Transcript Document

• Real-Time Marketing
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Real-time marketing
Real-time marketing is marketing
performed "on-the-fly" to determine an
appropriate or optimal approach to a
particular customer at a particular time
and place
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Real-time marketing History
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Real-time marketing techniques developed
during the mid-1990s following the initial
deployment of customer relationship
management (CRM) solutions in major retail
banking, investment banking and
telecommunications companies. The intrinsic
and prevailing 'heavyweight' nature of the key
CRM vendors at this time, who were
generally focused on major back-front office
system integration projects, provided an
opportunity for niche players within the
campaign management application arena.
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Real-time marketing Solution delivery
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This relatively lightweight delivery
model had obvious attractions within
the vendor sales cycle and customer
procurement context but was
ultimately to prove a disincentive for
major systems integration services
providers to partner with real-time
marketing vendors.
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Real-time marketing Technical overview
Real-time marketing solution implementation
classically involves the server-side installation of a
multithreaded core decisioning application server /
interaction transactional-biased schema and
supporting client components such as a 'fat-client'
desktop campaign studio / rules editor, browserbased marketing user reporting interface and
enterprise application APIs such as web services /
Java components. Vendors typically will also
provide legacy interfaces for COM, sockets and
HTTP integration.
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Real-time marketing Technical overview
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The dotcom 'bust' of 2000 inhibited the
further development and
implementation of item-based
collaborative filtering techniques which,
having been incorporated within realtime marketing solutions through the
1990s, should have been immediately
attractive to online retailers managing
hundreds of thousands (or millions) of
products as opposed to a retail bank with
a hundred propositions across savings,
Creditcard and mortgage product lines.
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Real-time marketing Marketing vision
To this end, a class of marketing
application known as marketing resource
management (MRM) which 'sits above'
real-time marketing, began to emerge
during the early 21st Century, albeit in a
fairly bespoke and implementation-specific
guise
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Real-time marketing Unrealized promise
The term "real-time marketing" has the
potential weakness of self-limiting the
underlying decisioning server capability to
cross/up-selling despite the observation that
this particular function is generally the most
compelling aspect of the application class.
Vendors therefore found themselves rebranding real-time marketing products to
suggest a more holistic appreciation of
enterprise interaction decision management.
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Real-time marketing Unrealized promise
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In some respects, these early realtime marketing customer
implementations were ahead of their
time despite acknowledged revenue
realization within the early adopters.
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Real-time marketing Unrealized promise
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Hosted real-time marketing solutions are
an obvious and increasingly prevalent
means of provisioning organisational
demand for this critical enterprise
capability
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Real-time marketing Unrealized promise
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Gartner's predictions for the Gartner Top
10 Technologies for 2011 suggest that
whatever the nomenclature, real-time
marketing will continue to evolve, crucially
to embrace mobile platforms underpinned
by an awareness of customer context,
location and social networking (collective
intelligence) implications.
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