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 âUniversity of CRMâ, 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, âCRM as business strategyâ.
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, âDirect Marketing Managementâ, âExperimental Design with Applications in Management, Engineering, and The Sciencesâ, âCases in Business Statistics.â 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 Unicaâs vision of supporting business leaders in India in addressing their overall marketing performance. Following from Bob Thompsonâs 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.
Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker Indiaâs performance and a lot more
Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.
Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer
Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever
The new Ogilvy mantra is about being obsessive about and taking ownership of every aspect of the brand.
Today we have father-daughter duo, Rana Kapoor, Founder, MD & CEO, YES Bank, and Roshini Kapoor, Co- founder of the Three Sisters, talking about family trips and motivational thoughts