Monographs

SKA Monographs explore topics of interest to our clients and are based on our practical experience and research. Innovation is at the heart of our advice and we have, for 20 years, been creating leading-edge thinking around some of the highest value concepts in the fields of business intelligence and, specifically, customer intelligence. Many publications have an exclusive focus on business innovations or technology innovations but fail to demonstrate how these two domains are linked. SKA prides itself on bridging this gap and our wealth of knowledge in the retail and telecommunications sectors allow us to address real-world applications of technology to pressing business challenges. Our broad range of expertise allows us not just to communicate best practice, but to invent it. We invite you to explore some of our latest publications.

The paradox of the early years of the new century is that businesses have never before employed more sophisticated technology to refine the practice of marketing and the consumer has never before been deluged with more junk messages from so many sources. But all that is about to change.

As the transition from mass marketing gains momentum, the key to employing the new techniques of differentiated marketing is to have superior intelligence concerning customers. Customer Intelligence – from data to dialog outlines clearly how and why the world of marketing is going to change. It provides an eloquent, urbane and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilised to create customer profiles with a clear sighted understanding of how these profiles may be employed in campaigns. The reader is exposed to the potential of customer information and the reluctance of many businesses to seize the opportunity. It explains why the sterile data gathering techniques based on customer surveillance must be abandoned in favour of dialogue marketing. The reader will be challenged to consider the practical implications of the collapse of time in the wired universe and how real time segmentation will work in practice. But most of all, the reader is challenged to leave the past behind and to finally embrace marketing as a mathematically precise science. In this landmark book the past is dissected and the future is proclaimed. It is essential reading.