By Michael Collins
Currently commercial intelligence and knowledge management are being addressed on varying levels of sophistication often usually emanating from IT departments. Instead it needs to be a key process in the definition, implementation and ongoing measurement of the commercial strategy.
About the author
BA(Hons), DipM, FIDM, MCIM, MInstD is the managing consultant of Database Marketing Counsel
, a specialist data strategy consultancy. A CIM chartered marketer and Fellow of the Institute of Direct Marketing, he is an internationally acknowledged consultant, trainer and author on database marketing and CRM. His experience covers more than 20 years in providing actionable strategy and direction on gaining customer insight and building customer relationships for more than 120 companies in the UK, Europe and North America split almost 50/50 B2C and B2B, in most sectors. He is author of “Using Marketing Databases” in e-Business Fundamentals, published by Routledge, New York & London, 2003 and lectures in database and CRM at the Business School at Brunel University, London. In addition his seminars and workshops in database marketing have been delivered in the UK, Scandinavia, France, North America and the Far East.
Visit Michael Collins's page on The CMC
Database Marketing Counsel website