2.0 Intelligence

Marketing intelligence is the heart and soul of your business. If your marketing intelligence is up to scratch, you can use it to gain the upper hand over your competitors. The main commercial ratios and forecasting models you use to steer your business are all furnished by marketing intelligence, ensuring that you have access to essential steering information.

You want to entice existing customers to buy more, and prevent customers from choosing other brands, because you are aware that generating sales from existing customers is six times cheaper than attracting new customers. But, naturally, you also want to recruit new customers. To do this, you need knowledge about your customers’ current and future purchasing behaviour, as well as an insight into the development of the “customer value” of your customer groups (customer intelligence). But who are the most promising prospects and customers? And how you do gain the best advance impression of the possible results of cross-media marketing campaigns and marketing channels? This marketing intelligence information is absolutely indispensable. It enables you to make efficient use of your marketing budget and other forms of support. Marketing is also about “individualising”, so a good customer and prospect database underpins all of your activities. This database provides you with wide-ranging and in-depth information about your customers and prospects, particularly if it is constantly enriched, both offline and online, with individual purchase, enquiry, survey and external data. Intelligent 2.0 techniques can be used to involve your customers and prospects in this process, encouraging them to record their preferences in profiles (“customer-generated profiling”) and thereby supply you with a treasure trove of information. Weblog media (“the blogosphere”) rapidly disseminate buzz about brands, organisations, products and services. You can use special tools to retrieve these messages and then use that information to intervene with “old” and “new” communication if necessary. Marketing intelligence also involves tracking important trends, regularly checking the market and the competitors (marketing intelligence) and analysing the results of sales efforts (sales intelligence). Together with you,

MarketingMonday decides which form of marketing intelligence is appropriate to you. We also survey the information already available, before devising a step-bystep plan for obtaining, within a short timeframe, useful information, cogent forecasts, enriched profiles and statistical insights.

1. Steer growth and gain an insight into your marketing and sales results
2. Monitor goals and develop solutions, analyses and scenarios
3. Greater insight into returns from customer and prospect groups, media, communication and distribution channels
4. Check the “blogosphere” for buzz about your brand and product
5. Develop tools which encourage customers and prospects to enrich your databases on their own initiative (“customer-generated profiling”) Marketing Intelligence 2.0
6. Customers no longer buy from their usual supplierChoose good distribution partners, who are equal to the challenge of handling large volumes, new target groups and lower selling costs
7. Don’t leave it too late: distribution partners will be able to pick and choose over the coming years • Develop a smart distribution strategy for retailers, agents and dealers