At the start of September, we asked several Banks about their plans and results regarding Real-time Event Driven Marketing. The idea was to find out the status of this approach from real projects rather than vendor presentations. Responses were received from Banks in Europe, Asia and Africa....

The common marketing mantra is that we should offer the Right Product to the Right Customer at the Right Time.So to do this we developed traditional Product based marketing in which there are three main steps; decide on the product, find the leads and communicate....

First of all, let’s start with a little marketing 101. Here is a fairly standard Marketing Automation graphic showing the steps in moving a customer from being a prospect through to being a delighted advocate. In 1986 Jan Carlzon, the former President of Scandinavian Airlines, wrote a book titled Moments of Truth. The core principle presented in the book...

Event Driven Marketing is the approach which determines exactly the right time to communicate with a customer (when they have a need, rather than when you want to push a product). Doing this is not easy, but the rewards of such an approach are great....

In the previous post I outlined the similarities between diamond mining and current marketing approaches. In essence the idea is that using techniques like clustering and modelling to refine data into manageable amounts for analysis are fine but modern technology allows the processing of all data, which means you can find all of the diamonds not just those in your...

OK. Imagine that there was this huge mountain of coal and I told you that somewhere in this coal there were diamonds and that you had to find them.Well the dumb thing to do would be to sift this mountain lump by lump, so you would need a strategy right?The smart guy might split the mountain into areas and then...

I was at a conference last week listening to a presenter talking about reporting and measurement of Campaign success. Of course we all measure things such as sales / cost to determine success and profitability, and some of us even monitor the sales / opt-out rate to determine if the campaign is killing our future potential, ie. Opt-out reduces the...

I got to thinking about the successes in Event Driven Marketing, and I remembered at least 5 other major EDM projects that had not delivered the proper results and withered away. I started to wonder why some projects deliver dramatically good results and others simply fail....