Daniel Aunvig is Head of Customer Intelligence for SAS Institute Australia & New Zealand
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
