by Marina Erulkar | Feb 7, 2017 | Customer Intelligence, Marketing, Strategy
I spoke with a CMO recently who claimed that he and his team were experts at the new way of marketing technology. I was taken aback by the assertion. It’s not that I doubted him. But what matters is how prospects are buying. We necessarily must market to their needs...
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...
