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An increase of marketers’ focus on insight and action, adequately approaching the marketing stack

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  • PURCAREA, Theodor

Abstract

Marketers are struggling to delight customers at every touchpoint by adequately managing the combination of X-data and O-data, and considering the employee experience (EX) and the conduct risk. They need to simplify their company’s marketing stack approach, and within their focus on creating an Omni channel view to consider both the opportunity provided by an all-in-one CRM and marketing automation platform, and the fact that customer feedback goes multi-channel. There is no doubt about their hard work to give customers value and delivering them a great CX, with the help of a balanced approach of the four forces of marketing operations & technology. And in the midst of the next disruption of the CX market, which among other aspects will access AI to evolve from reporting to prediction, there is an increase in marketers’ focus on insight and action.

Suggested Citation

  • PURCAREA, Theodor, 2018. "An increase of marketers’ focus on insight and action, adequately approaching the marketing stack," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 8(4), pages 23-32, December.
    • Handle: RePEc:hmm:journl:v:8:y:2018:i:4:p:23-32
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    More about this item

    Keywords

    X-data; O-data; CX; EX; CRM; Marketing operations & technology;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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