The proliferation of mobile devices and a new breed of consumers is driving a revolution in requirements for pervasive access to data for marketing analytics. A new breed of consumers has emerged with a DIY (Do It Yourself) mindset related to technology and unprecedented sophistication in using data for personal decisions. This change in consumer behavior is creating demand for consumer intelligence capability in which direct access to data is required for personal decision making. We will discuss the implications of this phenomena for deployment of omni-channel marketing and illustrate leading edge case studies in the delivery of marketing intelligence integrated across all channels.
Social networking via Web 2.0 applications such as LinkedIn and Facebook has created huge interest in understanding the connections between individuals to predict patterns of churn, influencers related to early adoption of new products and services, successful pricing strategies for certain kinds of services, and customer segmentation. We will explain how to use these advanced analytic techniques with mini case studies across a wide range of industries including telecommunications, financial services, health care, retailing, and government agencies.