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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....

I was asked by a Bank recently if we had an ‘Event engine’ that could handle and process 200,000 ‘Events’ per second. It seems that they are interested in Event Driven Marketing and we have had some discussion about this, but they are receiving advice from a leading consultant, who told...

I have often tried to explain the Event Driven Marketing comprises three main functional areas; detect the Event, determine if it is significant and communication. In order to be completely successful with EDM you need to consider and address all of these areas. A good example of addressing the first two...

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...

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....

Following successful trials at Raiffeisen Bank and based on input from several other Banks, UK based software provider, eventricity Ltd, has today announced the release of OfferManager and updates to Timeframe and Coffee, their suite of Event Driven Marketing (EDM) software applications....

In its simplest form, traditional campaign management is the matching of lists of people to products or services to be delivered through a channel. Following this, the timing, planning and scheduling of campaigns is based on when a Bank wants to communicate with their customers with regard to particular products, eg....

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...