Daniel Aunvig is Head of Customer Intelligence for SAS Institute Australia & New Zealand
The boundaries between the company and its marketplace are increasingly blurred. We are now part of a reality in which customers play a much more integrated and active part in the processes of research and development, marketing and customer service. Little about a company and its offerings will ever again
My previous blog posts here for marketing have centred on data-driven marketing themes and how marketers can exploit data and analytics to create a more customer-centric, fact-based culture. And by extension, how this, combined with quality execution is likely to lead to better customer experiences and improved customer equity. This
You've probably heard many times about the fantastic untapped potential of combining online and offline customer data. But relax, I’m going to cut out the fluff and address this matter in a way that makes the idea plausible and its objectives achievable. The reality is that while much has been
When the executives in an organisation start evaluating whether or not they should embark on a marketing automation journey, they are obviously going to ask themselves what return they should expect from doing so. Likely to be factored in to the evaluation process are obvious drivers such as reduced acquisition
It seems like everyone is searching for ‘best practice’ these days. We are constantly looking to learn from what is being held up as good, leading and perhaps even the best itself. While this is a valid exercise, I believe we are missing an opportunity to take a closer look
Data-driven marketing is all about how marketers can harness data and analytics to create a more customer-centric, fact-based approach to customer engagement. This, combined with quality execution leads to better customer experiences and improved customer equity. However when looking at customer-brand interactions in silos such as in the call centre
