Research

Data and Analytics Trends Impacting Marketing - PART 1:  Channels and Personalization

By Michael Koved, Aug 30, 2018

Available to Research & Advisory Network Clients Only

Analytics advances are accelerating at an unprecedented pace, and perhaps nowhere more quickly than in marketing. Advances in computing hardware, software applications and delivery channels enable marketers to deliver timely and relevant messages to customers in ways that were unimaginable five or 10 years ago. New data sources are becoming available, and innovative ways to use data to shape the customer experience continue to push the envelope of possibilities. However, keeping track of the advances and being able to decipher which are relevant to your reality has a direct inverse relationship to the rate of change.

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Traditionally, large organizations have both a research organization and a customer analytics organization that are distinct from each other and often in entirely different chains of command. I have seen many organizations where there is tension between these two organizations. Neither seems willing to acknowledge the value of the other and this causes opportunities to be missed. Today, organizations need to challenge the old assumption that these groups should be separated.

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Operational Excellence is the New Customer Intimacy

By Geoffrey Moore, Jul 24, 2018

Michael Treacy and Fred Wiersema argue that market leaders achieve competitive advantage by excelling in one of three value creation disciplines: product leadership, customer intimacy, or operational excellence. This blog discusses how digital transformation is rocking this institution and allowing operational excellence to trump customer intimacy.

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Predictive Analytics World 2018

By Bill Franks, Jun 26, 2018

Available to Research & Advisory Network Clients Only

IIA attended the Predictive Analytics World (PAW) show in Las Vegas, June 6–7, 2018. This year the show had a new format called “Mega PAW” where a number of (previously individual) PAW shows were all housed together under one roof. Some of the keynotes were shared by all attendees, while the breakouts were segmented by topic. All of the sessions IIA attended were in the business track. In this event summary, the key points from each session attended will be provided, as will some commentary on IIA’s thoughts about the topic.

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Data Management Platforms and Audience Building

By Michael Koved, May 21, 2018

Available to Research & Advisory Network Clients Only

To identify customers and potential customers, Marketers use a Data Management Platform (DMP) to build audiences and track campaign results. DMPs leverage sophisticated customer identification capabilities to enable Marketers to integrate disparate and specialized customer level data to build audiences, track results and gauge success. DMPs improve response rates and cost-efficiency through better targeting. This paper provides an overview of how DMPs work and share practitioner tips for leveraging DMPs and getting the best from yours.

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The issue of unwanted and unknowing data sharing has been framed in the interviews with Facebook execs as protection of your personal data. But that’s not a completely accurate way to characterize the situation. The gathering of social data expands geometrically as the reach of the new social data aggregators and those who leverage popular social platforms grow.

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Who thought Domino’s Could be a Disruptor?

By Julia Oswald, May 08, 2018

Available to Research & Advisory Network Clients Only

2018 Analytics Symposium – Santa Clara Session Recording

How has Domino’s become such a dominating force in the Quick Serve Industry? Julia Oswald’s presentation shared the key drivers of this success. Domino’s broad strategy is to be a part of the disruption. The company has three key tenants to achieve this strategy:

1) Craft food that they are proud of, 2) Drive growth in the carryout business and 3) Aggressively innovate and invest in digital and in-house analytics. The progression of the Strategy and Insights department has been a crucial element across all three tenants of Domino’s strategy. Julia shared philosophies and some of the details about how the company has and plans to continue to be a disruptor in the category.

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When it comes to cutting-edge analytics initiatives, you’re probably more inclined to think of companies like Amazon and Netflix, which have become synonymous with the savvy use of analytics to gauge customer affinity and deliver recommendations. But pharma companies are—or could be—well equipped to leverage data and analytics to deliver an even better informed and better targeted customer experience.

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Inquiry Response: Using Social Media to Inform Customer Segmentation

By IIA Expert, Feb 19, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We’re keen to understand the needs and attitudes of our clients so we can better tailor our communications and suggest additional services. How have others used third-party data to better understand their customers?

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While many companies are investing in online and other digital tools, most have not developed a comprehensive omnichannel strategy to deliver great customer experiences over multiple customer touch points. Legacy marketing mindsets, just like legacy IT mindsets undermine the ability of companies to explore and experiment with all whole new range of digitally enabled customer engagement tools.

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