Every once in a while I stop for a moment and consider how radically different marketing is today compared with just 3 years ago. Looking no further than my desk, it's quite amazing how my job has changed in just that short period of time. Previously, marketing seemed more an art
Tag: marketing automation
This blog post focuses on clarifying what's important in integrated marketing managment, as shown in the second of three sections, titled Orchestration and Interaction. Often when I mention this product category – I receive perplexing looks due to the name we have given to this section in the full IMM visual. Previously we
What does the future hold for digital marketing? If you looked into your crystal ball, what would it reveal to you? Where will you spend scarce marketing dollars for maximum impact? Will you allocate the bulk of your marketing budget to traditional campaigns, or to digital channels? We gained an
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
Online marketers all want the same thing - for our customers to get what they want, when they want it, and with the fewest clicks possible. We already know that satisfied customers usually return, and now they share their experiences so the stakes have never been higher to get it
As mentioned in my previous post, there are a number 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 know which SAS solutions apply. It's
I have been fortunate enough to work on some of our various marketing analytics’ implementations. One specific solution I have talked about before is Customer Experience Analytics (CXA), a solution that facilitates the integration of online and offline data for better customer insights and segmentation. It is a key part of our overall
My colleague Matt Fulk and I were looking for a follow up to our white paper, Lead Management Automation Using SAS, which covered our evolution with marketing analytics. One initiative that has really been rewarding to work on has been the internal implementation of our Customer Experience Analytics solution. For me,
It should be no surprise that our marketing department here at SAS has a strong culture of measurement and accountability. As a result, it should shock nobody that we actually use our own customer intelligence solutions to help achieve our continuous improvement. My colleague, Matt Fulk, heads up the team that has been
As a marketer, one of the highlights of the SAS Financial Services Executive Summit has been the interactive session titled "Exploring and Exploiting Trends to Really Understand Today's Customer." The session involved all participants engaged in case studies, which included a facilitator and graphic artist from Matter Solutions. This session provided