Context: Levers for transformation, the 8C's path to competitiveness
Companies are using traditional cost reduction levers starting with the rationalization of their infrastructure, followed by applications and business processes. These levers, when correctly executed, return an average of 15% to 20% cost savings; based on an average IT budget of 3% of revenues, this will have an impact of about 0.5% on the bottom line, which is interesting but not fascinating.
Today, Cloud computing capabilities are helping companies to speed up their turnaround time in deploying solutions which give them a better level of flexibility and elasticity, while having less capital expenditure.
But the true path to competitiveness is how companies understand and manage the critical information they need, and their capability to quickly aggregate and transform data into information and insight.
As a Marketing professional, you must quickly understand what you don't know about customer sentiments, market trends, industry buzz, product and service issues, brand, partners and competitors. If you do so, you can now support corporate initiatives including voice of the customer, brand and sentiment analysis, campaign management, win/loss analysis, competitive intelligence, and customer intimacy and retention, which will have a bigger payoff.
The social universe could be an extraordinary source of untapped information, but it is unfiltered with poor quality, and irrelevant to your business unless you put the information in context of your needs.
To make it relevant, you will spend a lot of time and effort to clean it, to the point where your social media resources will end up spending most of their time managing data quality and try to find the relevant mass mavens of your industry.
Today, Cloud computing capabilities are helping companies to speed up their turnaround time in deploying solutions which give them a better level of flexibility and elasticity, while having less capital expenditure.
But the true path to competitiveness is how companies understand and manage the critical information they need, and their capability to quickly aggregate and transform data into information and insight.
As a Marketing professional, you must quickly understand what you don't know about customer sentiments, market trends, industry buzz, product and service issues, brand, partners and competitors. If you do so, you can now support corporate initiatives including voice of the customer, brand and sentiment analysis, campaign management, win/loss analysis, competitive intelligence, and customer intimacy and retention, which will have a bigger payoff.
The social universe could be an extraordinary source of untapped information, but it is unfiltered with poor quality, and irrelevant to your business unless you put the information in context of your needs.
To make it relevant, you will spend a lot of time and effort to clean it, to the point where your social media resources will end up spending most of their time managing data quality and try to find the relevant mass mavens of your industry.