Volume : 5, Issue : 11, November - 2016

Smart Marketing: Building blocks of a high performing analytics engine

Ayon Hazra, Debi Prasad Mukherjee

Abstract :

<p>&nbsp;Customer Analytics and Integrated Self Care tops the charts in a recent McKinsey study [1] on digital initiatives across leading Telcos around the world and the correlation suggests a healthy top line growth for these companies. Omnipotent content creation through sensors, mobile technology and Internet of Things and the sheer volume of the interactions demands intelligent tools to carve out insights in real time. Identifying latent needs of customers are a pass&eacute; and fulfilling their telepathic needs facilitated by high performing analytics engines are in vogue. To emace smart marketing and build a differentiated proposition to the customer, we provide our perspective on key building blocks to creating a high performing marketing analytics engine. The significance of a cohesive marketing and analytics platform is to intensify customer engagement through personalized marketing at the right time in the most effective communication channel. The goal is to build a framework for making smarter decisions based on myriads of variables in the eco system. This is a Point of View (PoV) paper that focusses on the relevance of marketing analytics for modern day CSPs and provides key building blocks to its adoption in enterprises</p>