Skip to main content

Big Data Accelerates the CRM Data Race


Check out my recent article on how Big Data impacts CRM practice in the CIO Review magazine:
http://customer-relationship-mangement.cioreview.com/cxoinsight/big-data-accelerates-the-crm-race-nid-12861-cid-108.html


Synopsis:
By layering the where, when, how, and with whom from disparate sources on top of a single brand’s myopic relationship, Big Data is able to unlock the why of an individual’s purchase and use behavior.

The most mature companies (Amazon, Google, Facebook) apply aggressive tactics to capture and apply information from all of the four potential data sources:  Internal, 3rd party, Consortium, Aggressive Capture.  In doing so, they are creating a superior position to better understand and engage customers compared with competitors.

Big Data combined with CRM and Marketing Automation tools is incredibly powerful.  Companies need to ensure the application of the information is applied with sensitivity to avoid the risks of being creepy.  

Comments

Post a Comment

Popular posts from this blog

4 Questions to Craft a Contact Management Strategy

Communication used to be limited by the challenges of the message transfer mechanism and cost.  Print, telegraph, telephone, all have limitations in terms of delivery regardless of the demand.  Today’s Marketing challenge is the reverse; unfettered and almost free delivery of communications to an audience with limited attention.  In this supersaturated environment, contact management is key to cutting through the noise to maximize the reach, impact, and cost of your communications .  When you finish this blog, you will have a 4 step formula to create a successful contact management strategy for your business.   Often coupled with a Customer Relationship Management ( CRM ) system, contact management focuses on the capture, storage and retrieval of customer contact details.  A more advanced interpretation supported by sophisticated CRM and marketing automation tools like Marketo or Eloqua , contact management is the systematic management of customer co...
46 comments
Read more

TMobile's entry into Advertising Fame

In spite of their frequency and production value, every once in a while an advertisement makes an unforgettable impact that propels your own thinking in synch with the brand positioning.   True moments of advertising genius, the kumbaya of “Id like to buy the world a coke ”, the jolt to attention from Apples hammer throw .  And now I submit to the royal roster of the indelibles: Pests by TMobile.     How could I be suggesting to add an Eddie Money song to the greatest desert island song list of advertisements you ask?  In their latest campaign, TMobile has completely changed the narrative related to an industry standard: Fees.  Persistent paper cuts in the pursuit of commerce, fees are a known and deeply resented phenomenon.  Indeed, along with coverage, fees are one of the most quoted pain point for customers.    And yet a significant portion of customers still accept additional fee structures even when there are altern...
17 comments
Read more

Creating a Customer Experience Command Center

The concept of a using a dashboard of key performance indicators ( KPI’s ) to measure and manage a business is commonplace.  In boardrooms across the world executives are busy looking at detailed charts and graphs that outline their latest sales and operational metrics.  But in almost every case, those dashboards focus on business outcomes rather than the customer journey.  As business evolve to more customer-centric models, so too should their dashboards.  As obvious as this may sound, I hadn’t put the 2 together in quite as powerful way until I had the great fortune to see Jeanne Bliss present at a recent company event.  Author and Customer officer for 5 major US corporations, Jean is an amazingly energetic and straightforward leader who has a long track record of blazing the customer trail and making change happen.  Out of the many riveting topics Jean shared, I was most inspired by the concept of a Customer Command Center .  Here’s 5 poin...
37 comments
Read more