How Marketing Can Get a Complete Picture of the  Organisation’s Customer Base                                             ...
About the CMO Asia Summit 2013  The      Marketing     Network         –  marcus evans Summits group                  This...
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How Marketing Can Get a Complete Picture of the Organisation’s Customer Base - David Rosen, TIBCO Loyalty Lab


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David Rosen of TIBCO Loyalty Lab, a sponsor company at the marcus evans CMO Asia Summit 2013, on leveraging technology in the marketing function.

Interview with: David Rosen, Strategy Analytics and Consumer Insights, TIBCO Loyalty Lab

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How Marketing Can Get a Complete Picture of the Organisation’s Customer Base - David Rosen, TIBCO Loyalty Lab

  1. 1. How Marketing Can Get a Complete Picture of the Organisation’s Customer Base How could they better analyse advantage. In loyalty programmes, trends and turn data into actionable many are matching competitors but few insights? are striving for real success in the market by taking a proactive approach. The most important thing a CMO can do with analytics is uncover trends and Any final words of advice? anomalies quickly, and act to suppress or amplify the changes. But this is much Innovate faster, leverage technology to easier said than done. test new ideas and approaches quickly, and grow those that work. Uncovering anomalies is often like peeling an onion. The real change It is no longer satisfactory to look at in customer behaviour lays a few levels marketing metrics on a quarterly orInterview with: David Rosen, deep. monthly basis. Measurement needs toStrategy Analytics and Consumer be real time, as do marketing initiatives.Insights, TIBCO Loyalty Lab Marketing is not an isolated endeavour, so it is important to get a complete picture of what is going on with theChief Marketing Officers (CMOs) can customer base. Once you find theleverage technology to turn data from a nuggets of information, it is just asburden into an asset, according to David important to impart change as quicklyRosen, Strategy Analytics and as possible, i.e. to have rapid “test andConsumer Insights, TIBCO Loyalty learn” cycles. This is what dramaticallyLab. They can use analytics to get acomplete picture of their organisation’scustomer base, uncover trends and changes market dynamics and where the real value of technology lies. Marketingimpart change as quickly as possible. The real benefit of harnessing this is not anThis is where the real value of information effectively is the speed attechnology lies, he unveils. which innovation occurs. Marketers who are leveraging analytics and real-timeFrom a sponsor company attending the systems to market to their customersmarcus evans CMO Asia Summit are simply beating out their2013, in Macao, China, 27 - 29 May,Rosen discusses how the marketingfunction can utilise analytics to turn big competition. We are seeing it again and again. An example is location-based offers via mobile. isolateddata into an asset that impacts bottom endeavourline results. What do CMOs overlook that you consider critical?What issues are challenging CMOsin Asia today? First and foremost, they must leverage technology. Things are often still doneDealing with data in silos and from manually, leading to inefficiencies anddisparate sources is a major challenge “slow” marketing initiatives.for them. I often hear Marketers in Asiasay they have different data in different Also critical today is leveraging data viasystems, and do not know what to do predictive analytics. Through this theywith it. CMO can leverage technology to can proactively deliver targetedturn this from a burden into an asset. communications, which in turn driveThere are tools for them to explore, repeat purchases. Leveraging data theyconsolidate and act on data to directly do not already have, but can have (suchimpact the bottom line. as social), will give them a competitive
  2. 2. About the CMO Asia Summit 2013 The Marketing Network – marcus evans Summits group This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao, delivers peer-to-peer information China, 27 - 29 May 2013. Offering much more than any conference, exhibition or on strategic matters, professional trade show, this exclusive meeting will bring together esteemed marketing trends and breakthrough professionals and solution providers to a highly focused and interactive networking innovations. event. Please note that the Summit is a Contact closed business event and the number of participants strictly Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits limited. Division Tel: + 357 22 849 313 Email: For more information please send an email to All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout TIBCO Software Inc.TIBCO Software Inc. (NASDAQ: TIBX) is a provider of infrastructure software for companies to use on-premise or as part of cloudcomputing environments. Whether it’s efficient claims or trade processing, cross-selling products based on real-time customerbehavior, or averting a crisis before it happens, TIBCO provides companies the two-second advantage® – the ability to capture theright information, at the right time, and act on it preemptively for a competitive advantage. More than 4,000 customers worldwiderely on TIBCO to manage information, decisions, processes, and applications in real time. Learn more at www.tibco.comAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Australia) - www.cmoanzsummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: