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We get this one all the time and it just hit me this morning its actually a very simple answer. In the past decade over 35+ implementations, we’ve learned that real-time marketing systems only work well under certain conditions. These conditions can be categorized into two buckets Characteristics of the business modelpre-existing decision component frameworkToovio […]

I’m a big fan of data and the geek in me enjoys the typical research we all see out there today on Big Data with respect to the 3 Vs. The graphic below shows the interaction between the 3 Vs of big data: Volume, Velocity & Variety. But what do the 3 Vs mean from

For the marketer, the ability to test, learn and react to your marketing content & initiatives in a contextual, relevant and consistent manner irrespective of how diverse and frequent multi channel consumer channel interactions occur. That’s a mouthful but the important distinction between traditional marketing and or marketing automation and real-time marketing is really about

I’m a huge fan of analytics… so long as they can remain actionable. You hear the term actionable data insights quite a bit these days. Well, for me actionable means the insight applies to or results in a tactical impact on marketing initiatives. The umbrella of analytics as it relates to marketing is voluminous and

Analytics are fundamental to marketing initiatives in that they are supposed to provide insights into decisions. These “decisions” are broad in their definition. Ideally, a marketer will use analytics to shape their entire world i.e. decisions made regarding channels, strategies, goals, and tactics. Actionable Data Insights simply means that data drives, or heavily influences, the

A few articles coming out recently from Forbes and NYTimes have drastically overstated the intent and generally the capability of large retailers’ ability to analyze customers and their shopping behavior. Having some experience in Retail and specifically with the company and people mentioned in the articles below I can say that database marketing tactics are