David Rosen of TIBCO Loyalty Lab, a sponsor company at the marcus evans CMO Asia Summit 2013, on leveraging technology in the marketing function. Interview with: David Rosen, Strategy Analytics and Consumer Insights, TIBCO Loyalty Lab

1. How Marketing Can Get a Complete Picture of the
Organisation’s Customer Base
How could they better analyse advantage. In loyalty programmes,
trends and turn data into actionable many are matching competitors but few
insights? are striving for real success in the
market by taking a proactive approach.
The most important thing a CMO can do
with analytics is uncover trends and Any final words of advice?
anomalies quickly, and act to suppress
or amplify the changes. But this is much Innovate faster, leverage technology to
easier said than done. test new ideas and approaches quickly,
and grow those that work.
Uncovering anomalies is often like
peeling an onion. The real change It is no longer satisfactory to look at
in customer behaviour lays a few levels marketing metrics on a quarterly or
Interview with: David Rosen, deep. monthly basis. Measurement needs to
Strategy Analytics and Consumer be real time, as do marketing initiatives.
Insights, TIBCO Loyalty Lab Marketing is not an isolated endeavour,
so it is important to get a complete
picture of what is going on with the
Chief Marketing Officers (CMOs) can customer base. Once you find the
leverage technology to turn data from a nuggets of information, it is just as
burden into an asset, according to David important to impart change as quickly
Rosen, Strategy Analytics and as possible, i.e. to have rapid “test and
Consumer Insights, TIBCO Loyalty learn” cycles. This is what dramatically
Lab. They can use analytics to get a
complete picture of their organisation’s
customer base, uncover trends and
changes market dynamics and where
the real value of technology lies. Marketing
impart change as quickly as possible. The real benefit of harnessing this
is not an
This is where the real value of information effectively is the speed at
technology lies, he unveils. which innovation occurs. Marketers who
are leveraging analytics and real-time
From a sponsor company attending the systems to market to their customers
marcus evans CMO Asia Summit are simply beating out their
2013, in Macao, China, 27 - 29 May,
Rosen discusses how the marketing
function can utilise analytics to turn big
competition. We are seeing it again and
again. An example is location-based
offers via mobile.
isolated
data into an asset that impacts bottom
endeavour
line results. What do CMOs overlook that you
consider critical?
What issues are challenging CMOs
in Asia today? First and foremost, they must leverage
technology. Things are often still done
Dealing with data in silos and from manually, leading to inefficiencies and
disparate sources is a major challenge “slow” marketing initiatives.
for them. I often hear Marketers in Asia
say they have different data in different Also critical today is leveraging data via
systems, and do not know what to do predictive analytics. Through this they
with it. CMO can leverage technology to can proactively deliver targeted
turn this from a burden into an asset. communications, which in turn drive
There are tools for them to explore, repeat purchases. Leveraging data they
consolidate and act on data to directly do not already have, but can have (such
impact the bottom line. as social), will give them a competitive

2. About the CMO Asia Summit 2013
The Marketing Network –
marcus evans Summits group This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao,
delivers peer-to-peer information China, 27 - 29 May 2013. Offering much more than any conference, exhibition or
on strategic matters, professional trade show, this exclusive meeting will bring together esteemed marketing
trends and breakthrough professionals and solution providers to a highly focused and interactive networking
innovations. event.
www.cmoasiasummit.com
Please note that the Summit is a Contact
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About TIBCO Software Inc.
TIBCO Software Inc. (NASDAQ: TIBX) is a provider of infrastructure software for companies to use on-premise or as part of cloud
computing environments. Whether it’s efficient claims or trade processing, cross-selling products based on real-time customer
behavior, or averting a crisis before it happens, TIBCO provides companies the two-second advantage® – the ability to capture the
right information, at the right time, and act on it preemptively for a competitive advantage. More than 4,000 customers worldwide
rely on TIBCO to manage information, decisions, processes, and applications in real time. Learn more at www.tibco.com
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To view the web version of this interview, please click here: www.cmoasiasummit.com/DavidRosen