Demystifying predictive analytics: train and drive adoption

Saken Kulkarni, Slalom Consulting

Saken Kulkarni

By now your retail organization has analyzed the status quo, evaluated its infrastructure, designed its analysis, and visualized its data. Congratulations! You’ve gleaned rich insights using governed data that will truly drive your organization forward. But your insights will remain idling at the starting line unless you can spread the customer analytics gospel. Welcome to the final step in your predictive analytics journey toward customer centricity: train your users and drive adoption across the enterprise.

 

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Marketing Pros Can’t Hide Behind Their Desks Anymore

or, What One Marketer Pondered at the IBM Unica MIS 2011 Conference

Slalom Marketing Solutions Architect Michele Grant

Michele Grant is a Marketing Solutions Architect with Slaloms Atlanta office. She is passionate about creating integrated, multi-channel marketing strategies that take advantage of the latest in marketing automation and resource management technologies.

“The best way to predict the future is to create it.”
– Peter Drucker

We want what we want, when we want it, where we want it. This is the reality of today’s customer. The empowered customer.

But most of the time, we don’t get it, do we? We always have some critique of our customer experience, we always want something a little more, a little different.

As marketers we struggle to understand how to address these needs, even as we, in our customer guise, get it. We’re bound by fences on every side: limits in time, technology, resources, a focus on the tactical rather than the strategic, common misunderstandings over purpose and vision, and an inability to translate between what was, what is, and what is to come.

Sitting in the first general session at the IBM Unica MIS 2011 Conference, I was struck by how much the conference themes seemed to shine a light on these issues. Words like customer-centricity, smarter commerce, and social business bring into focus a need for a change in how we as marketers do what we do. The customer has the advantage over the marketer through Read more of this post

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