7P’s interview – Ephlux Insights with Toni Keskinen (of Future CMO)

Here’s my interview with Mr Babar Khan Javed about the backround of my thinking that led to re-creation of Marketing’s 7P’s published in ADMAP November 2014 Further reading: Marketing’s 7P’s published in ADMAP November 2014 Branding = Change Management & Operational Excellence Loyalty for Pragmatists – It’s not about loyalty schemes Managing Brand – theContinue reading “7P’s interview – Ephlux Insights with Toni Keskinen (of Future CMO)”

Admap Best Practice: Mapping the Customer Journey

This is the original non-edited version of the article I wrote for Admap January 2014 issue: Best Practice in How to Map Customer Journey by Toni Keskinen Customer Purchase Journey by definition is the customer’s journey from existing life experiences to initiation, cross-channel consideration and purchase. Customer Journey then continues to using the product orContinue reading “Admap Best Practice: Mapping the Customer Journey”

Customer Journey – creating order in to a chaos

What is it that you need to pay attention to, when you are optimizing marketing profitability, designing new products, measuring your organization, forecasting customer behavior in case of changes in the market conditions or deciding about investment allocation. In my opinion, there is one single theory, ideology and toolkit that can help in any decision-makingContinue reading “Customer Journey – creating order in to a chaos”