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With maturing of data platforms that enable tracking and assimilating of data a seamless exercise acquiring and analysing customer data has become easier than ever. However, this information explosion also causes companies to sometimes miss out on capitalising opportunities owing to a failure in implementing an integrated customer database that stores and makes this data […]

John Wanamaker “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” From those moments of 1920’s to an era of today, where every cent that is spent by a marketer has to be accounted for, and by leveraging tools like Shazam for television and Google Analytics for […]

With the zero-code development philosophy popularized by Salesforce, the topic of configuration versus customization often comes up. A leading cloud computing platform, Salesforce’ popularity has a lot to do with the fact that it is easy to customize and configure. In fact, to truly leverage the power of Salesforce it is important that it is […]

Organizations today generate vast amounts of data and must find a way to leverage it to extract astute business insights. Data-driven organizations make sounder decisions and establish better relationships with stakeholders. As customer data grows in volume, relying on intuition or outdated data exploration tools makes it impossible to derive actionable intelligence. Salesforce offers users […]

Corporations the world over are realizing the importance of data. Till a couple of years back the customer analytics was predominantly leveraged by retailers, financial institutions and corporations associated with them. Be it the much-criticized campaign that Target ran undertaking promotional offers based on customer buying patterns or Catalina Marketing running loyalty programs for Big […]

With increasing social media and technology integration, there is an opportunity for businesses to tap into customer data. Consumers no longer want to be bombarded with irrelevant marketing message they expect a personalized and unified experience from the businesses they engage with. They are increasingly seeking a uniform level of engagement from businesses, regardless of […]