Archived Webcasts
Are the CMO and CFO Marching in the Same Strategic Direction?
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Synopsis
Today's top marketing organizations have tightly aligned themselves with finance. This webcast addresses the key elements of an effective CMO-CFO Alignment Initiative. You'll learn:
- How recognized enterprises have overcome the hurdles associated with marketing-finance misalignment to establish rigorous and disciplined measurement processes.
- How to define, and make operational, credible marketing measures.
- What gap closure steps you can take today to help improve marketing and finance alignment.
Leveraging Customer Lifetime Value to Increase Return on Marketing Investment
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Synopsis
As “one-to-one marketing” begins to permeate mainstream business practices, organizations in highly competitive and saturated markets struggle to gain an advantage over one another. As part of the ongoing effort to differentiate products and services, best-in-breed organizations are now using a tool called Customer Lifetime Value help project the value of a customer over the entire history of that customer's relationship with a company.” This webinar will explore the typical uses of Customer Lifetime Value within best-in-breed organizations.
1) Reduce costs
2) Increase current revenue and profit streams
3) Extend revenue and profit streams
Using Analytics to Uncover The Cause vs. Treating The Symptoms
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Synopsis
Despite significant investments in technology and an abundance of data, many companies repeatedly struggle to improve results on their marketing efforts. Why? In many cases, they are addressing the symptoms rather than the causes of their customers' issues.
This webcast explores how predictive analytics can be utilized to uncover root cause issues for companies so they can treat problems, not just symptoms. We also discuss the ways in which root cause treatment can successfully eliminate systemic challenges within companies.
Building Blocks to Evolving Your Analytic Practice
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Synopsis
In any competitive market, the ability to leverage data to understand a customer's next move is essential. This is particularly true in businesses driven by ongoing relationships and a steady stream of customer data. For that reason, companies in relationship-driven industries, from telecommunications to banking, must continuously evolve their use of customer data to stay competitive. To achieve a competitive advantage in customer marketing, companies have invested millions of dollars in customer intelligence systems. Despite this investment, many companies still struggle to increase marketing ROI.
This is due largely to the absence of an effective predictive analytics approach to customer data.
This webcast demonstrates how a predictive analytics approach to customer marketing can deliver several significant business benefits, including:
- Improved Targeting: An improved ability to focus appropriate marketing activity to each customer.
- Enhanced Revenue: Better targeting yields campaign uplift, translating directly into enhanced revenue.
- Better Cost Control: Enables companies to focus resources on high-value, high-potential customers to improve effectiveness and reduce overall marketing costs.
- Competitive Advantage: A well-executed predictive analytics strategy can keep a company in front of the pack in the race to improve relationships and build customer revenue.
Upcoming Events
Beyond the Customer Custody Battle (audio seminar)
How to End Internal Marketing Conflict and Put the Customer Experience First
Date: TBA
Time: TBA
Register to be notified (hyperlink)
Who owns the customer? In recent years, corporate marketing organizations have divided and then subdivided into specialized units, such as acquisition, retention and revenue generation (cross-sell & up-sell). And they all have partial owner of the customer. This fragmentation of the marketing function can present a serious threat to the stated objective of customer-focused excellence.
What’s at stake? The enterprise’s most valuable asset: Its customer relationships. Unfortunately, company leaders generally remain unaware of the risks they face as various marketing and business units struggle to share ownership of the customer. Many times these groups are managed out of separate departments, engage separate agencies, and employ different data for decision making. Their collaboration can be limited. As a result of this, customer value can erode, marketing strategy can become misaligned with operations, marketing messaging can become disjointed and bifurcated, and marketing measurement can clouded by double counting.
Where do companies align themselves? They can do so by introducing a unified – and unifying – framework that enables marketing’s disparate functional organizations to more effectively collaborate. If enterprises are truly to capitalize on their customer assets, today’s customer custody battles must be brought to an end and reconciliation must occur.