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How the digital sales professional will change marketing’s customer intelligence

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Leading-edge personalisation companies like Amazon and Netflix pioneered the use of collaborative filtering to convert customer similarities into powerful predictors of interests. Many organisations followed suit, and big data arose in part with this objective in mind. Yet sales organisations have lagged in this area, with limited experimentation with statistically-based optimisation solutions. More importantly, sales and marketing organisations have largely failed to unify their customer data to make this possible. However, change is in the making. As sales organisations adopt intelligent mobile solutions in their engagements with customers, the opportunity to track receptiveness at a granular level is bringing a volume of preference data to the enterprise, similar to how marketing data exploded with the advent of the internet. This paper addresses how intelligent mobile applications have created the digital sales professional, and how this is changing companies’ abilities to share customer data throughout their organisations. This is enabling an optimal and consistent approach by sales and marketing organisations, and a much improved experience for the customer.
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Keywords: big data; closed-loop marketing (CLM); collaborative filtering; customer data; customer intelligence; customer relationship management (CRM); digital sales representative; mobile intelligence; sales and marketing collaboration; sales force automation (SFA)

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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