Hight-Tech Marketing

Who is behind that 20% of customers that generates 80% of sales? Who are the most profitable customers? What new market segments are emerging, and can we get to them before the competition? Which customers are on the verge of leaving for our competitors? What products and services can we sell to our customers that we’re not selling them already? These and other questions find an answer in a new analytical and predictive Marketing that, by combining Marketing and Science, is debunking the “old Marketing” based on experience and intuition, two necessary elements, but clearly insufficient in the complex current context.

The conclusions of all the experts included here point in the same direction: Marketing must urgently supply itself with new techniques that allow it to become a discipline that is equally as respected as the area of Finance, which is vital to any company. In order for that to happen, it is necessary for Marketing to “copy” the best of Finance; that is to say, the irrefutable power of data, its analysis, and the transformation of both into strategic knowledge.

Knowing who they are, understanding and anticipating customers and markets cannot be an objective that relies solely on experience and intuition, so typical of “Old Marketing”. This objective must be based on an exhaustive knowledge of portfolio customers, potential customers and markets. Knowing who they are, what they are like, how many there are, and what they like and don’t like is only possible using the most advanced scientific Marketing techniques (“datamining & analytics”) and new customer research techniques (“Customer Insight”).

This combination of Marketing and Science has given way to a new discipline, “Customer Intelligence”, whose success is helping the most innovative companies the world over to reconsider their strategies, and which DAEMON QUEST is leading, developing a new way of understanding Marketing.

“Customer Intelligence” is based on:

• Customer Research & Datamining (“Customer Insight”): the objective is to know down to the smallest detail everything about our portfolio customers, using techniques such as Data Mining, statistics models, geomarketing, advanced modeling and artificial intelligence. 
• Market & Customer Research: the objective, in this case, is an in-depth knowledge of the potential market, using qualitative research (in-depth interviews, “focus groups”, etc) and quantitative research (panels, surveys, etc...).
• Environment and Competition Research (“Competitive Intelligence”): the goal is to analyze as much information as possible and reach critical conclusions about the environment, sector, and competition in which a company operates, by using secondary sources (panels, “ad hocs” and sectorial studies, among other techniques).

These three focuses facilitate a three-dimensional vision of the reality of customers, allowing any company to optimize its segmentation strategies, advanced customer management, generation of “leads” and acquisitions, cross-selling y up-selling, loyalization and customer clubs, retention plans, or churn prevention and reduction, to name only a few examples. “High-tech” Marketing is not science fiction; it’s a reality that is placing the customer at the heart of business strategies, and making Marketing the critical growth engine. We invite you to join the new scientific marketing of the 21st century.