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Apoorv Durga, Ph.D.
Vice President Research and Advisory at Real Story Group
West Delhi, Delhi, India
Analyst and Consultant | Helping organizations make sense of Digital Technology Marketplace | #Digital, #AI, #ML, #CMS
More than 20 years of experience as an industry analyst, advisor, and technology executive
I have extensive implementation and advisory experience in Enterprise Software products and technologies such as:
- Marketing Technologies: Customer Data Platforms (CDPs), Journey Orchestration Engines, Web Content and Experience Management, Mobile and Omnichannel Delivery, Digital Asset Management, Campaigns and Lead Management, Social Media Analytics, Customer Experience Management and CRM
- Digital Workplace Technologies: Intranets, Enterprise Content Management, Cloud File Sharing, Portals and Application software, Document Composition and Document Output Management, Social Media and Collaboration
As a Research Director with Real Story Group, I have been responsible for setting and executing the agenda for several of RSG’s in-depth research reports. These include Customer Data Platforms (CDPs), Journey Orchestration Engines, Enterprise Content Management (ECM), Cloud File Sharing, Enterprise Portals, Enterprise Mobile Technologies, Web Content & Experience Management (WCM) Customer Experience, and CRM.
In the areas mentioned above, I have authored multiple book-length technology and vendor evaluation reports. Along the way, I have worked with several large and complex organizations helping them with product selection and other strategic technology recommendations.
I've also been a speaker at many industry conferences, have published several articles in domestic and international publications and get regularly quoted in industry forums and publications.
My PhD work is about leveraging social media for achieving and sustaining competitive advantage. It proposes a practical framework that draws upon several contemporary machine learning techniques.
Apoorv Durga, Ph.D.
Points
Academic
90
Author
200
Influencer
59
Speaker
111
Entrepreneur
181
Total
641
Points based upon Thinkers360 patent-pending algorithm.
Tags: Customer Experience, Digital Transformation, Marketing
4 Academic Whitepapers
Impact of Social Media Readiness on Social Media Usage and Competitive Advantage
Diverse Applications and Transferability of Maturity Models
January 01, 2019
Tags: Customer Experience, Digital Transformation, Marketing
Universal scenarios: The key to comparing personalization technologies
Import from wordpress feed
October 06, 2021
Why scenario analysis is a sound foundation for making vendor and technology decisions.
The post Universal scenarios: The key to comparing personalization technologies appeared first on MarTech.
Tags: Customer Experience, Digital Transformation, Marketing
The Real Story on MarTech: A holistic personalization technology strategy
Import from wordpress feed
September 10, 2021
Your personalization strategies will require several adjacent capabilities beyond simple targeting logic.
The post The Real Story on MarTech: A holistic personalization technology strategy appeared first on MarTech.
Tags: Customer Experience, Digital Transformation, Marketing
What to Make of Acquia Buying DAM Vendor Widen
Import from wordpress feed
September 10, 2021
It’s not a surprising move, but I think for Widen licensees, not a very welcome one. Longtime WCM / nascent MarTech suite vendor Acquia has announced it is buying Digital Asset Management (DAM) vendor Widen. This fills a gap in Acquia’s portfolio but I think for Widen licensees, this m
Tags: Customer Experience, Digital Transformation, Marketing
The Real Story on MarTech: Where should personalization reside in your new stack?
Import from wordpress feed
August 19, 2021
This first of three articles on personalization at scale explores the right place for personalization services in your marketing technology stack
The post The Real Story on MarTech: Where should personalization reside in your new stack? appeared first on MarTech.
Tags: Customer Experience, Digital Transformation, Marketing
Making lassi in a washing machine requires the right model
Real Story Group
August 05, 2021
Lassi is a yogurt drink popular in India, but you wouldn't usually employ a washing machine to make it. Unless, of course your requirements are similar to those in this HSBC Ad. We call such differentiating requirements "scenarios." Think of scenarios as business use cases, or high-level business objectives.
As an example, here are the scenarios for evaluating Ecommerce platforms based on RSG's latest research we released this week.
Updates to CDP Vendor Evaluation Research
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July 29, 2021
We’ve enhanced several existing evaluations as well as added two new vendors. This post first appeared on the RSG Blog. Continue reading Updates to CDP Vendor Evaluation Research
The post Updates to CDP Vendor Evaluation Research appeared first on AltView.
Tags: Customer Experience, Digital Transformation, Marketing
APIs Don’t Maketh Headless
Import from wordpress feed
June 11, 2021
Headless (in context of CMS or Commerce) often generates interesting debates. (The Real Story Group‘s forthcoming Ecommerce evaluations will have more on this) Traditional, legacy platforms will often tell you they got APIs, so they’re headless too. But they aren’t. They are built in
Tags: Customer Experience, Digital Transformation, Marketing
New Personalization Platforms Evaluation Research
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May 27, 2021
In this first edition, we include evaluations of nine vendors
This post first appeared on the RSG Blog.
Continue reading New Personalization Platforms Evaluation Research
The post New Personalization Platforms Evaluation Research appeared first on AltView.
Tags: Customer Experience, Digital Transformation, Marketing
What to Make of Sitecore's Moosend Acquisition
Real story Group
May 10, 2021
Last week Sitecore announced its plan to acquire Moosend. UK-based Moosend provides very low-priced, SaaS-based email marketing services. Its main capabilities include lightweight B2C campaigns, landing pages, and newsletters.
Tags: Customer Experience, Digital Transformation, Marketing
What to Make of Sitecore’s Moosend Acquisition
Import from wordpress feed
May 10, 2021
The real story here is that the Sitecore we all know now appears to be going away Last week Sitecore announced its plan to acquire Moosend. UK-based Moosend provides very low-priced, SaaS-based email marketing services. Its main capabilities include lightweight B2C campaigns, landing pages, and new
Tags: Customer Experience, Digital Transformation, Marketing
CDPs For Improving Customer Experience
AltView
February 11, 2021
There are several surveys that show improving Customer Experience (CX) is a major priority for many consumer brands. Our own discussions with clients and prospects echo this and almost all of our clients have CX high on their agenda. Improving CX requires attention to several aspects and getting the right set of technologies is one of them. One of these key foundational technologies that can help you improve CX is Customer Data Platforms (CDPs).
Tags: Customer Experience, Digital Transformation, Marketing
Bloomreach Acquires Exponea, Plus News about Treasure Data and NGDATA
AltView
January 27, 2021
Treasure Data released an interesting report, NGDATA announced a new partner program and Bloomreach acquired Exponea. Lot’s happening but let’s start with the Treasure Data report first.
Tags: Customer Experience, Digital Transformation, Marketing
Salesforce’s Loyalty Solution, Manthan-RichRelevance create Algonomy
AltView
January 20, 2021
Salesforce has introduced a Loyalty Management offering as part of their “Marketing Cloud”. Customer 360 Audiences, their Customer Data Platform (CDP) is also a part of same Cloud. (The offering will be generally available later this year).
Tags: Customer Experience, Digital Transformation, Marketing
Key Stages in Customer Data Lifecycle
Import from wordpress feed
January 11, 2021
Customer Data Platforms (CDPs) are a key component of MarTech stacks. The CDP marketplace is evolving very rapidly and there are numerous CDP vendors across various industries. These include large enterprise software vendors such as Salesforce, Adobe, IBM and Microsoft as well as several
Tags: Customer Experience, Digital Transformation, Marketing
How social media gives you competitive advantage
Indian Journal of Science and Technology
February 02, 2015
The world over, it is being recognized that the Gen-Y of the workforce is different from the earlier generation of workers. The younger employees are more technology savvy and carry over their expectations of the social media world to their work places. However, the best way to organize and benefit from this trend is still evolving and we are learning as we go along. On the one hand, there are a lot of expectations and on the other hand, there are many examples of failed social media initiatives. There is a lack of structured frameworks and vast majority of executives have no idea of how to analyze social media. In this article, we will explore how to systematically analyze social media in the context of Competitive Advantage as proposed by Porter in his 1985 work6. This will provide a basis to develop a framework with which to analyze and implement social media.
Keywords: Competitive Advantage, Digital Marketing, Social Media, Social Media Marketing, Social Media Strategy, Social Media Technology
Tags: Customer Experience, Digital Transformation, Marketing
A maturity model-based approach for DAM implementations
Journal of Digital Media Management
July 01, 2012
A large number of IT or software projects fail to deliver in one way or the other — there are cost and time overruns, often there are major bugs, users are unhappy, or the final result does not look anywhere close to the initial scope. Projects continue to fail, even though IT technologies and processes are much more mature now than they were only a few years ago. Furthermore, if traditional IT projects are excluded from the sample and only those related to content management, and in particular digital asset management (DAM), are considered, the success rate would be even lower. So what can be done to improve the success rate of DAM projects? While having the right set of tools and technologies is important, that itself is not sufficient to ensure success. An organisation needs to look at and address varied challenges across human-, information- and systems-related aspects. To do that, it is important to follow a structured and repeatable methodology. This paper looks at one such methodology, which enables an organisation to analyse its current as well as desired states across various aspects. This methodology is based on Enterprise Content Management Maturity Model (ECM3): an open-source and free-to-use model that provides a framework for continual improvement based on maturity levels. A high-level understanding of the content technologies market and DAM concepts would be beneficial for making the most of this paper.
Tags: Customer Experience, Digital Transformation, Marketing
Impact of Social Media Readiness on Social Media Usage and Competitive Advantage
Diverse Applications and Transferability of Maturity Models
July 01, 2012
Usage of social media within organizations' value chains has been increasing rapidly. There are several benefits and savings projected due to usage of social media. As a result, there is also a lot of hype that is typical of any new web phenomenon. On the other hand, saner voices are cautioning against excessive hype and point to high failure rate of social media initiatives. Lack of best practices or frameworks and incomplete understanding of how to make best use of social media are some of the reasons cited for this high failure of social media initiatives. In addition, there are several other aspects related to governance, people, and processes that need to be addressed to improve success rate of these initiatives. Therefore, effective implementation of a social media initiative includes addressing all those aspects that relate to governance, people, and processes. The authors use a construct, “Social Media Readiness,” that encapsulates these aspects. This chapter summarizes research that shows how readiness can impact social media use.