"Smarter commerce" is more than just another enterprise technology tag-line. It's a concept enterprise executives should be taking seriously.
You'll find that confirmed if you spend a little time in our Smarter Commerce tutorial with Alisa MacLin. Alisa is Vice President, IBM Smarter Commerce Marketing, which means she's reponsible for the global marketing strategy for an approach designed to put help manage the entire commercial cycle -- including buying, marketing, selling, and servicing.
What's new about the approach -- and what makes it exciting -- is that it's committed to customer-centrism. What does that mean? In practice, it means putting the consumer in the driving seat when it comes to strategic decisions and actions.
The reason it's become possible to do this, of course, is the development of the global online conversation between enterprise and customers -- and, more importantly, between customers and other customers.
With the right tool, it's now possible not just to track market response to enterprise initiatives in real-time, but to predict what that response is likely to be. It's possible to learn from customer themselves what really works, whether in terms of products, offers, campaigns, and follow-up service, or just at the basic level of where customers like to make purchases and how they expect the purchases to be delivered.
Smarter commerce draws together three key threads of the digital revolution: social networking -- that global conversation -- business analytics, and mobile communications. Follow Alisa as she explains the importance of tracking social and mobile channels, and how analytics can be used to derive insights from the wealth of data generated.
The tutorial includes not only a series of presentations, but also a guide to further informational materials, and the opportunity to ask questions of the tutor.
As Alisa says, placing the customer at the center of decision-making can help "market, sell, and fulfill the right product and service at the right price, the right time, and the right place." Is your business already focused on the customer? Take the tutorial poll, and let us know.
— Kim Davis , Community Editor, Internet Evolution