Gut-feel marketing won’t get the results you’re after. You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Learn how to plan and manage your marketing programs more efficiently and effectively than ever before. Streamline your marketing operations. Get more value from your digital assets. Link marketing performance to real revenue. And find out which marketing activities are working, which ones aren’t – and why.
Consumers have access to information any time and any place they want it. If you want their business, you have to deliver personalized offers tailored to their needs. You have to manage customer relationships across all channels, initiate dynamic customer interactions, and extract value from big data to make better decisions faster. That’s digital marketing done right. And you can’t do it without analytics.
Customer experience management is about knowing your customers so completely that you can create personalized experiences that win their loyalty and entice them to evangelize to others about you. That’s the most valuable advertising there is. To deliver, you need analytics. With analytics you can create and maintain complete customer profiles. You can personalize all customer interactions. And you can get the right message to the right place at the right time – every time.
Having big data doesn’t automatically lead to better marketing. It’s the insights derived from big data, the decisions you make and the actions you take that make the difference. With high-performance analytics, marketers can use big data to develop more relevant, personalized communications. Plan, prioritize and optimize their marketing. Test, execute and improve marketing automation to improve efficiency and ROI.
Multichannel customers zoom between channels, spending three to four times more than single-channel customers. And if your brand isn’t there to greet them wherever they pop up, you’ll lose them. To engage these consumers, you need an effective multichannel strategy. And for that, you need analytics. With analytics you can get a single view of the customer across all channels. You can establish a multichannel marketing platform -- and create a consistent customer experience at every touch point.
It's a customer's world, and marketers just live in it. If you want to do more than exist in survival mode, you've got to embrace that fact. There comes a time when common sense marketing must intersect with the science of analytics if you want to turn data about your customers into something you can actually use to deliver timely, relevant offers that delight customers, rather than annoy them.
A CMO Council survey reveals that big data is breaking down barriers between the chief marketing officer and the chief information officer. Once battling over governance, technology and budget, savvy CMOs and CIOs are now developing a strategic alliance. Download this report to learn how the CMO and CIO can work together to achieve lasting and profitable customer centricity.
Digital technologies are making Chief Marketing Officers more strategic, thanks to measurements that help them make a more powerful case to the C-suite. But there's more to be done says this Economist Group blog post -- and it involves CMOs completely rewiring their brains in two ways.
How can you ensure that real-time analytics enhances your customer and marketing operations? These four practical steps will help you apply a real-time approach.
When consumers have countless options online, what draws shoppers to you, and what will keep them coming back? With a roster of millions of active members, flash sale phenom Gilt seems to have found the secret. Here’s how they do it.
Big data can be a major problem solver for marketers. It can help improve customer experience, boost customer interaction, increase revenue, reduce costs and more. But missteps can leave some marketers with too much information and not enough solutions. Here are do's — and don'ts — to help you turn the big data promise into a profitable reality.
As Greek poet Archilochus wrote, "The fox knows many things, but the hedgehog knows one big thing." Marketing and IT are comfortable working as hedgehogs — experts in their fields. But as the emergence of big data and analytics increasingly elevates multidisciplinary foxes, a new partnership between CMOs and CIOs is no longer a novelty. "It's a matter of survival," says Wilson Raj in his recent MarketingProfs article.
In the past, marketing's requests to the CIO were often relegated to the bottom of the IT priority list. Now, CMOs are required -- and empowered -- to use technology to reach and convert customers. Marketers need IT to perform their job --and much of it is accessible without the blessing of the CIO. This power shift is just part of the evolving CMO and CIO roles says Brian Vellmure.
Why aren't organizations realizing the full value of their marketing optimization solutions? What do you need for effective marketing optimization? Here are six best practices that answer these questions and more.
Today, marketing executives know that the one-message-for-all approach doesn’t work. Marketers need multiple messages, namely the right message that will work for each channel. Here's how you keep it cool and give customers a reason -- every time through every channel -- to come back again and again.
Studies show that multi-channel customers spend more than their single-channel counterparts. Isn't it worthwhile to identify, target and nurture these high-value customers? In this RIS News article, Wilson Raj shares four social media strategies to win hearts and minds.
With the explosion of channels, microsegmentation of customers and increased globalization, marketing is more complex than ever. Here are seven best practices marketing execs can use to reduce the gap between expectations and results -- and increase ROI.
Given the differences in mind-set and focus, the traditional relationship between IT and marketing has been more adversarial than not. Thankfully, that's changing. Find out what a panel at this year’s SAS Global Forum Executive Conference had to say about the evolving partnership and the trends that are transforming IT and marketing.
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.
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.
Does Chick-fil-A’s commitment to be kind to employees and provide heartfelt hospitality to customers make the food taste better? President and COO Dan Cathy says it does, and the numbers back him up. He shares the secret behind the family-owned company's success.
Marketing execs from financial services and telecommunications look at the future of campaigns. Here are their four tips for managing campaigns in the multichannel, real-time world.
Adele Sweetwood’s marketing organization has a strong partnership with IT, but it wasn’t always so. For the many marketers out there still struggling, here are her six tips for building the relationship.
When you’re a big retailer like Family Dollar, what can you do to make the most of your customer data and gain access to the most advanced analytics techniques and technologies around? You combine your analytical horsepower with a partner like Procter & Gamble -- whose technology includes eye-tracking software and virtual caves.
As much as companies understand the need for data and analytics and are evolving their relationships with both, they're not moving quickly enough. Case in point: Among IDC's 2014 predictions for CMOs is that a whopping 80% of customer data gets wasted.
How does a bank know what you need when you visit its website, open the mobile banking app or walk into the branch? For one of the largest banks in the US, the answer is marketing optimization. Here are five lessons they’ve learned.
Are you invisible or remarkable? That's the question Seth Godin believes marketers should ask themselves in the new economy. And there are three simple reasons why.
At American Airlines, the social media team responds to customers on Twitter within 15 minutes, 24/7. What does it take to make that happen? American's Director of Social Media Communications, Jonathan Pierce, discusses that and more.
How can marketers connect with customers 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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