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Practice paper

Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes

Jonathan Copulsky, Shawn Richardson and Michael Simone
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (2), 102-111 (2017)
https://doi.org/10.69554/PIUG6226

Abstract

Marketers face tough challenges as they struggle with driving profitable growth for their organisations. There is an increasingly rich set of choices of marketing technology solutions that enable a combination of more responsive customer journeys and more efficient marketing processes and workflow, while providing insights about impact and effectiveness. The nature of analytics supported by marketing technology has shifted from access to tools to automation of activities to real-time predictive analytics. In the future there will be an even greater focus on marketing technology solutions that support embedded analytics related to marketing attribution and next-best-action marketing. However, the success of such efforts will ultimately be enabled or constrained by organisations’ success in integrating and harmonising customer data in real time.

Keywords: marketing technology; B2B marketing; real-time interaction management (RTIM); marketing automation; marketing analytics; content intelligence

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Author's Biography

Jonathan Copulsky is a senior partner with Deloitte and has led the firm’s thought leadership programme for the past five years. In this role, he oversaw the launch of Deloitte University Press and dramatically expanded use of innovative approaches to thought leadership, such as large scale data visualisations and massive open online courses. Jonathan writes frequently on issues related to marketing strategy, including a critically acclaimed book, Brand Resilience, a primer for executives on managing reputational risk. Jonathan serves as an adjunct faculty member at Northwestern University and charter member of the Advisory Board for Northwestern’s Spiegel Research Center.

Shawn Richardson leads the technology Center of Excellence for Deloitte’s Market Development business unit. Shawn manages a diverse technology portfolio which includes Deloitte’s client team, industry, eminence and marketplace solutions. Shawn has over 20 years of technology expertise in both client service and operations.

Michael Simone leads a team that analyses millions of interactions across Deloitte.com/us, DUPress.com, CMO.Deloitte.com and Deloitte social media accounts to spark data-driven action. Michael and his team provide actionable insights and recommendations to improve marketing strategies, create powerful experiences, develop relationships, and effectively align investments and resources. Michael holds a BA from Rutgers University with a concentration in Communication and Leadership.

Citation

Copulsky, Jonathan, Richardson, Shawn and Simone, Michael (2017, May 9). Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 2. https://doi.org/10.69554/PIUG6226.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 2
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