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Connected CRM : implementing a big-data-driven, customer-centric business strategy /
"Three macro trends are changing the marketing landscape and forcing massive change on most organizations: the digitization of media and channels; social media; and the ability for consumers to access media anytime, anywhere. Marketers are responding with data-driven, digital customer strategie...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2014]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Williams, David, |d 1963- | |
| 245 | 1 | 0 | |a Connected CRM : |b implementing a big-data-driven, customer-centric business strategy / |c David Williams. |
| 264 | 1 | |a Hoboken, New Jersey : |b John Wiley & Sons, Inc., |c [2014] | |
| 264 | 4 | |c ©2014 | |
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| 520 | |a "Three macro trends are changing the marketing landscape and forcing massive change on most organizations: the digitization of media and channels; social media; and the ability for consumers to access media anytime, anywhere. Marketers are responding with data-driven, digital customer strategies and a collective business model transformation. For the first time, marketers are now able to put customers at the core of the business strategy. The challenge, now that there's "universal" buy-in on the philosophy, of 'every organization should be "customer-centric" is the "how". How do we successfully implement a comprehensive, data-driven, customer-centric business strategy? The answer is called "Connected CRM", the focus of this book. Customer-centric marketing isn't merely a tactical implementation plan. Executed correctly, it's a fundamental shift in the organization's framework, affecting every department, not just marketing, though it puts marketing at the heart of the business and leadership strategy for the organization. It's a new source of visibility and accountability for the CMO and a new basis of competitive differentiation for the company. CMOs of the future will play a much larger role in all aspects of marketing, sales, service and technology. Through years of work in data-driven customer relationship marketing and observations of successful (and unsuccessful) implementation efforts; Merkle has developed a customer-centricity blueprint for organizations. This book explains how to make it a reality--for sustained competitive advantage"-- |c Provided by publisher | ||
| 588 | 0 | |a Print version record and CIP data provided by publisher. | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy; Contents; Preface; Acknowledgments; Part 1: Connected CRM (cCRM); Chapter 1: History: There's Never Been a Better Time to Be a Marketer; Chapter 2: Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement; MACRO-TRENDS; Digitization of Media and Channels; Social Networks at Scale; Consumer Mobility; MARKETERS ARE RESPONDING; CRM EVOLUTION; Chapter 3: Industry Perspective: Business Model Matters; DATA AND ATTRIBUTION CONSIDERATIONS; INDUSTRY MATTERS; BANKING; The State of CRM. | |
| 505 | 8 | |a Industry Leaders Are RespondingOn the Horizon; INSURANCE ANDWEALTH MANAGEMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; LIFE SCIENCES; The State of CRM; Industry Leaders Are Responding; On the Horizon; RETAIL; The State of CRM; Industry Leaders Are Responding; On the Horizon; TRAVEL, MEDIA, AND ENTERTAINMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; NONPROFIT; The State of CRM; Industry Leaders Are Responding; On the Horizon; THINK VERTICALLY, ACT "UNIVERSALLY"; Chapter 4: Connected CRM: Building Customer Strategy as a Business Strategy. | |
| 505 | 8 | |a CAPABILITY DIMENSIONSCustomer Strategy; Experience Delivery; Financial Management; OPERATING MODEL DIMENSIONS; Infrastructure and Process; Organization and Leadership; Chapter 5: Customer Strategy: Creating Your Competitive Advantage; cCRM's AMBITIOUS GOAL; CUSTOMER PORTFOLIO MANAGEMENT; ENTERPRISE SEGMENTATION; Enterprise Segmentation: Understanding Motivations; Enterprise Segmentation: Creating the Segments; Enterprise Segmentation: Describing the Segments; PORTFOLIO STRATEGY: UNITING THE SEGMENTATION SCHEME WITH PORTFOLIO OPTIMIZATION; SEGMENT STRATEGY. | |
| 505 | 8 | |a CUSTOMER STRATEGY: OTHER CONSIDERATIONSFROM BASIC CAPABILITIES TO HIGH PERFORMANCE; THE HEART OF THE MATTER; Chapter 6: Experience Delivery: Finding the Sweet Spot for Expert Customer Integration; FINDING THE SWEET SPOT; BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN; CONNECTED PROGRAMS; PROGRAM DEVELOPMENT; PROGRAM BLUEPRINTS; CONNECTED EXPERIENCE DESIGN; INTERACTION PATHWAYS; MESSAGE ARCHITECTURE; MESSAGE-OFFER-CREATIVE SEQUENCING; MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE); CONNECTED CREATIVE; PROGRAM EXECUTION AND MANAGEMENT; THE HEART OF THE MATTER. | |
| 505 | 8 | |a Chapter 7: Financial Management: You Can't Optimize What You Can't MeasureMEASUREMENT STRATEGY; MEASUREMENT AND ATTRIBUTION; BUDGET ALLOCATION AND FORECASTING; VALIDATION; SUMMARY; THE HEART OF THE MATTER; Part 2: cCRM Operating Model; Chapter 8: Infrastructure and Process: Dismantling the Silos That Hinder; THE SIX CORE CAPABILITIES; CONNECTED CONSUMER PROFILE; LONGITUDINAL VIEW OF INTERACTIONS; LEVERAGING THE IDENTITY MAP AND THE EVENT STREAM; INSIGHTS PLATFORM; Key Ingredients of an Insights Platform; CROSS-CHANNEL MARKETING ENABLEMENT; Key Ingredients of Cross-Channel Marketing Enablement. | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Customer relations |x Management. | |
| 650 | 0 | |a Relationship marketing. | |
| 650 | 0 | |a Strategic planning. | |
| 650 | 6 | |a Marketing relationnel. | |
| 650 | 6 | |a Planification stratégique. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Customer Relations. |2 bisacsh | |
| 650 | 7 | |a Customer relations |x Management |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
| 650 | 7 | |a Strategic planning |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Williams, David, 1963- |t Connected CRM. |d Hoboken, New Jersey : John Wiley & Sons, Inc., [2014] |z 9781118835807 |w (DLC) 2013044784 |
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