Key Topics Covered:
Subject: Business Intelligence
Industry: Communications ——————————————————————————————————————————— At a Glance Based on in-depth analysis of customer buying habits,
preference, income levels and other metrics, insight marketing is helping companies improve performance by identifying key customer interests and trends.
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Date: June 2002
Background
The competitive playing field is undergoing a shift from companies competing based on technology to a renewed focus on attracting and retaining their customers.
Accenture Analysis
A new approach known as “insight-driven marketing” is
finally helping to turn this creative art into a management science with a measurable return on investment.
Research Support
Huntington National Bank of Columbus, Ohio, draws data from 17 different sources of customer interaction to help the company paint a more accurate picture of each customer.
Recommendations
First and foremost, take a holistic view of your customer—and recognize that the value of any given customer may change over time.
About the Author
Julie Nelson is a global managing partner with the Accenture Customer Relationship Management group.
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