Forum - Total recall: Transforming the possibilities of customer intelligence in an age of intelligent commerce

Sean Kelly

In the ever-changing contemporary marketing and media environments, traditional conceptions of 'the customer' no longer apply, and similarly long-relied upon marketing techniques and product measures have also been forced to give way to a number of new tools and methodologies.
  

Forum – Total recall: transforming the possibilities of customer intelligence in an age of intelligent commerce

Sean KellySean Kelly & Associates Ltd

INTELLIGENT COMMERCE AND THE INFORMATION-DRIVEN ENTERPRISE: AN INTRODUCTION

In the not so distant past customers were anonymous, transaction data were sparse, product complexity was limited and mass marketing processes communicated uncomplicated messages to customers who appeared to act as a reasonably homogeneous monolith. Today most customers are identifiable and transaction data provide a rich source of insight into the complex choices of an increasingly fragmented consumer society. It is no longer adequate to identify trends...

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