From Silo’ed to Orchestrated Marketing

Arvind Sathi

Chapter 5 in Engaging Customers Using Big Data, 2014, pp 107-129 from Palgrave Macmillan

Abstract: Abstract So far, I have explored the power of observation and the ability to collaborate with customers. But how do we convert all this into a razor-sharp focus on a specific set of customers? The marketer has now the opportunity to use this power to bring the customer to a positive decision about a product, whether this is a first-time purchase, a repeat purchase, or a tweet to friends exalting the virtues of the recently purchased product. These decisions happen over time and require a series of collaborations. Without a proper conductor, the musicians hired to influence the customer can at best create musical noise. How do we orchestrate these powerful tools to collaborate with each other? This chapter discusses how marketing efforts can be pooled across the silos to influence a customer through the stages of marketing. How would marketers coordinate the effort to reduce cost and the annoyance factor and use the power of collaboration to improve the relationship with their customers?

Keywords: Mobility Pattern; Online Advertising; Movie Theater; Customer Data; Engage Customer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38619-9_5

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DOI: 10.1057/9781137386199_5

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