Database Marketing & CRM: Challenges and Opportunities
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Presentation by Dave Frankland, Principal Analyst, Forrester Research. Given at the PMA Digital Marketing Summit: Fast Forward 2011 on December 3, 2009
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Database Marketing & CRM: Challenges and Opportunities
- 1. Database marketing and CRM: Challenge and opportunity Dave Frankland Principal Analyst Forrester Research
- 4. Brand management’s roots are hub & spoke Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report
- 5. Chaos reigns in marketing organizations Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report
- 6. Brand management will shift focus
- 8. Process: Customer intelligence raises the role of analytics Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report
- 9. Enter Customer Intelligence The management and analysis of customer data from all sources, used to drive marketing performance and business strategy.
- 10. CI comprises multiple functions October 2009 “The Intelligent Approach To Customer Intelligence”
- 11. CI drives a broad range of activity
- 13. Thank you Entire contents © 2009 Forrester Research, Inc. All rights reserved. Dave Frankland +1 617.613.6118 [email_address] Linkedin: davefrankland @dfrankland Blog: http://blogs.forrester.com/customer_intelligence/ CI site: www.forrester.com/rb/ci
Hinweis der Redaktion
- His command and control system made each brand manager a mini general—ready to fight for his brand and prove its mettle in battle every day. Since that day this has more or less been the accepted approach to brand maangement
- Add to that the explosion in channels; in digital and socail, the rise of the empowered consumer,. Of long tail retailers and of real time consumer feedback and brand managers find themselves with a model whose center no longer holds.