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CMO's Lead The Data Revolution
CMO's Lead The Data Revolution
APRIL 2013
Create a 720-degree plan that will help you turn data into insights to grow
your business, remove inefficiencies and meet your customers expectations.
ata is an information asset that leads to deeper insights into your markets
and customers. In the age of big data, the combination of unstructured and
structured data has multiplied the value of information. Use that data well and
you can grow your business, remove inefficiencies, and meet your customers needs and
expectations, while gaining a competitive advantage. But to extract the maximum value
from your big data riches, you will need a plan.
1. "The Data Directive: How data is driving corporate strategy and what still lies ahead," April 2013, conducted by
the Economist Intelligence Unit and commissioned by Wipro
2
April 2013
We at Wipro believe
that event contextual
offers, or the next-best
offer, will help create
true differentiation, as
opposed to a traditional
predefined, campaignbased consumer approach
or a mass marketing-led
consumer approach.
Nitesh Jain, General
Manager and Global Head
of the Advanced Analytics
Practice, Wipro Technologies
3
April 2013
Analysis of the different views of your customers is the basis of a more accurate model
for predictive analysis and decision making. But to create this view, you must match
your customers digital profiles through unique identifiers across different systems.
Probabilistic matching can be used to match name, address or other personal data.
Unique customer attributes, such as organization name, job function and corporate title,
are usually incorporated in this process. Demographics can also be leveraged to include
information about the market segments to which the customer belongs, as well as the
customers professional affiliations.
Different data stores may contain slightly different user profiles for the same person,
and software can be used to combine the different personas that may exist for a single
customer. Matching algorithms should be embedded into your business processes to
ensure the highest success rates.
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April 2013
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April 2013
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