Bearing Points Blog
The Path to Data Driven Marketing
The discipline of Marketing has been dramatically transformed over the last decade and there is little doubt that the process of transformation continues at a rapid pace. New channels and touch-points have created new ways of communicating and engaging customers. While these changes have created exciting new [...]
Will Marketing Automation lead to Marketing Termination?
Marketing automation platforms, campaign management systems, CRM systems and web analytics tools are some of the hottest and most innovative technologies in marketing. Are they so good that marketers are at risk of becoming redundant?
New White Paper – Improving Marketing Decisions
In a fast-moving world, marketers are required to make decisions where uncertainty dominates and the pressure to succeed with limited budgets, resources and short-time lines is rising. A new White Paper from Brand Navigator explores the challenges, shortcomings and risks inherent in making strategic marketing decisions. It reviews recent research into decision-making and classifies the areas where decisions can go awry as either errors in framing the decision, errors in analysis and errors of judgment.
How numbers can shape thinking
In today’s increasingly data-centric marketing world, finding the numbers that matter most, has never been more important or more challenging. The temptation to measure everything that moves must be resisted. Instead, understanding, insight and creative thinking is more likely to arise from a taking a simple, focussed approach to what measures really tell provide a narrative that people within a business can comprehend and act upon.
Ring, ring… is anyone home? Dealing with customer churn in the telecommunications industry
A survey by the Customer Experience Board identifies how marketers in the telecommunications industry are responding to shifting customer expectations and are leading their organisations to deliver better customer experiences and improve retention.
Social networks and market research
Rapid adoption of social networks is creating new risks and opportunities across all industries and market research is no exception.
The problem with brands
Any disconnect between what a brand says and does, creates disappointment and frustration among customers and ultimately, reduced commitment. Recent research into brand authenticity shows how customers are assessing the credentials of brands.
Circulation figures for newspaper and magazine titles show significant declines across Australia. The impact of digital devices on how people consume information and entertainment is becoming increasingly clear.
Innovation through serious play
Successful innovation comes through meaningfully engaging customers in the innovation process whilst avoiding the limitations of traditional new product research.