Business intelligence (BI) consultancy, InfoReady, has appointed James Forbes to lead its new digital marketing division as it pushes into the emerging marketing intelligence niche.
Forbes has more than 18 years’ experience in digital marketing, business strategy, product management, marketing communications and brand strategy.
He commenced his new role in February following nine years with telecommunications giant, Telstra.
Forbes said the combination of his experience and InfoReady’s capabilities in building enterprise information management systems will result in real-world solution to drive marketing outcomes for clients.
“Up until now, Big Data solutions have primarily been internally focused, helping companies to inform their operational decisions,” he said.
“More recently, we’ve started seeing CMOs and marketing professionals looking for way to more effectively harness their data assets to drive revenues and other business outcomes.”
“The recent proliferation of digital channels has transformed marketing practices by changing the way in which organisations interact with their customers and prospects, while generating a wealth of data about purchasing transactions, social media engagement, demographics, and more.”
Forbes also said the marketing intelligence division will provide a range of tools and solutions intended to capture and track data along the value chain, particularly around customer expectations and experience.