Analytical Marketing
Marketing is one of a very few domains that took way too long to embrace value of technology in its business structure. Nonetheless, things are changing today and there are many innovations in the area of marketing in conjunction with technology.
Since the last 10 odd years, we are witnessing a sea change in how marketing businesses is being conducted. In the last few years alone, I have personally witnessed how tele-marketing channel has matured (or better, is maturing).
I have been in Analytical Marketing AKA “Analytical Customer Relationship Management” industry since the last few years. In this weblog I have planned to publish a few posts on how Analtyics and Technology can play a role in Marketing business and their associated business values.
The following table has links to some of the entries in this Blog related to Analytical Marketing/CRM arena, trust you find it useful. I would be delighted to engage in a dialogue with you to understand your perspective on this subject. Please do leave your footprint at end of the entry/entries you read. Alternately, you can mail me at arun[at]transcentis[dot]com
| Post Synopsis | Subject Line and Hyperlink |
|---|---|
| Above the Line Marketing (ATL) as we know it is changing, infact has started absorbing Below The Line (BTL) approaches into it. Industry: All Industries |
A equals B and not Vice Versa |
| Role of Technology and Analytics is increasing in Telecommunication industry, a couple of example which highlights these points.
Industry: Telecommunication |
Wine Matters Not Shape or Size of the Bottle |
| Marketing gurus have reduced using “Market Share”, which was one of the focus areas in traditional marketing. These days, “Share-of-Wallet” takes precedence over the former term.
Industry: All Industries |
Market share could mean nothing |
| What can marketers learn from a Waiter in a Restaurant, what he does and what a Marketer doesn’t is covered in this post.
Industry: All Industries |
Values that Blind |
| Market Basket Analysis is just the beginning of the product association exercise, appropriate execution strategies should be in place to be effective leverage value of such analysis
Industry: Retailing |
It’s Musical Chair Time in Retailing |
| Sending an offer to a customer has an impact on the organization’s bottom-line. It is imperative to ensure the offer would make sense to the customer thus increased returns. If not, a trash can would the offer’s recipient.
Industry: All Industries |
Trashcan full of Cross-Sell Offers |
| Telecom Industry Governing body is defining new rules to ensure subscriber’s privacy are kept intact and insisting contact-center channel owners to control their never-ending appetite
Industry: All Industries |
Customer Governance without Customers |
| Telecommunication Industry Governing body has implemented a new rule to protect roaming customers’s wallet. Read this post to understand how the rules are being laid.
Industry: All Industries |
Want a peaceful life? Please roam |
| It is essential to honor Customer Privacy Policies very strictly. Customers who know they are respected are sure to come back and buy more from you . Industry: Telecommunication | Upholding Privacy Upholds Consistent Returns |
| Importance of Data Management should be underestimated in Analytical Marketing endeavors. What goes into the fancy Analytical CRM Solution determines the value it can give out.
Industry: All Industries |
Welcome to the Genderless society |
| Data Management is one of the key cornerstones that needs to be laid for your enterprise to reap benefits (read ROI) from your CRM endeavors, please do pay Data Management’ due attention.
Industry: All Industries |
The “A” of Analytical Marketing - Data Management |
| Millions of Customers as part of your portfolio never means you have millions worth of business from them. If you choose to be greedy, be greedy on quality to provided to a small set of customers instead of giving awful service to a customer base that equals a size of a nordic country.
Industry: All Industries |
Business Value is not always directly proportional to Number of Customers |
| Pocket Calculator has a very userfriendly interface, is that good enough to handle your relationship with customers effectively? Assuming you said “NO”, it is imperative NOT to blown by a simple interface for marketing management without having adequate muscle beneath.
Industry: Telecommunication |
Imagining a Pocket Calculator as an Enterprise Business Solution |
| A few Loyalty Programmes have the habit of toggling customers between multiple plans, though ones go upward accept the movement quite well, not-so-great-consistent-performers often feel terribel knowing the Gold has turned Silver. Watchout when you are playing with the Emotional aspect of your relationship with Customers.
Industry: Loyalty Programme |
Toggling your Customers between Platinum and Gold |
| A few folks in marketing that comes with traditional marketing (advertising/media-planning/BTL) background have the habit of settling for single digit response for marketing programmes. This is so wrong! There is no hard-and-fast rule to always have around 2% response rate for your campaigns.
Industry: All Industries |
Age Old Couple - Direct Marketing and 2% Response Rates |
