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Executive White Paper from the Customer Engagement and Strategic Assessment Series

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Orchestrating the Technologies and Processes of the Customer Engagement Cycle

Strategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content management, and analysis-driven email messaging

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CONTENT // PAGES // SECTIONS
4            Acknowledgement of 44 contributors
5            Innovation and Investment in Marketing
11          Customer Engagement Defined
21          Operational Capabilities of Customer Engagement

  • Multichannel analytics
  • Voice-of-customer content analytics
  • Content planning and optimization
  • Customer engagement objects
  • Information maturity model for customer engagement
  • Process maturities for four engagement cycle technologies

39            Customer Engagement Partners and Practices
49            Innovation Leadership
54            About GISTICS

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Multichannel analytics refer to the applications, services, or practices that your firm uses to measure efficiency and effectiveness of traditional and online marketing programs as well as social media, voice-of-customer programs, and in-store or in-field marketing programs.  
Type of multichannel analytics in use today
IT-service delivery mode for Multichannel Analytics
Current Vendors: Multichannel Analytics
Current Stage of Multichannel Analytics Implementation
Personalized Messaging and Service Provisioning (PMSP) refer to the applications, services, or practices that your firm uses to communicate with prospects and customers and provide personalized URLs to online services.  
Type of PMSP system in use today
IT-service delivery mode for PMSP
Current Vendors: Personalized Messaging and Service Provisioning
Current Stage of PSMP implementation
MOM and MRM refer to the applications or platform that your firm uses to plan, develop, and execute traditional and online marketing programs.  
Type of MOM / MRM system in use today
IT-service delivery mode for MOM
Current Vendors: MOM
Current stage of MOM/MRM implementation
DAM and Media Supply-Chain Management refer to the applications, services, or practices that your firm uses to procure creative content, store reusable media components and templates for others to reuse, and track user-asset activities throughout a marketing operation and network of suppliers.  
Type of DAM and Media SCM system in use today
IT-service delivery mode for DAM and Media SCM
Current vendors: DAM and Media SCM
Current stage of DAM and Media SCM implementation
Multimodal Content Management (MCM) refer to the applications, services, or practices that your firm uses to warehouse its creative content and publish final-form printed marketing collateral and web pages to pre-defined user preferences and cognitive mind-styles.  
Type of MCM system in use today
IT-service delivery mode for Multimodal Content Management
Current Vendors: Multimodal Content Management
Current Stage of Multimodal Content Management
Social Media Optimization (SMO) refers to the applications, services, or practices that your firm uses to identify, track, measure, and summarize the keywords and phrases used by customers, stakeholders, and competitors in blogs, forums, social networks, and web posts.  
Type of Social Media in use today
IT-service delivery mode for SMO
Current Vendors: SMO
Current stage of Social Media Integration