Tiffany Carpenter, head of customer intelligence at SAS UK & Ireland, looks at the benefits of real-time customer experience and offers a preview into how analytics is powering hyper-personalised customer journeys In recent years, customer experience has become an important battleground for brands. Yet, in a hyper-connected, hyper-competitive environment where
One of the most powerful sales tools is often something that you can’t foresee or control. Even though customers read papers, visit websites and talk with a salesperson, another factor can make all the difference – a referral from a friend or coworker. Think about the way that sites like
A common practice in traditional marketing is to first choose a target market to focus on. You then align your organization’s strategies and messaging to create a campaign in that target market. But what happens when it becomes clear that the campaign you created isn’t working? How agile are you
I think it's probably the most frequently asked question among teenagers who come to our house: "How much data have you got left this month?" And then, if the status of their data limit requires it, they immediately ask for my wi-fi password. They carry on unperturbed watching YouTube videos
There's no doubt that artificial intelligence (AI) is here and is rapidly gaining the attention of brands large and small. As I talk to customers and prospects, they are interested in understanding how AI and its subcomponents (cognitive computing, machine learning, or even deep learning) are being woven into various
Digital analytics primarily supports functions of customer and prospect marketing. When it comes to the goals of digital analysis, it literally mirrors the mission of modern marketing. But what exactly is today's version of marketing all about? Honestly, we've been talking about this for years. And years. We ALL know
The age of the customer is upon us. As data-driven marketers, we are now challenged by senior leaders to take a laser-focus on the customer journey, and optimize the path of consumer interactions with your brand. Within that journey, there are a number of trends (or challenges) to focus on: Deeply understanding
I begin this blog post with one goal in mind. I want to raise awareness on the subject of customer and marketing analytics, and why this field is exploding in interest and popularity. Let's begin with a primer for the uninitiated, and lay down some definitions: Customer Analytics: The processes, technologies, and
Marketers are walking a tightrope today with data privacy issues: Data can simultaneously bring customers and brands together and further drive them apart. Recent data breaches, potential changes in data-privacy legislation and regulations loom large as customer expectations concerning marketing data continue to rise. As a result, today’s complex data
As mass marketing becomes less common and effective, we get closer and closer to the ideal of the “segmentation of one,” which involves high degrees of personalization. In that environment, businesses must be able to market to customers at an individual level to remain competitive and relevant. However, without customer analytics technologies --
