| | April 20186CIOReviewThe growth of digital channels and the evolution of innovative tools are elevating the concept of marketing to newer levels. The landscape is moving away from mass, "push"-based marketing towards a more personalized, intercommunicating one with consumers through multiple channels and devices they use.The overarching idea is to provide a seamless experience to consumers, regardless of the channel or device--be it a physical store, an online website or mobile app, through a catalog, or through social media. Each piece of this consumer experience should be consistent and complementary. To achieve this feat, marketers are leveraging mounds of customer data to tap into customer affinities and behavior. This will help them adopt omnichannel strategies and better understand the customers, and exceed their expectations with every interaction. Analytics plays a huge role here. Innovative analytics tools help marketers to regularly review the experience customers go through while researching, purchasing, and connecting with the products. With powerful data points at the customer level to see how they interact both online and in the store, the companies can tailor messages and offer those customers products according to their appropriate channel.The next level of innovation in marketing aims to automate the data-driving decision processes instead of mere reporting of data. In doing so, companies can leverage machine learning and provide the solution with services from IBM's Watson Analytics, Google Prediction API, Microsoft's Azure ML Studio, and Amazon Machine Learning.Evidently, these capabilities have boosted investments in analytics software platforms coupled with sophisticated dashboards that can understand business objectives and perform standard analytics reporting. While cloud-based, mobile and smart tools are gaining traction, companies are also deploying social media tools for measuring the performance of their social media initiatives. In a nutshell, organizations that are more successful with their marketing, view the initiatives through the eyes of the customers. In this scenario, there are scores of innovative solution providers in the market who can help organizations achieve success in their marketing endeavors. This edition of CIOReview brings the spotlight on the leading companies this landscape.Let us know your thoughts. Jeevan George Managing Editoreditor@cioreview.comEditorialMarketing through the Eyes of CustomersCopyright © 2018 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.CIOReviewAPRIL - 30 - 2018Contact Us:Phone:510.565.7614Fax:510-894-8405Email:sales@cioreview.comeditor@cioreview.commarketing@cioreview.com APRIL - 30 - 2018, Vol 07 SE 25 Published by ValleyMedia, Inc.To subscribe to CIOReviewVisit www.cioreview.com CIOReviewEditorial StaffSalesCarolynn WaltersKyle SummersMelissaRanjita NayakSarah FernandesSam EricssonAndrew Smithandrew@cioreview.comVisualizersIssac George Ajay K DasManaging EditorJeevan GeorgeDIGITAL MARKETING SPECIAL*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staff
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