Marketers: Shed Desktop Mindset, Mobile is The Tool of Customer Acquisition In 2017, approx. 197 billion mobile apps were downloaded from app stores. This type of app store competition, integrated with faster technology development in the industry, makes new customer acq
How to Combine Marketing Mix Modeling with Attribution Modeling? For decades, traditional marketers faced a challenge while allotting their marketing budgets among various marketing channels. Today, with the advent of digital modes of communication such as television and
Why Adaptive Personalization is Getting Critical for Business? Way back in 2010, one of the conclusions of the IBM ‘Global CEO Study’ was the acknowledgment by 88% of CEOs that their priority was to get their businesses closer to customers in the next five years. Yet her
Why Your Business Needs Emotion-based Customer Segmentation An article published in the Harvard Business Review (HBR) recently citing fresh research tries to initiate renewed debate on the importance of customer emotions in a marketing ecosystem. It calls for enterprises
The many benefits of customer segmentation This is the last in the series of the ‘Operationalizing Data Analytics’ blog posts but certainly not the least important. Readers may recall an earlier post in this series called, ‘How To Build A Customer Profile Base’. Today’s
In my previous blog post, we learned how to build a customer profile database, and the challenges while doing so. Taking off from there, today, I shall explain how to go about making a prospects list. Definition: A prospects list is a place very much like a catalog of th
How to Build a Customer Profile Database? As I had promised in my previous post, I start today’s post by explaining how an Enterprise can operationalize analytics. The biggest challenge before any Enterprise, be it a B2B or B2C company, is – getting to know the cu
An enterprise may have deployed analytics to read the patterns within its data but sometimes, businesses fail to effectively operationalize analytics. This is as good as pouring money down the drain as adopting analytics is only a job half done; ask any data scientist an
This line in a news report in London’s The Guardian – First they (Google) came for your search, then they came for your phone, now they want your groceries – seems like a wake-up call for retail grocers. The report was about the search major announcing that Goo
