With analytics, brands can see the world as their customers do ‒ and shape real-time customer interactions accordingly. And according to latest Harvard Business Review Analytics Services Report, Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience, real-time analytics is a critical enabler. The report is
It’s never been more important for marketing to speak the language of technology (IT) and for IT to speak the language of marketing. Why? Because technology is radically changing the world and marketing and IT have the opportunity to radically change the enterprise together. Yes, the stakes are high and
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
We’ve talked in the first two posts about how the digitization of everything is disrupting marketing and changing the face of commerce. Organizations are having to change the way they operate, and that’s causing roles in the C-suite to evolve. The digitization of everything is doing three primary things: Increasing
As technology has changed the way people communicate, do business and generally lead their lives, CMOs have shifted their strategies to lead data-driven marketing in ways that maximize new opportunities and mitigate new risks. As the second in a two-part blog post, I’m sharing the recurring themes I’ve taken away
Technology has dramatically changed the way people communicate, do business and generally lead their lives. It’s increasingly online, and it’s increasingly mobile. In turn, those technologies have created tons of data-driven marketing opportunities, and it turns out that there are some recurring themes in how CMOs are leading the charge. Big
According to the recent 2013 Marketing Performance Management Survey by Forrester, ITSMA and VisionEdge, marketers still have a long way to go. To be relevant to the business, marketers need to measure and communicate the right metrics. Surprisingly, just 40 percent of marketers today think that measuring marketing’s contribution to
New research by the CMO Council and SAS, entitled "Big Data's Biggest Role: Aligning the CMO & CIO," shows more overlaps than differences between marketing and IT. Big data is uniting the CMO and CIO in their common quest for a customer-centric organization. 61 percent of marketers and 60 percent of
The Economist Intelligence Unit recently published a report that highlights some C-suite dynamics that remind me of that childrens' game "monkey in the middle." The report details multiple ways in which surveyed CMOs believe one thing about the role of marketing in the company, and then their other functional peers (CIO,
Hi everyone! I am Jim Hiepler-Hartwig, the newest member of the SAS Customer Intelligence marketing team, and I am happy to be a new contributor to this blog. In previous roles, I've held positions in both sales and marketing, and much of my focus in the last few years has been on manufacturing and consumer
