3482 information technology white papers from 528 companies
Company: IBM United Kingdom Limited
Category: Statistical Data Analysis
Published: December 2012
While Marketing has always been responsible for knowing the customer, now they are required to understand and respond to customers as individuals.
Marketing can only do this if they can manage vast amounts of unstructured data, make sense of it with analytics, and generate insights that are predictive, not just historical-all on a massive scale.
To connect with individual customers at every touch point effectively, they need a system of engagement that maximizes value with each interaction.
And they need each touch to marry the culture of the organiszation with the brand to create authentic experiences that consistently deliver the brand promise. The way to achieve this unprecedented transformation is through technology.
The paper looks at how CMOs and CIOs should be working together for their mutual benefit and success of the enterprise and if they aren't doing this today, what can they should be doing differently?
Rating: + 3
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