JT on EDM

A little while ago I got an update from Unica. While Unica may seem like a slightly tangential topic for me it actually is not. Not only do I think that many efforts to adopt decision management start with customer marketing decisions (Unica’s focus as part of Enterprise Marketing Management) but Unica has done a [...]

One of the questions I get often is around how decisions and business rules relate. People want to know so they can design their system and so they can manage change. I recently got a request for a link to a post describing the difference and I realize that, though I have lots of posts [...]

Syndicated from Smart Data Collective
Arthur Hughes (author of Strategic Database Marketing) and Anna Lu of e-Dialog.com presented on predictive modeling for e-mail marketing. Arthur has been developing databases for database marketing for 30 years or so. Initially he focused on databases but found that people could not use them to make money and that led [...]

Elana Anderson, now at Unica, wrote a nice piece titled Where CRM Goes Next for Baseline Magazine. In a short piece she highlights some of the key challenges for CRM/Marketing going foward:

It must become more focused on interactive marketing, engaging with customers
It must break free from old habits like fixed campaign schedules and a focus [...]

BusinessWeek had an interesting article in December about the growth of Tesco, a British grocery chain, and on its use of data mining as a competitive weapon. Here’s a quote:
Analysts say that Tesco’s big advantage over major international rivals, which also include Germany’s Aldi and Lidl, is its unrivaled ability to manage vast reams of [...]

Tom Davenport has done some research into analytics and retail (reported here: Retailers recognise analytics as key to business transformation. Here’s a quote from the new item:
Retailers today are searching for ways to derive more customer intelligence, marketing savvy and operational insight from their overflowing databases. In addition to acknowledging that the use of analytics [...]

Great post by Elana Anderson – What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog. I have long believed that improved campaign management, like improved customer experience and improved marketing, requires a greater focus on customer treatment decisions. I have blogged before about the role of decision management in campaign management (in [...]

I got a briefing on IVIS Group’s Sonetto product this week. Sonetto is most famous as the platform for Tesco’s multi-channel strategy. Sonetto is a product designed to focus on multi-channel operations, especially (but not exclusively) multi-channel retail. They make the very valid point that multi-channel retail is complex. Not only do retailers have multiple [...]

I got a quick overview of Savvion 7.5 this week. Savvion is one of the pure-play BPM vendors with customers in Telecommunications, Media, Financial Services and Manufacturing (along with some retail and healthcare). They released version 7.5 at the end of September.
Savvion has recently been investing in domain-specific vertical solutions built on their horizontal [...]

Tim Walters of Forrester had an interesting post this week – Is Web Personalization Now A Matter Of “Thurvival”? in which he emphasized that, even in a downturn, getting better at web personalization has a payoff. Now I think personalization is a good thing and the evidence that it results in more engagement, better results [...]