Connected CRM & Big Data – Part 4 of 4 – Decision Management

The following articles are from a white paper that I wrote for Merkle. You can find the original white paper on the Merkle website. I will post the white paper in 4 parts. This is part 4 of 4. Once we solve for the rationalization of the individual across the offline and online world, we are still left with the challenge of how they interact with our brands today. Consumers expect relevance and context in our marketing messages. And the determination of relevance and context must happen in fractions of a second in the interactive channels. Part of the key to context is in understanding how the consumer has interacted in all of the other channels. Each of the channels has a highly complex set of capabilities that allows brands to interact with consumers in those channels. Figure X below gives you a view of that complexity in only three of the channels. As your efforts span more channels, the complexity grows exponentially. To solve for this complexity issue, we need a common way to provide data and insights to each of these channels, but do it in a way that we do not attempt to resolve the complexity in the channel. This can be achieved by developing a layer of abstraction from the channel complexity. The … [Continue reading]

Connected CRM & Big Data – Part 3 of 4 – Known and Unknown Identities

The following articles are from a white paper that I wrote for Merkle. You can find the original white paper on the Merkle website. I will post the white paper in 4 parts. This is part 3 of 4. As we move beyond collecting and storing data, the … [Continue reading]

Connected CRM & Big Data – Part 2 of 4 – Big Data

The following articles are from a white paper that I wrote for Merkle. You can find the original white paper on the Merkle website. I will post the white paper in 4 parts. This is part 2 of 4. In the classic definition produced by Gartner, or … [Continue reading]

Connected CRM & Big Data – Part 1 of 4 – Introduction

The following articles are from a white paper that I wrote for Merkle. You can find the original white paper on the Merkle website. I will post the white paper in 4 parts. This is part 1 of 4. By now we’ve all acquiesced; there has been a … [Continue reading]

Like, +1, and VRM Could Be Big Winners in ‘Do Not Track’

Do Not Track

The good news for today is ‘Do Not Track’ (DNT) legislation is not in place, but there are industry efforts to self-regulate. I call this good news not for the fact that I am against consumer privacy, but the inability of law makers to … [Continue reading]

Big Data V’s (Again) – A Marketing Technologist’s Context

V

There is an ever-expanding use of words starting with V that are attributed to the definition of Big Data. I find it funny that as a result of everyone’s desire to add V words to the definition and the fact that I have to speak in this V … [Continue reading]

We are not an Order Id.

OnlinePurchase

Increasingly I am hearing from different companies on how they are resolving the problem of linking their offline data assets to their online world. Unfortunately, their efforts are missing out on the intricacies of creating associations in the … [Continue reading]

Big Data Unicorns

BGUnicorn

As part of the course to prepare our organizations for Big Data, we all reach a place where we have to inject new blood into the group handling the problem. There is only so much training and retooling that can be done. Organizations need to … [Continue reading]

Digitize the USPS

Old_Mailbox

It is not too often that something really gets under my skin, but after reading a quote from Postmaster General Donohoe in a recent Bloomberg article, I found myself cursing at the computer monitor. Postmaster General Donahoe belittled online … [Continue reading]

We are identity aggregators.

Identity Stockpile

We are all moving towards the ability to integrate our understanding of consumers across all touch-points: online and offline. This creates a drive to integrate all data and to rationalize events to a single person. While there are still some … [Continue reading]