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Author Profile

Kiumarse Zamanian

Kiumarse Zamanian leads the Responsys product team responsible for data, analytics, infrastructure and interoperability. With over 25 years of experience in software industry, he is passionate about creating and promoting innovative software solutions that solve real-world problems. Kiumarse has held various leadership roles at Glam Media, Yahoo!, Informatica, Autodesk, Exxon and Unisys. He holds Ph.D. and M.S. degrees in engineering from Carnegie Mellon University and Cornell University, respectively, and is the co-inventor of five granted US patents in information management.

Recent Posts by Kiumarse Zamanian

4 Ways Chatbots Can Increase Engagement and Improve the Customer Experience

Most likely you have already interacted with an online chatbot or automated phone system for getting product information or resolving a support issue. The majority of these systems use artificial intelligence (AI) technologies to understand your questions and predict what you are...

3 tools for analyzing and optimizing consumer data

For more than two decades, decision support systems with data warehousing, business intelligence and statistical modeling techniques have been used to plan and optimize a wide variety of offline and online marketing programs. However, these systems often require deep technical...

The importance of taking a customer-centric approach to your marketing analysis

A few weeks ago my colleague Paul Cross, in his post Why it’s time to put the customer first reminded everyone that "brands need to put the customer at the heart of all activity." That activity, as Paul refers to it, must include marketing analysis. When radio, television and print...

Not measuring the ROI of cross-channel marketing? Start now

It’s the Holy Grail of digital marketing: how can a company measure the bottom-line results of a single campaign that plays out across multi level marketing channels — from email to mobile to social media to display advertising? Marketers are just now beginning to answer that...

Learn from the ‘right’ data to optimize your marketing

It’s Tuesday morning and you’re running late. The good news is, you’ve been commuting for five years to your job so you know all the options for getting there fast. You quickly decide to drive a slightly longer route that you know usually doesn’t have a lot of traffic at this...

Cross-channel Marketing Attribution

In my last article, I gave an overview of cross-channel marketing communications across multiple user touch points that lead to a conversion (like purchasing a new car). I also emphasized that without properly tracking and analyzing multiple touch points, marketers might not be...

The importance of cross-channel attribution modeling and analysis

You may have heard John Wannamaker’s famous quote from about 100 years ago that “half the money I spend on advertising is wasted, the trouble is I don’t know which half!” Of course now in the age of cross-channel digital marketing, it's a lot more challenging to measure the...

How to Evaluate and Choose the Right Web Analytics Tool

If you're not using a web analytics tool to inform and improve your digital marketing efforts, it's time to start. Information gathered through web analytics tools help marketers increase and retain website visitors, maximize revenues from advertising and eCommerce,...

The 5 Keys To Great Marketing In 2012

This post is from Rishad Tobaccowala's Reinventing Blog. Rishad is Chief Strategy and Innovation Officer of VivaKi. As we enter 2012, here is a perspective on the five key arenas that marketers will grapple with: Marketing as Mobilization:In a world of Twitter, Facebook, Google +...