Naras Eechambadi

Media, Publishing and Big Data: Different Starting Points, Similar Destinations

Quaero works with many media and publishing clients. We help them drive traffic and client engagement on their digital properties and, by capturing and analyzing the data that comes along with this, we also help them monetize this traffic and these relationships. These...

Dashed hopes and expectations – the big no-no in customer experience

A few months ago, I blogged about a nice surprise I encountered while flying coach on US Airways. A flight attendant came to my seat, acknowledged me as a Chairman's Preferred member and took special care during my flight. I ended my...

As the Data Race Enters a New Phase, Mobile Operators Need to Adapt Their...

For some time now, the received wisdom in the wireless world has been that as smartphones and other mobile devices proliferate, data consumption will increase exponentially. Carriers have been trying to fight this battle on two fronts. On the supply side, they have been investing...

When it Comes to Customer Experience, the Little Things are the Big Thing

A keen attention to detail is the hallmark of great service companies. It takes a great deal of effort - having the processes in place, hiring the people with the right attitude and training them as well as equipping them with the appropriate...

Big Data Needs Big Judgment

Recently, there has been a flurry of articles in serious forums about the promise of BIG DATA. The Aspen Institute authored a report on the Promise and Perils of Big Data and McKinsey Quarterly ran an article on the Challenge and Opportunity of...

Are Communication Service Providers Really Ready for the Future?

The media world has been and continues to undergo dramatic shifts as content continues to be delivered and consumed in myriad ways. A recent McKinsey Quarterly paper highlights the dramatic increase in the intensity with which people use digital devices and platforms....

The clock is ticking on net tracking

A few weeks ago, I wrote a blog suggesting that marketers and the DMA get ahead of net tracker legislation, after the FCC had invited some comments on proposed privacy legislation. Then came word that Senators John Kerry and John McCain, both senior and...

Addressable TV advertising starting to go mainstream

Earlier this month, The Wall Street Journal featured an article on addressable TV advertising. This development has been eagerly awaited by advertisers for many years but it has been frustrated by the tremendous fragmentation in the infrastructure of TV delivery...

Increasing Marketing Complexity Demands Smart Outsourcing

In an article in the Harvard Business Review a few years ago, Gail McGovern and John Quelch argued that outsourcing marketing can lead to better quality and lower costs. They were arguing this primarily in the context of analytics and direct marketing,...

Marketers should get ahead of Do-Not-Track

DM News reported recently that marketers opposed a Federal Trade Commission (FTC) proposal to implement an online "Do-Not-Track" option that would allow consumers to opt out of all third-party tracking and behaviorally-targeted advertising. This would enable consumers to universally opt-out of being tracked...

Maximize Long-Term Customer Value with Customer Marketing

Customer marketing focuses on maximizing long term customer value in order to drive revenue and profit growth. It does this by enhancing the customer experience and engaging customers appropriately based on customer insights that are generated by analyzing customer attitudes and behaviors across channels....

Customer Engagement: Making It Happen

An excerpt from my guest post on the 1:1 Blog: This summer, our family vacationed in Italy and Austria.  Travel, as am sure you will agree, is a very high involvement experience - exhilarating when things go well and pretty awful when things go wrong,...

Agile thinking will help marketers be more flexible

In an excellent recent blog entitled Don't fix your marketing processes, David Raab argues for more flexibility in marketing systems rather than improved processes, the staple recommendation of most consultants and experts.    I heartily endorse David's point of view and would like to extend...

IBM’s acquisition of Unica will have long-term benefits for clients

IBM purchased Unica Corporation late last week at a very significant premium - more than double Unica's closing price the previous day.  IBM has been a partner and client of Unica and this purchase has long been rumored, so it was not entirely a...

Marketing and Innovation: A Tale of Two Companies

When most people talk about innovation, they are often referring to the development of new or improved products, a la the iPad.   However, innovation with regard to processes and entirely new business  models are often much more impactful.  Famous examples of this are the...

Does Marketing Measurement Really Matter?

I attended a webinar presented by Professor Paul Farris of The Darden School of Business at the University of Virginia.  He was promoting his updated version of his book on Marketing Metrics which was recently released. He had done a survey of the folks that were registered for the webinar and...

Web Analytics is More Than Just a Reporting Tool

Recently I was on a keynote panel at the National Center for Database Marketing (NCDM).  In response to a question from the audience, one of my co-panelists pooh-poohed the value of web analytics.  He referred to it as just a fancy reporting mechanism for...

Customer Service and Marketing

Recently, we had interesting conversation with the senior executive in charge of customer service at a major client of ours.  This client uses our Precision email product to communicate with their customers on service issues, such as outages, delivery, scheduling of service calls, etc. In this...

Does Brand Marketing still matter?

At a keynote panel at the National Center of Database Marketing (NCDM), I made a comment that customer marketing was eclipsing brand marketing as the core of marketing's mission in many companies.  That sparked a lively discussion among the panelists.  As is to be expected among panelists...

If the lunatics do run the asylum, how do we control the message?

The great health care debate this past summer could be a preview of what the future of marketing looks like.  How, you ask?  For some years now, the "mainstream" journalists who have been trained to fact check and present both sides of a story have...

New Posts