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Competing on Customer Intelligence: Building Competitive Advantage Based on the 3 I's of Marketing

White Paper Published By: SAS

This white paper provides a blueprint for action for senior marketers and decision makers across the enterprise. It provides straightforward advice on how to build a more durable and profitable customer base by building a more competitive business model, enabling customer-centric business strategies in a product-centric organization, turning expanding volumes of customer data into actionable insight for smarter decision making, and providing a roadmap for integrating technology to achieve competitive advantage.



Tags : 
competitive advantage, customer data, data collection, business intelligence, customer intelligence, sas, data management/analytics

SAS
Published:  Sep 25, 2008
Type:  White Paper
Length:  34 pages

WHITE PAPER
Competing On Customer IntelligenceBuilding Competitive Advantage Based on the Four P's Three I's of MarketingCompeting On Customer Intelligence
Table of Contents
Executive Overview...................................................................................... 1 The Case For Change............................................................................. 2 1. Increasing Marketing Complexity ........................................................2 2. Demand for Accountability .................................................................3 3. Empowered Customers......................................................................3The Three I's of Marketing........................................................................... 4The Customer-Centric Business Model....................................................... 6 I. Deepen Customer Insight - Smarter Decisions Through Analytics ..... 7 1. Manage Customer Data......................................................................7 2. Predict Customer Behavior.................................................................9 3. Profile and Segment Customers........................................................11 II. Choreograph Customer Interaction - Improved Customer Experience Management...................................................................... 13 4. Manage and Optimize Segment Strategies........................................13 5. Engage High-Potential Customers....................................................15 III. Continuously Improve Marketing Performance - Measuring and Reporting What Matters................................................................. 18 6. Measure and Report.........................................................................18 7. Optimize Marketing Investment.........................................................20 8. Learn and Improve............................................................................22The Value of Integrated Technologies........................................................ 24A Growth Path to Evolve............................................................................. 25Conclusion: Now Is the Time to Act........................................................... 26Five Top Takeaways.................................................................................... 27ŽSAS Customer Intelligence Solutions....................................................... 29About SAS................................................................................................... 30About the Author........................................................................................ 30Footnotes.................................................................................................... 31
iCompeting On Customer Intelligence
Executive Overview
Every CMO is focused on growing a durable and profitable customer base - customers are, in the end, the source of all profits. However, growing a profitable customer base is becoming increasingly difficult. The world of marketing is undergoing dramatic changes in response to three driving forces: What to expect 1. Increased marketing complexity; This white paper is a practical guide for senior marketers and decision 2. Increased demand for marketing accountability; and makers across the enterprise. It 3. A major power shift to customers. provides straightforward advice on how to build a more durable and These forces are challenging senior marketing executives to reinvent their business models around their customers. The problem: How does a company profitable customer base by: become customer-centric while the organizational structure remains . Building a more competitive product-centric? business model based on the three I's of marketing. While there has never been a time of greater marketing challenge, today's . Enabling customer-centric technology has matured to empower marketers to make smarter decisions. It's all about harnessing the power of the digital information that's piling up all around business strategies in a us. Never before could marketers compile so much information about customers product-centric organization. and markets, transfer that information into actionable knowledge and guide . Turning expanding volumes the investment of resources with greater precision. It's a wonderful ti... [download for more]

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