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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....