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precision marketing

I got a chance to catch up with FICO’s Marketing products as part of our ongoing blog series on Marketing Decision Management solutions. FICO has been transitioning from using its tools to build custom marketing solutions to delivering a complete solution specifically for marketing. They also acquired Entiera about a year ago and have integrated [...]

Marketing is a great use case for Decision Management and we see this reflected in the  growing interest in using Decision Management Systems  to improve retention, increase cross-sell and up-sell, develop customers over time and improve customer satisfaction – key objectives of a successful marketing organization. In fact using analytics, especially predictive analytics, business rules [...]

First Look – G Stat

G-Stat is a privately held Israeli company focused on advanced analytical and data mining solutions. The founder of G-Stat began his career as an econometrician, focusing on large time-series data initially. Then he worked at the Bank of Israel in IT helping translate what the economists and others needed into information systems. He rapidly became [...]

I am presenting at a Unica sponsored webinar with Suresh Vittal of Forrester on Centralized Decisioning. Suresh has some great material on why companies must adopt centralized decisioning to remain, or become, effective marketers. I will discuss the core requirements for a centralized decisioning engine.

I was reading Campaign Management Needs A Reboot by Suresh Vittal – Forrester Research recently as part of preparing for a webinar with Surresh (he and I are both presenting at a Unica webinar on Centralized Decisioning on the 22nd of this month). The paper make some great points and I particular liked the 8 [...]

Ginger Conlon had a nice post this week – Don’t Blast. Target. – Think customers: The 1to1 Blog. many marketers are still drawn to the ease of blasting to a broad audience, instead of targeting for maximum impact among those most likely to respond If you are trying to make this transition from blasting to [...]

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 [...]

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Book Review – The Long Tail

[amazonify]1401302378:right[/amazonify][amazonify]1401302378::text::::The Long Tail: Why the Future of Business is Selling Less of More[/amazonify] Chris Anderson does a nice job of introducing some key concepts that are redefining business in the Internet era. As he says “The era of one-size-fits-all is ending, and in its place is something new, a market of multitudes”. In this world [...]