Abstract This is the second part of a paper that explores how the uses of measurement systems have been evolving in marketing. The first part looked at the impact of implementing corporate strategies on marketing and the development of marketing customer communication strategies. The second part explores the types of metrics that are being used […]
Abstract This paper describes the key components of a marketing automation solution. It aims to provide a framework for discussion on the components needed to support the marketing function in a multi-channel, real-time environment. BACKGROUND The last few years have seen the campaign management vendors repositioning their applications as marketing automation solutions. One of the […]
Abstract This paper explores the evolution of customer interaction management systems and their possible place in the support of customer relationships. BACKGROUND Since early 1999 there has been an explosion in the number of technology vendors touting ‘customer interaction management systems’. In many cases it is campaign management or call centre or web personalisation technology […]
Abstract The wider availability of Geographical Information Systems (GIS) for use in marketing is encouraging growth in the business application of these technologies. This paper explores how geography is now being used to support marketing activities in a range of industry sectors. DEFINITION A Geographic Information System (GIS) is a tool that allows data that […]
Abstract This paper identifies the system requirements and marketing process impacts of trigger or event-based marketing in promoting products and services in a financial services organisation. INTRODUCTION A framework for classifying customer communications was described in a previous paper.1 This framework described five basic types of communication that need to be supported by a marketing […]
Abstract The last few years have seen an explosion in the technologies to support the Enterprise Marketing Automation Vision (EMA), as an important pillar in meeting corporate customer relationship management (CRM) objectives. Much of the effort spent by organisations is on the selection and deployment of these technologies with little recognition of the central importance […]
Abstract This paper describes the Auto-ID technology and its key components. It explores some of the issues associated with its widespread use. Finally it explores its potential business applications in marketing. INTRODUCTION The Auto-ID Center at Massachusetts Institute of Technology (MIT)1 announced the launch of version 1.0 of the EPCglobal Network in September 2003. This […]
Abstract In the author’s experience few analytical customer relationship management (CRM) projects ever see light of the day. One of the key causes is that the project advocates do not understand the central role of a solid business case and senior management engagement in the gestation process. This paper describes how a solid business case […]
By Shaun Doyle Introduction The author has been involved in a number of projects around the world where database marketing teams have been establishing Key Performance Indicators frameworks (KPI) for monitoring the effectiveness of direct marketing activities. These have ranged from simple campaign performance reporting solutions to complex customer orientated balanced scorecards. One issue that […]
By Greg Powell and Shaun Doyle Customer Acquisition via Affiliate Marketing Today, a vast majority of customers make their decisions on holidays, vacations and entertainment as a result of a review or personal testimony read online. While some of these reviews are personal reviews, most of this content is created to steer potential customers to […]