Eric Feinberg, Senior Director of Mobile, Media and Entertainment at ForeSee, discussed the importance of analytics in a customer-driven world during his presentation at the 2014 Chief Marketing Officer Leadership Forum in Los Angeles on Jan. 27. In his presentation, “Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World,” Feinberg stated that the customer experience drives the corporate world, and it is imperative for an organization to use analytics to ensure that its clients get the support they deserve.
Feinberg noted that customers have access to more information than ever before. Meanwhile, Feinberg acknowledged that an organization can deliver an omni-channel customer experience to keep its clients happy. With an omni-channel customer experience, Feinberg said, an organization can collect valuable data about its customers and provide them with outstanding support: “The analytics challenge that we have today, really, it comes to this issue that traditional metrics that we use to run our marketing organizations are single channel. They’re uni-directional. The reality is that we have this multichannel, multi-device consumer who – we don’t know where they are.”
According to Feinberg, multi-channel predictive analytics could transform the corporate world. As organizations look for competitive advantages over their rivals, Feinberg said, multi-channel predictive analytics will provide valuable information about prospects and customers: “It’s going to radically change the way that you make your critical investments and decisions. It’s going to lead to a competitive advantage for you, and that’s the key.”