Compete, Inc. Reports Conclusions From Marketing Thought Leaders; World Class Brands Explore How to Market to the New Digital Consumer.
BOSTON -- Compete, Inc., the leading predictive analytics Predictive analytics encompasses a variety of techniques from statistics and data mining that process current and historical data in order to make “predictions” about future events. firm, today announced the conclusions from its second annual Customer Day. Leaders from companies including Carlson Hotels Worldwide, DaimlerChrysler, E-LOAN(R), Kia Motor Americas, Lycos Inc., Nextel, Racepoint Group, Sprint, Subaru of America, Teva Neuroscience neu·ro·sci·ence
Any of the sciences, such as neuroanatomy and neurobiology, that deal with the nervous system.
the embryology, anatomy, physiology, biochemistry and pharmacology of the nervous system. , T-Mobile USA, Upromise(R), Verizon Wireless Cellco Partnership, doing business as Verizon Wireless, owns and operates the second largest wireless telecommunications network in the United States, based on total wireless customers. , Virgin Mobile USA Virgin Mobile USA (NYSE: VM) is a cellular telephone company that is a joint-venture between Sir Richard Branson's Virgin Group and Sprint Nextel. Virgin Mobile USA uses Sprint's CDMA-based Personal Communications Service (PCS) network. , W2 Group, Yahoo! and Yahoo! Search Marketing See Overture. shared their experiences in the marketing roundtable discussions. The event, held at the Downtown Harvard Club of Boston on June 16, addressed how the Internet is enabling marketers to better see, reach and deepen relationships with the new digital consumer.
"The Internet has unleashed a new digital consumer who is market savvy, self informed and armed with personalization Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences. tools such as blogs, TiVo and satellite radio," said Don McLagan, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Compete. "Difficult to target with a single message or medium, this catalytic consumer is changing marketing. However, by treating this new consumer as an equal, leading marketers are engaging in a personal and relevant dialogue that builds both customer trust and brand loyalty."
Conclusions from the day:
--Consumers are in control: The morning's keynote speaker, author and W2 Group Chairman and CEO, Larry Weber, described a new marketing category, "Consumer-to-business (C2B C2B Consumer to Business (consumers naming their price for various products or services)
C2B Command and Control Battlelab
C2B Consulting to Business
C2B Commerce to Business
C2B Customer to Business
C2B Client to Business ) marketing happens when consumers control the way marketers talk to them. In this new landscape, traditional means of marketing will move to the peripheral area of communicating with customers, and marketers will turn to the digital environment to foster dialogue."
--Marketing is being disrupted: Because marketing is changing, Bonita Bonita (Spanish and Portuguese for "beautiful") is the name of:
--New marketing solutions are required: Vice President of Upromise, David Coppins, has made some changes, "Our marketing needed to change so we started developing predictive models, which have provided us great opportunities in personalization. Now, we are working with Compete to develop a real-time, interactive tool that works to get the right offer to the right person at the right time."
--It's time to redefine Verb 1. redefine - give a new or different definition to; "She redefined his duties"
define, delimit, delimitate, delineate, specify - determine the essential quality of
2. the customer relationship: Wenda Harris Millard, Chief Sales Officer of Yahoo!, delivered the afternoon keynote, "The marketers' great challenge today is not about reaching people, but about connecting with them. We need to think about consumer behavior in an always-on world where sound bites sound bite
A brief statement, as by a politician, taken from an audiotape or videotape and broadcast especially during a news report: "The box has been spitting forth maddening nine-second sound bites" are no longer enough. Now we need the whole story to develop these connections."
A summary observation by Larry Weber:
"Today's consumers are in more control than ever, as they move from medium to medium, determining how, when and where brands communicate with them," observed Larry Weber. "The best companies are practicing constituency management deep within digital channels such as micro sites, blogs and social networks. For companies that understand how to foster stronger dialogue in these channels, at the micro segmented level, the outcome is a stronger brand and more loyal customers."
To request a CD with audio recordings and presentations from the event, contact Donna Murno at firstname.lastname@example.org.
About Compete, Inc.
Compete provides the earliest indication of actual consumer behavior available, which gives clients the information needed to improve the effectiveness of customer acquisition, servicing, cross-sell and retention. Compete has proven that online data on consumer behavior is a predictive indicator of total demand and purchase intent - both offline and online. Compete leverages its database of the daily behavior of more than 10 million online consumers to offer predictive analytics, which Compete's industry experts interpret to provide clear recommendations for action. Since launching its services Compete has provided major auto manufacturers, financial services The examples and perspective in this article or section may not represent a worldwide view of the subject.
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