Blog: Naras Eechambadi

Showing blogs: 1–8 of 8

Are Communication Service Providers Really Ready for the Future?

Aug 30 2011

The media world has been and continues to undergo dramatic shifts as content continues to be delivered and consumed in myriad ways. A recent McKinsey Quarterly paper highlights the dramatic increase in the intensity with which people use digital devices and platforms. Approximately 50% of online consumers are now advanced users of smart phones, social networks and other tools such as tablets, up from 32% just two years ago.

The clock is ticking on net tracking

Apr 14 2011

A few weeks ago, I wrote a blog suggesting that marketers and the DMA get ahead of net tracker legislation, after the FCC had invited some comments on proposed privacy legislation. Then came word that Senators John Kerry and John McCain, both senior and influential from opposite sides of the political and ideological spectrum, are co-sponsoring an "online privacy bill of rights".

Quaero Founder Naras Eechambadi Featured in BtoB Magazine Virtual Roundtable

Apr 7 2011

Database face-to-face
B2B Magazine's expert panel discusses how information integration across all sales and marketing channels has created new opportunities and challenges

Recently, Forrester Research released “The Forrester Wave: U.S. Database Marketing Service Providers Q1 2011.” To take the pulse of the direct and database marketing industry, BtoB East Coast Bureau Chief Christopher Hosford conducted a virtual roundtable discussion with executives from companies identified in the report as industry leaders to discuss the rapidly evolving abilities of marketers to gain better customer insights for more precise targeting and revenue production. Participating in the virtual roundtable were Naras Eechambadi, senior-VP and general manager at Qauero; Dennis Kooker, president-COO of KBM Group; Bob Moorhead, VP-general manager, client services at Epsilon; Tim Suther, CMO of Acxiom; and Mark Wright, president-CEO of Targetbase.

Does Marketing Measurement Really Matter?

Apr 1 2010

I attended a webinar presented by Professor Paul Farris of The Darden School of Business at the University of Virginia. He was promoting his updated version of his book on Marketing Metrics which was recently released.

He had done a survey of the folks that were registered for the webinar and the results were interesting.

The Customer Ecosystem - a focus for CMOs

Dec 17 2009

Naras and I are in the process of writing a book chapter for a project called Masters in Marketing. Focused on strategic brand management, the book largely provides guidance for marketers looking to understand how to strengthen their brand in an increasingly complex and interconnected world. We've been tasked with writing about the "focus of the CMO"...and as you'll come to see, we go slightly against the grain; while brand matters, the customer and his/her ecosystem matter more.

Below is the start of our work. I'll publish more pieces as it evolves, but I certainly welcome your input as we build out this chapter.

Are you building customer loyalty?

Oct 28 2009

That may be one of the toughest questions your organization has to answer. A consumer might be completely satisfied with a brand, but does that mean she won't jump at a chance to save money, become more efficient, etc? It can be hard to stay loyal when there are many options available, and simply providing world class customer satisfaction is no longer enough.

Walker Information Inc. recently polled consumers on the topic of loyalty. Their research indicated "there's still a yawning gap between the percentage of people who say they're satisfied with a business and those who consider themselves 'loyal' to that business-intent on maintaining the relationship and continuing it into the future." Jeff Marr, Vice President at Walker offered this, "Many companies have figured out how to deliver satisfaction, but they've not yet figured out how to earn loyalty anywhere near those levels."

Will hard times spur innovation?

Jul 13 2009

Based on what I observe with many of our clients these days, particularly the ones that are hurting the most, I wonder if "hard times bring forth innovation". Clients in multiple industries seem more open to considering new ways of doing things, perhaps because the same old same old is simply not working anymore Or is it perhaps because they are so desperate, they will try anything? Actually, having spent some time with senior marketing executives as well as general managers, I think the smart ones see an opportunity to actually use these hard times to execute on ideas they have had for some time - so it may be a case of not letting a crisis go to waste.

The Paradox of Marketing Automation

Jun 18 2009

Marketers at most companies choose their campaign management tool in one of two ways. The first approach is to feel a pain around their ability to execute multiple, increasingly complex campaigns. They then figure that the right software can help ease this pain and go pick a software tool, have it implemented train their people and hope for the best. Not the best approach but one it is a road taken by many. This approach usually leads to regrets and recriminations, but that is to be expected. The second way is a little more thoughtful and deliberate. This approach takes the time to identify business requirements, develop a business case not only for the purchase and installation of the software but also for any other related changes in process, organization and skill upgrades that may be involved in this transformation. See my colleague Joe Kelly's blog on selecting a marketing automation tool for more on this.

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