For Marketer’s any change in customer behaviour is a “gold mine”. Marketing to customer’s whose behaviour is changing is far more rewarding than marketing to “static” customers! But sometimes there is "too much change" and in today's market that is exactly what is happening. Marketer's need ,what we at Cequity, call a Modelling factory approach-How to build models at speed!



Gallup chief economist Dennis Jacobe concurs that "a fundamental change is taking place" in the behavior of… Continue

The interesting thing in Retail is that eventually ,competitive advantage in location,merchandize assortments & price can be replicated by competition ,but Customer experience can be a unique diffrentiator. The difficult thing about this is that Retail brands have so many touch points with customers and how do you make each of these interactions “memorable”.



Many organizations,especially in growth markets & industries are already dangerously “out of synch” from their… Continue

Customers are using your services through multiple channels. Customer’s access their bank through either the branch or Internet banking or other channels such as ATMs and mobile banking. Multi channel behavior however needs to be intelligently decoded. Mc Kinsey research shows that Multichannel customers spend on average 20 to 30% more than single channel users. More than 80 percent of a broad cross-section of U.S. retailers now report that they sell merchandise through multiple channels.… Continue

"For those organizations that have formally adopted a process-centric approach to business, the process is often formally defined, measured, monitored, and continually optimized. This level of discipline is critical to deliver a process that is high performing, predictable, efficient, effective, and error-free. In order to become more customer-centric, businesses should add the customer experience end-to-end process to their portfolio of strategically important processes. The customer… Continue

The good news, for marketers, is that data mining really can make a difference to most bottom lines. The bad news is that, despite what data mining can do, it is so often used so poorly that it is virtually useless.



In many cases, the data is a big part of the problem. Even in the most reputable companies, data is often “dirty,”—out of date or otherwise irrelevant. Most commercially available data mining packages lack the flexibility and functionality that real world marketers need.… Continue