What integrated marketing means today

According to The DMA, no single channel can win out anymore because today, it’s about being wherever customers are, giving them relevant messages, and making sure that each interaction is intelligently connected to the next. All that means delivering great customer experience across any and every channel: web, social, mobile, […]

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Integrated marketing: listen to the voice of the customer

Integrated marketing is no longer optional - no single channel can win out any more. Marketers must deliver great customer experience through truly integrated marketing, across any and every channel: web, social, mobile, broadcast, email, in-store, outdoor and beyond. Those experiences can be tailored effectively by listening to the voice […]

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Integrated marketing: rethink what you know about big data

Integrated marketing is not a mere discipline, or an approach to marketing. It's a description of the mindset necessary for marketers to rise to the challenges of empowered customers, regulatory change and technological evolution that includes big data. That was a recurring theme in this week's Integrated Marketing Week conference by the […]

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Health analytics affects every industry

The health and life sciences industries affect all other industries on two levels – our employers and governments are heavily involved as influencers in payment systems, and as individuals we all engage directly with health care organizations. Because of those two reasons, people in all industries have a stake in […]

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New HBR report reveals six ways to improve customer experience

Customer experience management is not a new concept, but it garners a lot of attention for one very good reason - it really matters. As typical consumers now have greater access to goods, services and information than ever before, it's never been more critical to differentiate. And for business models more complex […]

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Seeing context helps internally and externally

It’s hard to overstate the important of context. It provides clues when you are looking for answers, it provides texture and nuance to a story you might be telling, and it provides meaning to what might otherwise be random facts by revealing the connections between them. In the case of […]

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What's changing IT is also changing marketing

Adversarial relationships make for wonderful stories. Why? Because we can relate to them so well. It’s human nature to clash with rivals - cat fights, turf wars, even sibling rivalries reliably sell magazines and fill cinemas and theaters. But are they good for business? Of course not, especially not if the […]

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Need to solve a big data marketing problem? Visualize it.

Developments in advanced analytics, data visualization and processing power are opening new doors to solve big data marketing problems. Most notably, the time horizon on our perspective has broadened into the future by progressing From descriptive analysis (What happened?) To diagnostic analysis (Why did it happen?), To predictive analysis (What will happen?) and then To prescriptive […]

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Why was your marketing campaign successful?

Knowing if your campaign is successful and why is not as easy as it seems. Even in ideal conditions, there are plenty of factors beyond your control, such as competitive action, sales investments, product quality, and customer-specific issues. Digital channels have added layers of complexity, while also providing the means for […]

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Kicking up customer loyalty at Major League Soccer

Fan loyalty is everything in the sports business. So when Major League Soccer (MLS), the top flight pro soccer league in the US and Canada, wanted to deepen customer engagement, it started by getting a better understanding of its fans. MLS wanted to reach out to fans with personalized information that […]

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