Increasing the Value of Marketing Operations with Predictive Analytics


A recent blog post by James Kobielus of Forrester Research advances the idea that business success depends on your company's capability to see likely future outcomes and take appropriate steps now to realize them. He goes on to say that predicting future scenarios successfully, laying plans and deploying the needed resources is critical in seizing opportunities, minimizing threats and mitigating risks. I fully support this view and believe that for a company to be successful these days it must use predictive analytics to its fullest extent.

So what is Predictive Analytics? … Read more →

Social Media ROI?

Whether in a new business process, in conversation with current client executives or via a daily supply of tweets from social media experts and wannabees alike, the subject of ROI has become a mantra for those either advocating or trying to embrace social media.

If I hear one more marcom director ask me what kind of ROI they can expect from an investment in social media, I might just throw a bucket of water on him or her (<:}.

Or perhaps, more appropriately, his or her boss.

It seems people have forgotten that the purpose of social media:

  • To build qualitytwo-wayrelationships with customers, partners and other stakeholders.

… Read more →