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September 08, 2015

Webinar - A Contextual Marketing Platform Can Help Shape Today's Non-Linear Customer Relationship Lifecycles

Traditional marketing campaigns usually take a very linear approach to the customer lifecycle. They count on a customer moving through the phases of discovery, research and purchasing in a standard way that just doesn’t fit in with today’s technologically empowered buyers and prospects.

Building a contextual marketing engine to keep up with today’s unpredictable customers is an excellent way to handle this phenomenon. Each phase of the customer lifecycle generates valuable and actionable data, which can be fed to this engine to create a sales and marketing game plan essentially on the fly, no matter how non-linear the customer lifecycle may be.

”The customer interaction lifecycle doesn’t necessarily happen in linear fashion,” said Suresh Chandrasekaran, senior VP, North America, Denodo (News - Alert) Technologies, Inc. “You’re moving around these phases in an unpredictable, chaotic way.”

He offers the example of the process of buying a car, in which a customer “discovers” a certain type of vehicle, does some research, then moves to the “try it” stage by taking a test drive. Then maybe the potential buyer will go back and do additional research and comparison shopping before making a purchase. A contextual marketing platform will take these factors into account, aggregating information from each non-linear stage of the customer lifecycle to guide the purchasing process.

“It’s a much more dynamic micro campaign and sometimes it’s delivered at the point of interaction without preplanning,” said Chandrasekaran. “The blood flowing through this whole engine is data movement. And data comes from many places and it needs to meet many functions. It’s the fuel of the contextual marketing engine.”

The importance of the contextual marketing engine to the customer experience and business agility will be the topic of a webinar hosted by Denodo on Thursday, September 10 at 11 a.m. PT. Forrester Research (News - Alert) Analyst Cory Munchbach will be leading the third session in Denodo’s series of webinars, “Build a Contextual Marketing Engine and Fuel it with Data.”

A heavy equipment maker and Denodo customer , will be discussed as an example of the importance of a contextual marketing platform. The company is using contextual data to help customers determine the value of their assets based on actual usage data and trends. The result is engaging customers in a more active lifecycle relationship instead of relying on a standardized maintenance schedule that may not be in their best interests.

Edited by Stefania Viscusi