How do manufacturers fit into omni-channel marketing

With advancing technology and shifting customer behaviour the multi-channel environment is evolving into omni-channel marketing. Ensuring that consumers get a seamless consumer experience no matter what channel they are using is a challenge that retailers are starting to address by implementing omni-channel strategies across their organizations. How do manufacturers fall into this strategy? Is omni-channel something that manufacturers should be concerned with? Considering how intertwined manufacturers and retailers are they…

Top 5 Reasons that Telematics/Big Data are displacing market research

Consumer telematics is muscling in on traditional market research and for some very good reasons. If market research is like using a microscope then consumer telematics is like using the Hubble space telescope. To be more specific here are the five reasons that traditional market research and customer experience studies come up short. Reason #1: People lie “Lying” is a strong word. But the truth is that customer responses are…

Five reasons that Big Data initiatives go wrong

Gartner’s 2012 hype cycle is not optimistic on Big Data*. The technology is shown as near the “peak of inflated expectations” just about to go over the cliff into the “trough of disillusionment”. The bubble seems ready to pop when the skepticism is so commonplace and the warnings so dire. Even so… this is as yet a young technology and it is difficult to predict its trajectory. I will however list the five…

Analytical Maturity Model for Marketing Processes

The marketing process maturity model presented below identifies the practices that distinguish laggards from leaders like Amazon.com, Netflix, Harrah’s Entertainment and Proctor & Gamble who are using data to continuously hone their strategy and beat the competition. The summary chart below represents the five stages in analytical maturity and the curve running through the graph represents the evolution path to achieving the Level 5 Optimized maturity stage. Click on the…