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1、2013Number2On-demandmarketingEngagingconsumerswithjusttherighttouch2013Number2ThisQuarterThisissue’scoverstoryremindsusjusthowmanyextraordinarychangeswenowtakeforgrantedintheworldofmarketing:theinstantavailabilityofproductinformationthroughsearch;thesharing,comparing,andratingofexperiencesthroughs
2、ocialmedia;theabilitytoengagevirtuallywithproductsandservicesonmobiledevicesatanyplaceortime.“Butwe’rejustgettingstarted,”notemycolleaguesDavidEdelmanandPeterDahlström.Withinthedecade,chipsembeddedinphysicalproductswillenablecustomers,withjustatouchoraswipe,tointegratetheirreal-worldanddigitalexpe
3、riencessothattheyareessentiallyindistinguishable.Thatholdsenormousimplicationsforcompaniestryingtomarkettothosecustomers,whosedemandforanywhere,anytime,personalizedengagementwillriseastechnologyenablesmoreofit.Animportantpieceofsolvingthispuzzleisintegratingandexploitingextraordinaryvolumesofdata.
4、Manycompaniesarealreadybecomingenthralledbythepromiseof“bigdata”andadvancedanalyticstoidentifyoverlookedopportunities,stimulatenewbusinessapproaches,andboosttheeffectivenessofday-to-dayoperations.MycolleagueDavidCourtandhiscoauthorsproposeasimplesolutiontofulfillingthatchallengingpromise:undertake
5、big-dataplanningwiththesameseriousnessofpurposeandenterprise-wideperspectivethatdistinguishthebeststrategicplans.Indeed,theysuggest,thevalueofsucheffortsissosignificantthatwe’reonthevergeofadata-planningboomsimilartothewidespreadadoptionofstrategicplanningsome40yearsago.Greatdata,thoughanenablerof
6、greatdecisions,willnotbeenough.AsStanfordprofessorChipHeathandmycolleagueOlivierSibonyremindusintheirfascinatingdialogue,companiesarepronetomakeexpensivemistakesiftheydon’thaveprocessesinplacethatstimulatedebate,embraceuncertainty,andintroduceoutsideper-spectives.Theirconversation—withinsightsfrom
7、Heath’snewbook,Decisive:HowtoMakeBetterChoicesinLifeandWork—isaccompaniedbyasummaryofearly-stageresearchSibonyisundertakingwithUniversityofSydneyprofessorDanLovalloonthestylesofdifferentdecisionmakers.There’smuch