling to keep their heads above water, while companies that innovate and plan accordingly for the future of their business are growing more than ever. This paper from the HBR.org Insight Center outlines a unique approach to growth and identifies the keys to strengthen your business for a profitable future.
What approaches are enterprises taking to better understand customers through big data? How can organizations get support to invest in the data and analytics horsepower to make use of all this data? What obstacles are common, and how do the front-runners overcome them? Those questions were posed to a panel of experts at a recent SAS Premier Business Leadership Series in Las Vegas and got some interesting perspectives. This paper presents highlights of the breakout session for enterprise leaders who want their organizations to deliver exceptional customer experiences.
Keep and Grow Your Customers
Analytically derived customer insight can really enrich the art of marketing. You get deeper insights about the real sources of customer value, the real impact of marketing costs and the future behavior of customers—all of which can be translated into more effective concept and creative. But where and how in the marketing process should you inject analytics to improve profitability? That was the topic of an online Webinar presented by the American Marketing Association (AMA) and SAS. This paper gives an overview of that Webinar.
Why transactional profitability measurements are an ultimate goal
This white paper describes a powerful and economical managerial accounting system that collects and transforms data at the detailed transaction level. You will learn about the structure and benefits of such a system, including its ability to scale to accommodate billions of transactions, access data from diverse sources, allow remote Web-enabled analysis and report profits at a moment's notice.
Practical, candid and timely advice from David Meerman Scott, Marketing Strategist and Leadership Speaker
See an opportunity. Seize the opportunity. Do it now, while the story is still hot. Long-term campaign planning is fine and well, but if that's where you put all your focus, you will miss powerful opportunities to draft off of what's going on right now. This is according to David Meerman Scott, author of the Wall Street Journal best-selling book, "Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now." This white paper includes practical, candid and irreverent advice from Scott on what it really means to be real time in marketing and PR.
Marketing spend is critical – but it should be treated as a preciously scarce resource to be aimed at generating the highest, long-term profits. This means answering questions such as: “Which type of customer is attractive to newly acquire, retain or win back? And which types are not? How much should be spent on attracting, retaining or recovering them?” Some firms have already enacted programs in these areas to begin trying to answer these questions, but more must. This white paper explores ways to get answers to these questions and offers up activity-based management as an ideal source for useful, mission-critical managerial information that is essential for good decision making.
The world's largest office supply company, Staples receives vast amounts of rich data from millions of active customers, tens of thousands of unique SKUs, more than 2,000 office superstores and the second-largest e-commerce site in the world. How does it collect and analyze all that data to turn it into profit? In this conclusions paper, which is based on a presentation made to the Direct Marketing Association, Jim Foreman of Staples shares several tips that have helped his company achieve tremendous success.
Industry experts agree that social media possess tremendous potential to drive incremental revenue. But defining a business-effective social media strategy can be challenging for retailers who may be new to the channel and a bit skeptical of its potential to deliver on key business objectives. Fortunately, advances in social media analytics offer retail companies the ability to act on intelligence gleaned from online conversations occurring across professional and consumer-generated media sites.
Marketing optimization takes data about customers, offers and channels – factors in business objectives and constraints – and identifies the marketing actions which will deliver the best overall returns. With this information, marketers can plan and prioritize campaigns to maximize success in terms of customer impact, operational efficiency and financial outcomes. This white paper summarizes a webinar co-sponsored by DMA and SAS that demonstrated how mathematical optimization delivers on this promise while setting the stage for an integrated marketing management (IMM) approach.
Current trends justify utilities gaining every cash flow improvement option available, including setting a framework for the use of smart meter data to improve collections. By identifying and predicting the conditions when a customer may have trouble paying their bills and then developing plans for helping those customers using the tremendous data already present, utilities can create advanced, customized bill payment plans. This white paper describes how utilities can use predictive analytics to optimize their bad debt collections, with inherent business value that is quantifiable and often significant.
Customer Analytics with SAS® Customer Intelligence
As markets evolve under the influence of new media, social networking and changing consumer habits, organizations need innovative marketing strategies that halt the trend toward dwindling customer retention rates. The speed of market shifts requires you to enhance your understanding of the changing needs of different generations of consumers and make intelligent use of that knowledge. Having up-to-date, reliable information on potential risks and sales opportunities at your fingertips puts you in a better position to interact successfully with your customers. This paper explains several best CRM practices and describes how SAS' marketing analytics has been proven to offer organizations the knowledge of markets and customers they need to make good decisions in such a challenging environment.
Loyalty and reward programs are typically designed to achieve four objectives: increase customer spending, improve retention, maintain competitive position and get new customer data. But do these programs actually achieve those aims? There's no doubt that today's programs yield useful customer data, but what about the other objectives? As membership in such programs continues to increase, many firms are left wondering whether their programs buy loyalty and increase customer value, or simply add costs without securing repeat patronage. That was the topic of a webcast sponsored by the Cornell University Center for Hospitality Research and SAS. This paper provides a summary of that webcast.
Understanding the irrational ways people make decisions can help businesses design the "choice architecture" and affect consumers' mindset at the point of decision making, according to Dan Ariely, James B. Duke Professor of Psychology & Behavioral Economics at Duke University. This webinar summary from Harvard Business Review explores Ariely's insights on the predictably irrational and similar ways that people make decisions and the ramifications for businesses hoping to affect purchase behavior.
Market Forces: Looking for sweet spots even in the donut hole
A strong contracts analytics solution can be invaluable in helping pharmaceutical companies monitor the performance of their financial relationships with private and public health plans and maximize their marketing to patients and physicians. This paper describes how organizations can use statistical analysis, forecasting and predictive modeling to gain capabilities to communicate confidently with stakeholders, fine tune business processes and make more profitable negotiating decisions. This, in turn, leads to stronger customer relationships and competitive advantage.
Regulatory change brings new market forces and competition, but health insurance plans can come out ahead with advanced customer intelligence and engagement strategies
Health care reform legislation injects some consumer-level competition in a marketplace that has traditionally been more focused on employer groups rather than individuals. For many reasons, the transition to this post-reform environment will be tumultuous. How can health insurance companies navigate this change? Can they take advantage of customer relationship management strategies that have worked so well for other industries that have also been through regulatory change? That was the topic of a webcast sponsored by SAS, and this paper provides a summary of that webcast.
How a customer-centric data repository and marketing analytics engine can boost your relevance and results
Facing a more competitive environment than ever, communications service providers have needed to redefine their sales and marketing approaches. As in many industries, the traditional, product-centric approach doesn't align with what subscribers want or need, which can remind customers that it's not about them. In this white paper, Ken King of SAS describes how a marketing analytics engine can resolve these issues and deliver better results with the same resources. In addition to creating a 360-degree view of customers, one service provider found that its marketing analytics engine trimmed campaign development time from three weeks to one and improved campaign close rates by more than 250 percent.
Insights from a webinar in the SAS series, Measure What Matters: Redefining Marketing Success in the Digital Age
To avoid alienating customers with ill-timed or irrelevant offers, organizations need to do a better job getting full context about customers in a complex, multichannel world, including social media – and to deliver that insight to the point of contact, where it can be acted upon during the conversation. In this white paper, Ian Henderson of Sword Ciboodle and Retha Keyser of SAS describe what that ideal can look like and how to achieve it.
A Harvard Business Review Insight Center Report
For too long, marketing was a ubiquitous term used to describe all things qualitative. Today, marketers use analytics to drive results, they discover new ways to get people excited about old formats, and they strive to understand more about their customers' actions before the sale. Knowing where marketing has been and where it's going can help firms make better decisions. This paper from the HBR.org Insight Center focuses on the best practices for positioning a brand for success.
Companies calculate customer lifetime value (CLV) for many reasons, including improved target marketing, value-based customer segmentation and strategic investment planning. There are several common approaches to calculating CLV, but no standard way – and little evaluation as to the pros and cons of using one method over another. The most common methods are often inaccurate; and even when the inputs are accurate, the mathematics are typically insufficient to yield valid financial calculations. This paper explores the most common approaches to calculating CLV and evaluates their accuracy. Ultimately, it presents new and improved mathematics for calculating CLV that overcome the weaknesses inherent in most approaches used today.
How to get the most revenue from online properties
Owners of online properties are struggling to manage and sell advertising inventory in a way that creates a rich customer experience and maximizes the benefit to buyers and sellers – especially as the market diversifies into new areas such as mobile, social and video. This paper summarizes a webinar sponsored by the Association of National Advertisers (ANA) and SAS that explored the limitations of legacy methods for digital advertising management and presented four great ideas for instantly seeing the value of every product in inventory and making informed decisions that deliver the best value to all parties.
Harvard Business Review explores how companies today with limited resources and a desire for growth are finding exceptional opportunities through “Big Data.” Learn how, through mining this “Big Data,” companies can develop insights and identify micromarkets that represent opportunities for growth and produce exceptional results, including increased revenue; a deeper understanding of processes and customers; improved efficiencies; and access to real-time information your organization’s front line can act on.
A comprehensive approach that delivers advertising intelligence
As the online advertising industry continues to grow and change, companies that adopt strategies and technology to make information accessible, insightful and usable will prosper. This white paper discusses how adopting a system that can make data universally available and useful will guarantee flexibility, speed, precision and the ability to expand. And that, in turn, will guarantee success for online publishers who employ advertising intelligence.
Tearing Along ‘The Line’ – or Tearing It Up?
Most businesses and professions have their own descriptive jargon that has fallen into everyday use even though the meaning may have changed substantially from what was originally intended, and marketing is no different. The terms "above the line" (usually intended to describe mass marketing and advertising) and "below the line" (used to define data-driven, direct marketing) are still frequently used, even though they no longer adequately cover the breadth of modern marketing practices.
Clear the clutter to offer the right action at the right time.
This white paper describes the need for next best action in marketing strategies, techniques for effective implementation and how SAS Customer Intelligence can be used for such an implementation.
How understanding member risk and behavior can help health plans personalize programs, products and services
With health care reform, health plans will face growing competition, increasing medical expenses, a weak individual mandate and limited underwriting. As more uninsured consumers enter the market, while the insured switch to different plans, insurers will know little about their company's risk profile. Health plans need to attract and retain a balanced membership portfolio of high- and low-risk members and understand the real risk associated with different prospects and members so they can align products, programs and services to manage costs. This paper explains how, in preparation for the changing health care market place, some plans are utilizing analytics by integrating data, building segmentation models and aligning internal resources under an Analytic Center of Excellence (COE). With the tidal wave of changes in the market, advanced analytics will quickly become a lifeline for all health plans.
Find better ways to understand your least-used yet most-valuable business resource: your current customers
Recently, the focus in banks has shifted from mergers and acquisitions to organic growth – attracting and retaining good customers. This white paper describes how to apply customer value to the retail banking business model as a continuous loop of insight, action, assessment and learning for continuous improvement. It also proves the advantage of a more interactive view of customer value.
Manufacturers have traditionally fostered close relationships with retailers and channel partners who sell their products rather than interacting directly with consumers. But this is changing. Like it or not, manufacturers' products are now plugged in – whether the product is a car, an ultrasound machine or a pair of shoes. As manufacturers begin receiving an influx of big data from digitally connected devices, their relationships with consumers are changing. Learn how manufacturers can succeed in this new era of customer-centric manufacturing, where they must capture consumer data from across the entire customer life cycle – and put it to optimal use.
While most discussions about big data typically focus on the massive size of data, a better discussion might be about what big data is really providing: objective information about people's behavior – uncensored, unfiltered, unedited. This Harvard Business Review paper, Predicting Customers' (Unedited) Behavior explores how the analysis of big data is increasingly about finding the connections between people's behavior and outcomes.
Enterprise Drives Customer Value to the Next Level
Who are your best customers? How can you make good customers better? Who should you try to lure away from the competition? Once you win them over, how can you secure their loyalty? Which customers are likely to defect, and how can you prevent that? Those are perennial questions for most any organization. The answers can be elusive if your customer base includes millions of individual and business accounts, more than a million transactions a week, and the largest fleet of passenger vehicles in the world. This paper describes how Enterprise Holdings, the world's largest rental car company, continually seeks to improve its value to customers and in turn, customers' value to the company.
This report, Putting Social Media to Work, is a collection of 20 powerful articles taken from the Harvard Business Review Insight Center on Social Media that seeks to answer important questions about social media. Drawing on experts from the corporate world, academia and consulting, this HBR report provides a multidimensional view of social media's blessings and some of its shortcomings and caveats. Use this insight to better understand how social media is being used today and how to capture new value.
Corporate strategies for the social web
Learn how technology is changing the way leading organizations like Lenovo, Toyota, American Express, Dell, Mayo Clinic and more interact with their customers, define customer value, and sustain and grow customer relationships. This report, based on an online survey of 391 senior executives conducted by the Economist Intelligence Unit (EIU), provides great insight into how these top performers are currently using technology to understand their customers, how social media fits in and influences their strategy, how they track customer insights, feedback and risk, and how they measure customer value.
A report from the Economist Intelligence Unit
The emergence of social media has transformed the potential for companies to build deep and profitable relationships with their most valuable customers. However, by and large, the emphasis remains on the potential. While many organizations have experimented with new forms of customer engagement, few – if any – have moved out of an experimentation stage to implement the kind of enterprise strategy changes necessary to fully realize the business opportunities offered by the spread of social media. This paper, based on research by the Economist Intelligence Unit and sponsored by SAS, delves into the implications that new measures of customer value carry for businesses and investigates the opportunities and risks that companies face.
It takes more than a smart operational system to make effective channel dialogue possible
Today's marketers rely more on closed loop campaigns that apply knowledge from previous direct marketing efforts to establish an informed, targeted dialogue with customers. This paper explores why using SAP CRM products alone takes more time and money away from IT departments without delivering the deep knowledge marketers need to be effective. Adding SAS Customer Intelligence to the mix means IT spends less time troubleshooting and more time developing new ideas. And marketers can create strong channel dialogue and deliver products and services that give them a competitive edge. This paper also includes a very detailed outline of current marketing requirements, conditions for use of these two products and the added value SAS Customer Intelligence brings to SAP CRM.
Analytical insights that optimize content and monetization across media channels
This white paper describes how new media channels have reshaped the industry and challenged traditional business models. Learn why organizations must have greater clarity about their audiences' desires and behaviors and how they can cultivate analytical insights for use in media assets and advertisements.
Benefits and goals for the marketing organization
The emergence of social media has put responsibility for identifying the right offers for recipients and customers in the hands of companies, transforming mass marketing into one-to-one marketing and mass customization whenever possible. Unfortunately, there is no magic answer for the number of segments that a marketer can create. There are, however, some best practices around the different ways to segment. This paper examines the segmentation techniques of profiling, predictive modeling, customer state vector, event-driven marketing and real-time decisioning and explores how all can be used to achieve the overarching goal of maximizing ROI for the organization and elevating the customer experience.
How insurance companies can create deeper and more valuable customer relationships using existing data
For insurance firms that operate on the traditional selling model, customer loyalty is rapidly decreasing as competition from banks, direct channel and aggregator websites make it easier for the customer to find the cheapest price. How can a firm create a differentiating customer experience that enables it to compete on some basis other than price? This white paper describes six key steps and the enabling technologies for insurers that want to cultivate deeper, more loyal and more valuable relationships with customers.
Today's customer has her own music, her own personal trainer, her own Facebook page – maybe even her own personalized coffee flavor. To capture this "me" generation, marketers must develop campaigns that are uniquely customized for individuals. But with loads of information pouring in from social media sites, smartphone apps, GPS systems and more, it's no trivial matter to deliver a cohesive, branded customer experience. In this paper, Eric Williams – retired CIO of Catalina Marketing – shares six tips to help loyalty leaders succeed.
How analytics can transform masses of data into competitive differentiation
The benefits of subscriber data management (SDM) techniques are relatively well known, but providers could significantly extend the value of SDM by adding a layer of analytics. Analytics can bridge the gaps between the telco and IT domains in a service provider's data architecture to create new insights based on a more comprehensive view. In this white paper, Ken King of SAS discusses six key ways service providers can use analytics to develop more enduring and profitable customer relationships.
Four keys for extracting tangible value
If you think social media is just a playground for egocentric banter, it's time to take another look. Chances are, your brand and your market are out there, for better or for worse. You might as well know what is being said, help shape the conversation and benefit from it. This paper -- based on information originally published in the book The Executive's Guide to Enterprise Media Strategy by Mike Barlow and David Thomas -- discusses why every company should have a social media strategy and explains how you can use social media for business advantage.
Listening, Understanding and Predicting the Impacts of Social Media on Your Business
There's a wealth of customer and business insight to be found in social media, but organizations are struggling to understand, measure and capitalize on this untamed, open forum. Savvy marketers are reading and responding to social media content, but few organizations consolidate and analyze it in a systematic and strategic way. Effective social media measurement is the leading topic in marketing right now, and rightly so. That was the topic of a workshop conducted by SAS and a leading measurement and accountability research consultancy at a recent eMetrics conference in San Jose, CA. This paper provides a summary of that workshop.
Rethinking brand differentiation for competitive advantage
This ANA (Association of National Advertisers) e-magazine, sponsored by SAS, is a collection of three insightful articles centering on your brand, your customers and your data – and how understanding your customer through analytics is the key to improving all three areas. Standing Out: Rethinking brand differentiation for competitive advantage is the first article, which takes a look at what some of the most successful brands do right, and a list of mistakes not to make. Redefining Performance for the 21st-Century Brand, explores the 4 C’s of a customer-centric brand. The third article highlights Macy’s.com and how the organization uses analytics to better engage customers and improve profitability, followed by 5 steps for getting the most out of your data.
How to differentiate the customer experience through customer insight, customer interaction and continuous improvement in marketing performance
To compete successfully, organizations need to operate effectively across multiple business channels to give customers the control they increasingly seek. This paper discusses how enterprise marketing solutions can help differentiate your customers' experiences across these channels. It details how and why technology will play an increasingly important role in the development of profitable, long-term customer relationships.
Insights from a webinar in the SAS Customers Valued and Valuable Series
Marketers cannot just focus on the value they hope to extract from customers, and they have to look deeper than the customer's past relationship with the organization in order to offer real value to those customers. That was the topic of a webinar in the SAS "Customers Valued and Valuable" series in which the presenter showed how SAS Customer Intelligence solutions give organizations a more cohesive approach to growing customer value across channels and across the enterprise. This paper gives an overview of that webinar.
Insights from a webinar with Chico's and SAS, held in conjunction with the Customer Experience Professionals Association (CXPA)
Can data deliver enough insight to give retailers remarkable results? It did for Chico's, which has a capture rate in its stores of more than 90 percent. Chico's knows not just how to capture rich customer data – but also how to use it to optimize on customer experiences across multiple channels and brands, and in marketing campaigns. From consolidating data to forging IT partnerships, this paper highlights Chico's top 10 tips. Chico's shared its experiences in a webinar with SAS, held in conjunction with the CXPA.
Evolving Tools for an Evolving Environment
This paper by internationally known writer and speaker, Jim Sterne, is for marketing professionals who want to understand the practical side of text analytics as a competitive advantage. This is neither a technical treatise nor a how-to handbook. It is a relevant guide to a rapidly changing technology that can have a direct impact on your sales top line and financial bottom line.
Leveraging Analytics Across the Enterprise
A recent SMA study shows that many in the insurance industry see great potential for capitalizing on the opportunities that the social media universe presents. This paper -- which is based on SMA's experience, research and insights -- explains SMAs position that insurers seeking to capitalize on the business potential of social media need a comprehensive solution for social media analytics that integrates easily with enterprise analytics solutions, accommodates big data, and offers flexible options for deployment, including cloud based models. SMA also recommends that SAS Social Media Analytics be on insurers' short lists for consideration.
This paper examines the results of a recent survey of 2,100 companies conducted by Harvard Business Review Analytic Services and sponsored by SAS that examined the role of social media in today's organizations and how it is expected to expand in the near future, allowing companies to reach out to and understand consumers as never before.
How to achieve relevant interactions with always-on, empowered customers
With the growing trends of digital customer interactions, marketers can deliver highly personalized, integrated and relevant communications across channels. This paper explains how multichannel campaign management (MCCM), powered by marketing automation and other customer intelligence solutions, makes it possible to apply personalization to marketing plans, tactics and one-to-one interactions to capitalize on the customer-empowered digital world.
Insights from a webinar presented in association with the Institute for International Research (IIR) and SAS.
Media fragmentation, accelerated product life cycles, widespread globalization and growing regulatory constraints are only some of the big challenges on the road to marketing success. Traditional marketing practices – carried out in business unit silos, on desktop productivity tools and without broad context – are just not measuring up. Smart marketers are taking advantage of Internet-based collaborative technologies and analytics to improve the efficiency and effectiveness of their marketing activities. This paper presents technologies and recommendations for not only surviving, but thriving, as a marketer in a demanding and dynamic business climate.
Read a commissioned study conducted by Forrester Consulting, "The Total Economic Impact of SAS Customer Intelligence Solutions - Marketing Automation"
Insights from a webinar in the AMA Marketing Effectiveness Online Seminar Series, presented in association with the American Marketing Association and SAS
In a culture driven by mobility, the Internet and free choice, customers are more personal and immediate than ever, yet more elusive and disloyal than ever. They can so easily click to buy – or to jump to the competition. And they have more power to influence the market at large. As a result, marketers are pressured to perform better in three Bs:
Be relevant (deliver offers that are spot-on in terms of content, timing and channel); be social (capitalize on social media as both a source of inbound intelligence and outbound communication); and be real-time (take the very best action for each customer at that moment in time through the right channel). In a webcast co-hosted by the AMA and SAS, Denis Pombriant of Beagle Research and John Bastone of SAS discussed why this is so critical now, and six key ways analytics can empower marketers to succeed. This paper provides highlights of that webcast.
For organizations that are overwhelmed and don't know where to start with big data, or are discouraged from previously failed attempts – this Harvard Business Review paper offers excellent advice for approaching big data with small targeted steps that pay off in the long run. This strategic approach to big data gives organizations the opportunity to test the waters, see what works (or doesn't) on a small scale, and use that prototype to learn and build from.
Discover new sources of value through analytic insight across your marketing, sales and service organizations
Enterprises long ago acknowledged the value of CRM and ERP systems for improving customer value and process efficiency. Many are now seeing additional returns by applying predictive analytics to customer data. This white paper explores the process of using customer data to drive profitability by creating a unified view of the customer, applying predictive analytics, turning insight into effective action, and aligning marketing, sales and service with enterprise goals.
How to Use Analytically Driven Customer Insight for Extraordinary Competitive Advantage
Businesses that fail to strategically leverage analytically driven customer insight will gradually become obsolete over time. Through analytically driven marketing, organizations can turn data into customer insight, and insight into competitive advantage. This paper illustrates how you can manage the multi-channel customer experience by aligning your organization around high-potential customers and building a loyal and profitable customer base that advocates for your business or organization.
This Harvard Business Review paper explains what social organizations are and explores how these groups unleash the power of mass collaboration to achieve better business results, including the ability to stimulate engagement, create continuous innovation, improve organizational performance, and become more nimble, scalable, and sustainable. Mark McDonald, Head of Research at Gartner Executive Programs and author of The Social Organization shares the processes and best practices for becoming a social organization.
Insights from a webinar featuring Oberweis Dairy, presented in association with Loyalty 360 and SAS
Savvy marketers know that good customer experiences translate into more loyal customers – and more revenue. Rather than simply increasing loyalty rewards, Bruce Bedford of Oberweis Dairy set out to use analytics as a way to better understand consumer behavior. As a result, he determined what customers really wanted. Then he used that information to decide what types of additional value they would appreciate. This paper shares insights from a webinar in which Bedford explains how he used SAS® Analytics to promote cross-channel behaviors, enhance customer service and improve retention.
Insights from a webcast hosted by the Interactive Advertising Bureau in association with SAS and Organic
Using website traffic tools, social media monitoring, search activity metrics and specific housing industry metrics – coupled with SAS® data management and analytics – the digital marketing firm Organic has been able to distill data from six diverse streams into one logical monthly index for Pulte Homes (one of the nation’s largest home builders), Centex and their key competitors. This paper summarizes a webcast where market intelligence specialists from Organic and SAS described the process of creating the Consideration of Brand Index (COBI) and how text analytics can be used to identify the concepts and sentiments represented in that online activity.
Insights from a webcast sponsored by SAS and Netezza
When you consider that 20 percent of shoppers will account for 80 percent of the sales in a product or category, shopper-driven marketing makes a lot of sense -- as long as you can identify and court that 20 percent and not waste money on scattershot promotions. That was the topic of a webinar, sponsored by SAS and Netezza, that looked at how Catalina Marketing uses marketing analytics to pinpoint buyer's specific behaviors at the transaction level, then employs shopper-driven marketing at less cost than traditional mass marketing, with greater results. This paper provides a summary of that webinar.
What would happen if you knew exactly what kind of experience each of your customers expects – and you could deliver on those expectations in a very personalized, emotionally connected way? Vail Resorts is finding out, with help from SAS® Customer Intelligence solutions. By redefining marketing and striving to give each of its customers the "experience of a lifetime," Vail Resorts has achieved "priceless" results. Vail Resorts shares its story in this paper that's based on a session from Forrester's Marketing Leadership Forum.
What social media can do for insurers
Social media can be a gold mine of useful information to improve marketing, brand management, customer service, fraud investigation and more. But what should insurance companies know about harvesting this information for business purposes? This question was the focus of a roundtable co-hosted by Insurance & Technology magazine and SAS. The 21 participants in the event, representing some of the biggest names in the insurance business, were promised anonymity in exchange for their candor – which led to lively discussions about the best and worst of social media and what to do with it. This paper provides insights from that event.
The Harvard Business Review paper What Executives Don't Understand About Big Data explores the topic of big data and the confusion surrounding it by top level executives. Michael Schrage, research fellow at MIT Sloan School’s Center for Digital Business, and author of Serious Play discusses the critical success factor when it comes to getting the most value from big data to improve an organizations’ profitability. This paper will help executives better understand their role in managing big data and which questions to ask that yield the best results.
Before starting any big data initiative, it’s imperative to stop and think about what we’re doing with this load of data (most likely containing highly sensitive, personal and private information) and how these actions will be perceived by and affect customers. This Harvard Business Review paper provides three crucial questions businesses must ask about big data that will help shape and guide a successful big data plan and explores the notion of scaling data through collaboration.
How insurers are integrating analytics with performance measurement to improve profitability
Insurance companies are striving to turn their focus from policies and products to customers. However, to an insurer the customer can come in many disguises – the insured, the policyholder, and the agent or broker. Add the Internet and other direct distribution channels, and insurers are finding it harder and harder to determine who and what is profitable. This white paper discusses how integrating analytics into performance management can enable organizations to measure the profitability of their customers, agencies and multiple distribution channels.
This paper explores the topic of big data and how this “ammunition” is quickly dividing retailers into “the haves” and the “have nots”. Today’s biggest retailers with vast resources can afford to invest in customer intelligence and shopper marketing, resulting in increased basket size, shopping visits and retention over time. But for everyone but the very large retailers, the state of affairs is very unsatisfactory. What does the future hold for independent retailers and wholesalers, and the brand manufacturers that are frustrated by their increasing dependence on the very largest retailers?
Building a Technology Foundation for Successful Client Differentiation
Wealth management organizations must take a data driven, analytical approach toward building trust and loyalty with high net worth clients. This white paper highlights three essential elements needed to create a foundation for successful client communications. Also, it discusses a process for implementing these elements -- resulting in strong client relationships.
The Perceptual Power of Social Media: Gaining Insights from Social Media on Product Quality
In the past, a dissatisfied customer told 10 friends; now they tell 10,000. People are talking about their experiences with your products – and your competitors' products. Some may be ambassadors and advocates, others are detractors and malcontents – but all of their voices are in the mix, shaping customers' buying decisions. At a time when product recalls, government intervention and lawsuits are front-page news, customers are questioning brands that seemed to have been above reproach. Descriptive statistics, text analytics and social network analysis provide a way for you to determine how customers purchasing decisions are affected by what they see on the Internet. This paper describes how analytics can be applied to social media and provides some best practices for monitoring and addressing perceptual quality.