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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...

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...

People often ask for examples of ‘Events’. You can see some elsewhere in this blog (see blogs around Jan 2010), but here is a nice one. The definition of an Event is something that triggers a significant change in the state of the Customer, either in fact or in their...

I love the scenarios that the EDM solution providers talk about. It really tells you a lot about their approach to marketing. Here are some I have culled from a quick Google on “Event Driven Marketing”. Imagine that your customer Susan is on your website and looks at two products, adding...

As discussed in the previous post, I believe Banks are Service based rather than Product sales organisations. The problem is that historically Banks have set up their marketing based on selling Products rather than providing Services. Product based marketing is about finding people for your product. The product approach lacks the...

Each product that a bank sells will be used many times by their customers. For example the sale of a credit card can result in usage 100, 200, or even more times a year. Each of these is the customer making use of the service provided by the credit card....

I was at a conference recently where three of the presentations that generated the most interest most were about Event Driven Marketing. It soon became clear that whilst their definitions of EDM were quite similar, they were actually talking about quite different things. This was to do with their implementations. One...