Smart RFM: Strategizing and Consolidating Behaviour

  • 19 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

There are three internal sources of behavioral data that marketers can use to drive engagement. The interplay between these varied sources and a combinatorial approach can drive interesting and highly practical engagement strategies. Most marketers have ready access to the following sources of transactional information. These sources of data can be aggregated and used in isolation or together to handle live situations and drive positive customer engagement.

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RFM can misbehave and here’s why –Part 1

  • 18 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Having got through the data wiring aspects of connecting real time transactions into the repository, it is tempting for Marketers to put in a Customer Value indicator in place – something like the RFM model.   This can give tangible quick wins like

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Three Baby steps to Jump Start a “Behavioral Marketing Database”

  • 17 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

We all Know Why: Given the need to focus on relevant, timely messaging to customers, it has become imperative for marketers to have access to real time customer data. The data drill down to “timely & relevant” are multi-faceted  behaviours  translating to different sources– Purchase, search, browse and abandonment from ecommerce, returns and logistics from ERP,  Engagement or Campaign Stats from ESPS and  Reviews & “Customer Speak” from Social & Speak Out portals.

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KRAs of the CMO

  • 16 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

 

The deliverables of today’s CMO have been reconstructed to demonstrate a dramatic shift towards more measurable outcomes; from brand positioning and product/service awareness towards a more quantifiable contribution towards the organization’s bottom line.

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The Evolving MO of the CMO

  • 13 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

“It is not about playing differently – it is about a different game.” (R. Bernhard & A. Olderog, Vivaldi Partners Group, 2014) The last three years have witnessed a revolutionary shift in the role of the CMO; one that has compelled us all to sit up, take notice, and make changes. From once being a purely transactional role, confined to organizational and product positioning, branding, and pricing, the role of today’s CMO is far more collaborative, calculated, and customer-centric.

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