Ad sequencing and Customer Journeys

A very interesting article on Facebook on ad-sequencing . This sequenced approached is similar to work I am currently doing on customer journeys using NBA decisioning.  This approach also provides a quality signal between organisations which deploy this approach due to the higher creative and technical resources required.

Dangers of targeting

Great article found here examining the weakness of targeting and internet advertising in general

Decisioning and Marketing

In the next series of posts I will look at decision management and how it can be used to improve relevance in the digital ads/messages presented to people (banner ads, videos etc). Relevancy, in my opinion - and based on my experience,  could be greatly improved - but I suspect that technology alone will not improve relevancy. I will also examine service communication which is a neglected area in digital marketing - but potentially its most effective from a retention perspective.

Hash Relational Mapping, Part 2

More details and a demo of the hash relational mapping functionality can be found here .
In summary it is a means of transforming a relational join based result-sets into hierarchical nested data structure, a format well suited for big-data stores.  

Basic Mobile retention framework

Basic Mobile retention framework built on Jxs

Jxs Framework

Jxs (JdbcXmlService) has been mentioned on a few posts. Here is an overview presentation of what it is,

Multi-channel and Multi-direction CRM

As the world becomes more connected and mobile, creative CRM designers and analyst have a great opportunity to reach customers on multiple channels - desktop online and mobile online being the most far reaching but also the traditional channels of call centre.  The question of working with inbound versus outbound channels will soon become irrelevant as propositions will be delivered on the most appropriate channel based on relevance.  

With a wider canvas for an organisation or individual to relay their message coordination becomes a far more critical factor. For example if I have presented a proposition to a customer via Mobile would it be wise to relay the exact same proposition via direct mail? These question regarding contact frequency become more complex. As tools become easier to use, CRM practitioners of the future will need to focus on proposition co-ordination and relevance.