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EMM Summit: Analytical CRM will form crux of future marketing decisions, predict marketing gurus

20-January-2006
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EMM Summit: Analytical CRM will form crux of future marketing decisions, predict marketing gurus

Editor-in-Chief of Crmguru.com, Bob Thompson and Paul Berger, Professor of Marketing and Quantitative Methods at the School of Management, Boston University have predicted that Analytical CRM will form the basis of key marketing decisions for all organisations going forward. They were the lead speakers at the EMM India Summit 2006 that was held for the first time in Mumbai by Xerago & Unica Corporation.

Thompson, who is also the founder-CEO of CustomerThink Corp and considered the ‘University of CRM’, had the audience in rapt attention as he shared his thoughts on how Analytical CRM would be critical in enterprise marketing to help acquire, retain and grow customers in his presentation, “CRM as business strategy”.

Thompson also emphasised on how organisations should have successful vision creation process that feeds objective decision making with the right inputs and insights.

Paul Berger who has co-authored a number of books such as, “Direct Marketing Management”, “Experimental Design with Applications in Management, Engineering, and The Sciences”, “Cases in Business Statistics.” gave an overview on experimental design that forms the backbone in marketing decision making.

He also spent some time highlighting the benefits of Customer Lifetime Value (CLTV) methods and explaining how organisations should plan and deploy CLTV in their organisations.

Ajay Kelkar, VP and Head-Marketing, HDFC Bank, and Donald MacDonald, Head of Event based Marketing, OCBC Bank, Singapore, also made a presentation on how their companies were successfully using Analytical CRM tools to get higher return on investment from their marketing spends.

They suggested how to take service on to the front foot by delivering superior customer experience using proactive Event Based Servicing techniques.

Donald also outlined the challenges faced in moving an enterprise from traditional product push campaigns to an event based approach in which communications are initiated based upon significant changes in individual customer behaviour.

Bruce Brown, Managing Director, Unica Asia-Pacific, gave insight into Unica’s vision of supporting business leaders in India in addressing their overall marketing performance. Following from Bob Thompson’s suggested framework, Unica positioned Enterprise Marketing Management as a structured solution encompassing human resources, best practices and appropriate technologies in making marketing more effective and critical for business success.

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