| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Author: By Theodoros Evgeniou, Ass. Professor of Information Systems, INSEAD |
| Source: KALIDO |
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Doc Type: Academic Paper
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| Pages: 12 | Format: PDF |
Size: 49 kb |
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| Abstract: The Adaptive Enterprise can capitalise on opportunities and react to global events faster than the competition because an integrated approach to information management gives the board superior visibility of all aspects of business performance while at the same time not restricting global or local flexibility. Investors, in particular, demand no less from the stewards of their investments. |
| Topics:
Knowledge Management | | | CRM Methology:
CRM Strategy | |
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| Author: By Douglas A. Galbi |
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Doc Type: Academic Paper
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| Pages: 11 | Format: PDF |
Size: 167 kb |
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| Abstract: This paper documents, from 1925 to the present, some important historical facts about personal activity and commercial efforts to attract personal attention. First, increases in personal time spent with media as the primary focus of activity match closely increases in total personal discretionary time. Second, the share of advertising spending in total economic output (GDP) has been roughly constant long-term. |
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| Author: By Vince Kellen, President, CRM Strategy |
| Source: Blue Wolf |
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Doc Type: Academic Paper
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| Pages: 37 | Format: PDF |
Size: 753 kb |
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| Abstract: Comprised of several distinct disciplines and cutting across just about all business units within most companies, customer relationship management (CRM) measurement is complex. Companies use CRM measurements for different purposes; digital channels provide for new measurement and product/service distribution options; businesses are fractured internally with inconsistent communication and often incompatible systems. Despite this complexity, companies are adopting measurement systems, or frameworks, that have acceptance in the marketplace. |
| Topics:
Customer Analytics | | | CRM Methology:
CRM Implementation | CRM Overviews | |
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| Author: By Victor Smith |
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Doc Type: Academic Paper
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| Pages: 21 | Format: PDF |
Size: 74 kb |
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| Abstract: This paper addresses the following issues affecting the retail sector of financial services in the United States.- Identify the "new" core competencies for financial service providers to compete in the retail sector. These competencies will be identified using a competency pyramid based on the technology trajectories of the retail sector.- Identify ways to obtain, maintain, and extend core competencies.- Differentiation: Core competencies a firm should extend in order to procure the greatest value for its customers and most sustainable competitive advantage. |
| Topics:
Relationship Marketing | eBusiness | | | Industry:
Finance | |
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| Abstract: This paper which first appeared in the Journal of Consumer Psychology, examines consumers’ reactions to the provision of direct access to uncensored competitor price information within an electronic store. Based on notions derived from signaling theory, prior research on trust, and attribution theory, we propose that the facilitation of such access may have a positive impact on consumer preference for an online retailer. Furthermore, we predict that this effect will be moderated by how attractive a vendor’s prices are. The results of a laboratory experiment demonstrate the possibility that a retailer’s act of providing access to uncensored competitor price information may result in enhanced long-term preference for that vendor, especially if the latter’s prices are neither clearly superior nor obviously inferior to those of its competitors. Finally, this positive effect of facilitating access to competitors’ prices on consumer preference is mediated by the perceived trustworthiness of the online retailer. |
| Topics:
Relationship Marketing | eBusiness | | | Industry:
Retail | |
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