Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy

Index

A

AARP, 179

Acquisitions, 94

Actionable outputs, 175

Aetna, 28

Algorithms, 166

Alignment

infrastructure and process, 158–159

leadership, 186–187

metric, 200

strategy, 185

Amazon

brand building by, 5

customer relations of, 47–48

impact of, 45

platform of, 10

Analytics

cross-channel marketing and, 173–175

flexible, 171

infrastructure, 180–182

nonprofit, 58

operationalized, 171–172

predictive, 147

retail, 48

Apple Store, 31

Attitudes, 90

Attribution

budgets and, 145

cross-channel marketing and, 174–175, 180

and data considerations, 34–35

formula, 175

function of, 141–142

identity, 164

integrated measurement for, 142–143

last-touch method for, 142

need for, 141

Audience platforms, 9–10

Audience slide, 50

Auto insurance, 32–33, 40

B

Baby boomers, 55

Banking

customer-centric strategies of, 37–38

regulation of, 36–37

traditional focus of, 36

Behaviors, 81–82, 91

Big Data, 15, 19, 66, 172

Blueprints, 116–118

Bottom-up measurement, 143–145

Bottom-up path, 25

Brands

attributes, connecting, 85

best practices, 30–34

connected creative and, 126–127

consumer relationships to, 28–29

CPG focus, 32

customer focus, integration of, 23

engagement of, 65

marking plans for, 146

relationships, 90–91

revolution, 7–8

TME, 49–50

Budgets

allocation of, 145–148

analytics for, 147

forecasting by, 145–148

media costs, 20

Business case

allocation of, 216–217

definition of, 216

leadership and, 187

Business model diagram, 28

Business model transformation CRM, 29–30

Business strategy alignment, 185

C

Campaign-level ...