There are big opportunities in store for business in Brian Solis’ vision of the future, just as there are equally big opportunities for customers. They emanate from the importance of shared experiences, taking place with connected customers and which are fueled by great technologies. As is often the case, these
The future of business will require new success metrics. Since the future of business has been established by Brian Solis as being about shared experiences with connected customers enabled by great technologies, the next logical question might be whether or not those same technologies afford the ability to get new
When it comes to online customer data, marketers today have to balance a fine line between consumer privacy and effective marketing. The problem is that it’s quite easy for marketing to be intrusive, annoying and even creepy, so there is a risk that the abusers in our industry may prompt legislation
Are you invisible or remarkable? That's the question that Seth Godin believes that marketers should ask themselves in the new economy and there are 3 simple reasons why: All media is now optional - no one is going to look at your tweet or open your junk mail unless they
A little over 2 years ago, I wrote a post about our vision for turning big data into a strategic asset. The outcome of this vision was the development of a Global Marketing System that provides marketers with complete views of customer behavior and advanced marketing analytics so we can
In the last decade, CMOs have made great strides in elevating their stature. According to the latest SpencerStuart survey, CMO tenure has steadily climbed from 23 months in 2004 to 45 months in 2012. What are the reasons for this improved longevity? Marketers are becoming more strategic-minded, they're taking a
The digital world we live in gives marketers the opportunity to capture, record, measure, analyze and report just about anything nowadays - and we do it! Clicks, conversions, likes, attrition, business drivers, value destroyers - you name it and it's all fair game. Therein lies the rub - it's all fair game, and that's what's putting
In the first post in this series, we discussed how there are a number of terms that describe how organizations manage their customer engagements: customer intelligence, customer analytics, integrated marketing management and marketing analytics. My goal with this series of posts was to clarify the definitions among the terms, delineate
In two previous posts, we have investigated the terms customer intelligence and customer analytics in more detail. We continue on our journey today by defining our third of four terms – that of integrated marketing management (IMM). Each of these four terms are different and distinct, so let’s jump right into our
In the first post in this series, I introduced the collection of terms that describe how organizations manage their customer engagements: customer intelligence, customer analytics, integrated marketing management and marketing analytics. It's important to define them, as well as understand what comprises each term and which SAS solutions apply. It's
