by Marina Erulkar | May 3, 2017 | Big Data, Customer Acquisition, Customer Relationship, Customer Segmentation, Increase Revenue, Process Efficiency
There is a popular marketing practice based on customer personas. The approach defines simple customer segmentation by demographic descriptors, and then essentially targets like groups with tailored messages. Full disclosure: I was never a believer. The underlying...
by Marina Erulkar | Mar 5, 2017 | Analytics, Big Data, Customer Intelligence, Marketing, Strategy
“Everything comes back to Big Data.” This was a network security consultant’s conclusion. He was telling me about an international retailer’s data breach. The retailer had warnings that a breach was imminent. However, those warnings were lost among the millions of...
by Marina Erulkar | Jun 6, 2016 | Big Data, Customer Analytics, Customer Intelligence, Strategy
Of course, we are all talking about big data. And we should be: It promises precision, real-time targeting, improved engagement and acquisition, competitive advantage—and faster growth and greater revenue. To realize the full promise, however, we must admit that big...
by Marina Erulkar | Feb 7, 2016 | Big Data, Critical Thinking, Customer Analytics, Customer Intelligence, Marketing Technology, Strategy
I attended a software demo this week. The product required the input of prospect attributes and then captured the prescribed online behavior. Prospects demonstrating the defined behavior formed a new segment and could be marketed as a like group. The developer...
