Fast-forward more than a century, and it turns out that same customer-centered approach remains a best practice for marketing, but what's different is the operating environment. And in some ways, being customer centric is at once more challenging and more achievable than it was in the 1890s. The key lies in using marketing analytics.
In today's market, there are very few situations where one-size-fits-all marketing is the best approach. Customers are empowered, and unhappy customers will flock to competitors, often taking their friends with them. As a result, organizations can't afford to forgo efforts to know their customers as well as possible. And it's the companies that can quickly turn data into intelligence that have a leg up in the race to attract and retain their customers.
A recent TDWI checklist report, Applying Analytics with Big Data for Customer Intelligence, does a nice job of highlighting seven benefits from using marketing analytics and providing compelling examples of how those benefits play out in practice: Read More