Ashutosh Kumar works for SAS Institute EMEA region, helping organisations to plan their marketing communication and strategy using customer intelligence analytics. His experience in marketing consulting and data science covers customer journey design and analysis, econometric and time-series modelling, and constrained optimization. Ashutosh is also interested in behavioural science. One of his main focuses is on cognitive decision-making in marketing, and how it can be supported by analytics.
Customer trust is the critical driving aspect for brands. Brands’ intention to gain more customer trust requires careful investigation of their processes against the trust cycle.
Combining analytical resources and expertise from across the organisation is a prerequisite for effective, well-informed decisioning. How can your bank break down analytics silos and inspire a culture of collaboration? Organisational silos are holding banks back from driving innovation and meeting customer demands. When your customers expect convenient, personalised and
Nous voulons mener des actions et mesurer leur impact - de manière scientifique. Pour évaluer la vitesse moyenne (d'une voiture) à mi-chemin d'une distance donnée, nous devrions marquer le point médian et utiliser un chronomètre. Pour mesurer la conversion générée par un catalogue imprimé et la comparer à celle d'un
Ich erinnere mich noch lebhaft an meine ersten Kurse im Management-Studium, in denen wir die Wichtigkeit von Planung und Controlling diskutiert haben. Was immer wieder zur Sprache kam: die Verifizierbarkeit oder Messbarkeit von Zielen. IQ oder EQ sind nur zwei Beispiele, wie weit das Bedürfnis nach Quantifizierung geht – selbst
Marketing has changed and continues to change. Some of this is because of technology, but mostly it is the result of evolving customer expectations. Isolated customer interactions, however good, do not create a great customer experience. As isolated events, in fact, they may have a low level of influence on
