There are no silver bullets that guarantee success for marketers. Betting on a single channel, technology, process or team is very much like betting everything on “Red” in a casino – there’s no more than a 50% chance of success – for each item.  Make bets on each, without understanding and aligning the relationships between channel, technology, process and team and the odds for success rapidly decline.

Helena Schwenk, principal analyst at MWD advisors, a European IT advisory firm who consult with organizations to create tangible business improvements from IT investments, talked to us about the:

• Capabilities
• Issues
• Technology and
• Other considerations required to find profitable growth

She started with a focus on leadership, and then went on to discuss how issues will shift – from a single channel to multi-channel; from creating a picture of what’s happened to predicting what will happen in the future.

Helena walked us through the technology required – from data management to high end analytics and everything in between.

When focusing on other considerations, skills were top of her list – not just the skills required for analytics, but the changes that could ripple across your organization – wherever a staff member interacts with a customer.

Want to learn more?

Visit the driving profitable growth site on our Customer Intelligence Knowledge Exchange.