What would you do if you discovered that a completely new type of player entered your market with a ground-breaking approach? This is a situation that almost every industry faces at some point. To mention a couple of examples: The Nordic IT start-up Skype challenged telco’s bread-and-butter telephony together with
I recently read a very interesting article from McKinsey: The seven habits of highly effective digital enterprises. One of the most interesting areas successful companies are focusing on is customer centricity. It comes more and more into play as higher customer demands are pressuring traditional value chains. Marketers in several
This Friday I read a comment from recent research on marketing decision-making, which said that the majority of marketers still rely on gut feeling. Noticing at the same time that these marketers point at data as a potential key asset for the marketing department, it seems to support what I
I have been looking very much forward to sharing my thoughts and insights on marketing with you. In my everyday life as a business advisor at SAS Institute, I am in constant dialog with marketers in various industries. Here on the blog I will try to elaborate on relevant marketing
Inbound marketing was coined nearly a decade ago and as opposed to traditional outbound – or intrusive marketing if you may – inbound marketing seeks to eliminate disturbance in the buying process, allowing the potential customer to ‘design’ a truly personalized experience, delivering the right offer in the right channel
The aim of my blog series is to discuss areas essential in gearing more towards analytically-based marketing, or data-driven marketing, if you prefer that term. My first blog briefly dealt with making a plan. You need a plan in order to know where you want to get. Keeping up with
”Sanoma wants to become a truly consumer-centric and data-driven company.” Det var et af hovedbudskaberne fra Ulla Kruhse-Lehtonen, Vice President, Customer Insight and Analytics hos Sanoma, på SAS Executive Insight den 18. september i København. Det er samtidig baggrunden for virksomhedens big data-satsning. Sanoma er et større europæisk mediehus, som traditionelt
Ladies and gentlemen, Welcome to the first edition of my Integrated Marketing Management-related (IMM) blog post. I expect to cover quite an array of topics within and closely related to this arena. In order to start from the base, let me introduce you to a saying in Finnish: Hyvin suunniteltu
Stine Raaholt er specialist i direct marketing og har igennem de seneste 7 år arbejdet for Kræftens Bekæmpelse. Hun holder på SAS Forum d. 18 september et indlæg, hvor hun fortæller om et spændende projekt, der p.t. kører på højtryk. Jeg fangede hende på telefonen for at finde ud af mere
