by Marina Erulkar | Sep 1, 2017 | Customer Experience, Customer Optimization, Customer Relationship, Strategy
Like any human, I am subject to dark thoughts. Here is the worst of mine: “I would be so happy if I never purchased anything ever again.” That darkness occurs whenever there is unnecessary, frustrating friction in my customer experience. I appreciate that so many...
by Marina Erulkar | Jul 2, 2017 | Customer Intelligence, Customer Optimization, Customer Relationship
In a recent study, Forrester projected that $2.9 billion of budget will be moved from digital ads in the next year. The report notes: “Display advertising never worked like we pretended… CMOs know this already, but nobody wants to talk about it.” With $2.9...
by Marina Erulkar | Jun 2, 2017 | Customer Intelligence, Customer Optimization, Customer Relationship, Customer Segmentation, Increase Revenue
Forrester offered a splashy prediction recently: The End of Advertising! The more significant statement followed the comma: the “beginning” of customer relationships. Not to split hairs here, but there was a time when companies routinely engaged in CRM (Customer...
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 | Jun 4, 2016 | Analytics, Customer Intelligence, Customer Relationship, Process Efficiency
Technology supports the collection of data from a myriad of sources: websites, real life, social, on and on. That data has so much potential for improving our understanding of customers’ needs and their decision processes. Because of the opportunity to improve...
