Marketers today use varying adaptations of the customer journey to describe a circular, looped decision pathway with four distinct phases. Mapping the right data to specific stages of the customer journey is all about getting to know your customers and developing initiatives to put that knowledge into action. Applying analytical
Tag: customer data
.@philsimon chimes in with trust- and privacy-related recommendations
.@philsimon says that, once again, there's quite a bit to learn from Amazon.
We've been saying that the customer is queen or king for quite some time now. And in the coming year, that will be truer than ever. The customer determines where he or she finds information and which channel and which supplier gets the sale. And there is an abundance of
In my first post, I discussed the importance of brand equity and its relationship to good customer experience. Consider this scenario of an organization where brand equity was negatively impacted by a fractured customer experience. In this case the “brand” is the corporate brand.
.@philsimon on what's next for MDM applications.
Generating rich customer insights – the centerpiece of successful marketing efforts – is more arduous and crucial in today’s digitally saturated world. Brands must not only understand their customers across all touch points, but analyze and glean patterns from their behavior, and quickly respond to the faintest signs of changing
Data virtualization simplifies increasingly complex data architectures Every few months, another vendor claims one environment will replace all others. We know better. What usually happens is an elongated state of coexistence between traditional technology and the newer, sometimes disruptive one. Eventually, one technology sinks into obsolescence, but it usually takes much longer than we expect. Think of
As consumers, the quality of our day is all too often governed by the outcome of computed events. My recent online shopping experience was a great example of how computed events can transpire to make (or break) a relaxing event. We had ordered grocery delivery with a new service provider. Our existing provider
I've been in many bands over the years- from rock to jazz to orchestra - and each brings with it a different maturity, skill level, attitude, and challenge. Rock is arguably the easiest (and the most fun!) to play, as it involves the least members, lowest skill level, a goodly amount of drama, and the
In The Princess Bride, one of my favorite movies, our hero Westley – in an attempt to save his love, Buttercup – has to navigate the Fire Swamp. There, Westley and Buttercup encounter fire spouts, quicksand and the dreaded rodents of unusual size (RUS's). Each time he has a response to the
A few years ago, I was presenting a morning course on master data management in which I shared some thoughts about some of the barriers to success in transitioning the use of a developed master data management index and repository into production systems. During the coffee break, an attendee mentioned
In my previous post, I outlined the main components needed for a phased approach to MDM. Now, let's talk about some of the other issues around approaching MDM: data governance and the move to enterprise MDM. Where does governance come in? Throughout your MDM program, it's important that deep expertise
Last time we began to look at the opportunity for integrating a newly developed master data repository with existing business applications supported by a data warehouse. That meant understanding the requirements for integration and verifying that those requirements are met.
David Loshin's latest blog post: "Balancing Performance Measures for Data Accessibility using Data Federation."
Data governance as an MDM program planning task, part 2.