The Seven Frames of Marketing Intelligence

by Raymond Pettit

Customer relationship management (CRM) promised a seamless flow of customer insight for executives. Yet instead many organizations are grappling with expensive software installations and information systems containing gaps and inconsistencies, causing lost business potential. To make matters worse, companies are being asked to do more with less across the board. A remedy that aligns the primary facets of business information offers welcome relief. To that end, understanding the multiple frames of marketing intelligence can promote the alignment of technology, business processes, and customer measurements. This enabling framework allows businesses to harness the torrents of data streaming through today's systems while supporting the infusion of intelligence and insight about customers throughout the organization.