In our last post I introduced to you the SPIRAL Framework that can help marketers plan their technology roadmap. But a framework is directional in nature and the nitty-gritties of the individual phases are critical for ensuring outcomes.

One of my more interesting conversations as a Marketing Technology Consultant was with a Fortune 500 Marketing division some time ago.

Association analysis – in the context of consumer product affinity, is also called Market Basket Analysis. It is an unsupervised algorithm – easier to comprehend if you understand the supervised model. Consider a case where the temperature and humidity in a particular location are given, you are trying

The goal of classification is to build rules or models and represent them in a simple readable form using past decisions. There are multiple techniques that can accomplish this task of gleaning intelligence from existing data – Neural Networks, SVMs, Decision Trees and so on.

Clustering is the task of grouping a set of objects so that objects in the same group are more similar to each other than objects in another group.  Well, now that the formal definition is through, we can get down to brass tacks – just replace the term objects in the definition with “customers “ and we’ll be on our way.

The Data Model per se, is a critical element in performance management not just for marketing platforms but any enterprise application that is data driven. No Surprise, that this is possibly the least focused on area on Marketing platforms.

We looked at the business impacts of the build process and how every marketer needs to worry about it. Here’s a technical dimension to managing the campaign build process effectively, though as a solution it is challenging to implement unless you own the marketing platform lock, stock and barrel.

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.