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From Silo’ed to Orchestrated Marketing

In: Engaging Customers Using Big Data

Author

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  • Arvind Sathi

Abstract

So far, I have explored the power of observation and the ability to collaborate with customers. But how do we convert all this into a razor-sharp focus on a specific set of customers? The marketer has now the opportunity to use this power to bring the customer to a positive decision about a product, whether this is a first-time purchase, a repeat purchase, or a tweet to friends exalting the virtues of the recently purchased product. These decisions happen over time and require a series of collaborations. Without a proper conductor, the musicians hired to influence the customer can at best create musical noise. How do we orchestrate these powerful tools to collaborate with each other? This chapter discusses how marketing efforts can be pooled across the silos to influence a customer through the stages of marketing. How would marketers coordinate the effort to reduce cost and the annoyance factor and use the power of collaboration to improve the relationship with their customers?

Suggested Citation

  • Arvind Sathi, 2014. "From Silo’ed to Orchestrated Marketing," Palgrave Macmillan Books, in: Engaging Customers Using Big Data, chapter 5, pages 107-129, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38619-9_5
    DOI: 10.1057/9781137386199_5
    as

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