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Advancing Customer Intelligence in APAC

How using high performance analytics yields more valuable customer engagement

The Chief Marketing Officer (CMO) Council and SAS will team to take an active thought leadership role in advancing the state of Customer Intelligence in the rapidly evolving Asia Pacific (APAC) region. This best practice, knowledge brokering initiative, and dialogue series looks at how using high performance analytics (HPA) yields better, faster marketing decision making and more valued, profitable customer engagement.


Download "Advancing Customer Intelligence in APAC" »

Quantify How Well You Unify

The CMO Council partnered with Tealium to lead a targeted outreach effort to engage its members in qualitative and quantitative conversations around the economics and benefits of unifying marketing technologies and data. These findings resulted in a credible body of knowledge that amplify t ...   Report Details


Advancing Customer Intelligence in APAC

This report explores how companies, specifically those with a presence in Asia-Pacific, can engage with customers in a more valuable way by being more adept at big data analytics. Not surprisingly, marketers report being overwhelmed by growing volumes of customer data and are still playing catch-...   Report Details


2Degrees (New Zealand) - Malcom Phillipps, Chief Marketing Officer

AA Insurance (New Zealand) - Richard Park, Head of Marketing

ASB (New Zealand) - Neil Hanna, Head of Customer & Marketing Analytics

Australia Post - John Moore, General Manager Marketing & Customer Experience

Commonwealth Bank of Australia - Geoffrey Kerry, Head of Analytics

GE Capital (Australia) - Renae Smith, Marketing Director

Genesis Energy (New Zealand) - Christopher Watney, Head of Sales & Marketing

George Weston Foods (New Zealand) - Sandra Geange, General Manager Marketing

ING BOB Life Insurance (Beijing) - Pieter-Bas Vos, Chief Marketing Officer

ING Direct (Australia) - Carlie Lau, Head of Marketing

Korvac (Singapore) - Jos Birken, Chief Marketing Officer

Loyalty (New Zealand) - Chris Lamers, Head of Customer Engagement

Medibank (Australia) - Chris Carroll, GM Marketing & Group Brand

New Zealand Post - Hamish Mitchell, Head of Marketing & Insight

Pan Pacific Hotels Group (Singapore) - Kittisak Eh Chuei, Director of Loyalty Marketing

PayPal (Singapore) - Yogesh Sangles, Regional Head of Marketing

Singtel (Singapore) - Mike Sherman, Head of Center of Exellence & Business Intilligence

Southern Cross Health Society (New Zealand) - Emma Mathews, Marketing & Brand Manager

Suncorp Australia - Mark Reinke, Executive General Manager, Group Marketing

Tata (Mumbai) - Veetika Deoras, VP Brand Marketing and Corporate Communications

Telecom Retail (New Zealand) - Chris Thompson, Head of Marketing

Telstra (Australia) - Liz Moore, Chief Marketing Officer

Unilever (Singapore) - Rudratej Singh, Global Brand Director


This study will include an assessment of customer intelligence progress and an identification of where and how key verticals can benefit from the adoption of High-Performance Analytics to “Improve Every Marketing Move.”

A series of “discovery” discussions with banking, insurance and telco marketers in ANZ and Southeast Asia will cumlinate into a strategic brief, which will be the topic of conversations during dinner dialogues with CMO Council members in Auckalnd, Melbourne, Singapore and Sydney during Q2, 2012.

Topics of conversation will include:

  • Corporate culture and degree of customer-centricity for smarter decision making in their respective organizations
  • Ability to collect, integrate and harvest value from distributed, cross-border customer data
  • Level of Customer Intelligence and use of HPA tools, technologies and data sets
  • Impact customer intelligence is having on strategy and planning; campaign execution; customer experience; and cross-channel effectiveness
  • Potential Customer Intelligence applications and areas of adoption and use in their organizations
  • Level of knowledge, receptivity and interest in driving customer insight and analytics across the business

93% of executives believe their organization is losing revenue – on average, 14% annually – as a result of not being able to fully leverage the information they collect - Oracle 2012

A new IDC study says the market for big data technology and services will grow from $3.2 billion in 2010 to $16.9 billion in 2015 - CIO Insight 2012

If an average Fortune 1000 company can increase the usability of its data by just 10%, the company could expect an increase of over 2 billion dollars - InsightSquared Infographic 2012

Data volume is growing 40% per year, and will grow 44x between 2009 and 2020 - McKinsey Global Institute 2011

29% of organizations in the APEJ region are evaluating “Big Data” tools and over 30% still do not have plans regarding these technologies – IDC 2011

38% of organizations surveyed reported practicing advanced analytics, whereas 85% said they would be practicing it within three years – TDWI 2009

Over 65% of the 1,300 CIOs and IT decision makers who participated in a recent Asia/Pacific excluding Japan (APEJ) survey consider Business Analytics (BA) a top priority for their organization, both in the short and long term. – IDC 2011

Worldwide IT spending will grow 6.9 per cent year-over-year to US$1.8 trillion in 2012. As much as 20 per cent of this total spending will be driven by smartphones, media tablets, mobile networks, social networking and Big Data analytics - IDC 2011

33 percent of business intelligence functionality will be consumed via handheld devices by 2013 - Gartner 2011

By 2014, 30 percent of analytic applications will use in-memory functions to add scale and computational speed. By 2014, 30 percent of analytic applications will use proactive, predictive and forecasting capabilities - Gartner 2011

July 2012 - In the era of Big Data, SAS Institute CEO Jim Goodnight would have companies ask more interesting questions - The Economic Times

July 2012 - Are Digital Marketers Drowning in Data? -

July 2012 - Big Data Holds Big Promise for Government - Smart Data Collective

July 2012 - SAS Unlocks Value Hidden in Big Data - CFOWorld

July 2012 - The New Face of Business Analytics - Computerworld

July 2012 - The Data Challenge: Leveraging Technology to Clean up the 'Mess' - BtoB Magazine

July 2012 - Using Big Data To Deliver A Better Consumer Experience -

June 2012 - Business Intelligence Market Revenues Grow with Infrastructure Consolidation - itWire

June 2012 - Asia Looking to Leapfrog in Big Data - Forbes

June 2012 - Big Data Adoption is at 'Tipping Point' -

June 2012 - Big Data is 'Crude Oil' of Digital World - Total Telecom

May 2012 - Companies Must Think Big Data or Bust - ZDNet Australia

May 2012 - Value of Big Data Analytics Largely Untapped-

May 2012 - New Big Data Frontier Seeks Pioneers - The Australian

May 2012 - Big Data Acquisitions Pave Way to Fast, Effective Innovation -

May 2012 - BI Adoption Trends in Asia Pacific: High Priority, Poor Execution -

May 2012 - Five Things CIOc should Know About Big Data - PC World Australia

May 2012 - The Problem with Big Data is Nobody Understands It - Gizmodo Australia

May 2012 - The Data Deluge: In Asia and Beyond - Edb Singapore

April 2012 – Fast Data hits the Big Data fast lane –

April 2012 – B2B Marketers: Use Big Data, New Tools to Evaluate, Execute, Evolve -

April 2012 – Research: The Big Data Management Challenge –

March 2012 - Australia Uses 'Big Data' Analytics for Geothermal Energy - FutureGov

March 2012 – Big Data: Hadoop, Business Analytics and Beyond –

March 2012 - "Big Data' and 'The Cloud' Named Most Confusing Tech Words of the Decade - The Malaysian Insider

March 2012 – Expanding the Borders of Financial Analysis –

March 2012 - Curiosity May Have Killed the Cat but Complacency Will Kill the Marketer -

February 2012 - How to Rein in the Riches of Big Data -

February 2012 - Customer Still Driving APAC IT Priorities –

January 2012 – 2012 Big Data’s Year to Shine –

November 2011 - Business Analytics to Become the Center of Business Value for Asian Organizations in 2012, says IDC –

November 2011 - CFOs Turning to Business Analytics to Co-Pilot the New Asian Enterprise –

October 2011 - 'Big Data' to Drive Analytics Adoption in APAC -

October 2011 – The Big Data Wave: Why and What CIOs Need to Know –

July 2011 - Is Asia Ready for the Coming Data Revolution –

October 2010 - Making Your Data Work for You –

High-Performance Analytics – SAS

Magic Quadrant for Business Intelligence Platforms - Gartner

Supply Chain Analytics Implementation during Business Transformation - Infosys

Big Data: The Next Frontier for Innovation, Competition, and Productivity - McKinsey Global Institute


CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333

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