by Marina Erulkar | Jan 1, 2018 | Analytics, Big Data, Critical Thinking, Customer Acquisition, Customer Growth, Customer Retention, Marketing Technology
Data is the rich foundation for customer intelligence. So much can be learned and applied to speed acquisition of the right customers, grow them to full potential, and retain valuable existing customers. All too often though, companies spend their time exactly where...
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 | Oct 1, 2016 | Customer Acquisition, Customer Analytics, Customer Intelligence, Increase Revenue, Marketing
Data is the raw material for deriving business and marketing intelligence. So much must go right to form that intelligence: ensuring that data is accurate, clean, complete, available, relevant, applicable, and actionable. And those are just table stakes. Actually...
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...
