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.
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]
