The Customer 2020: Marketing Skills Needed to Meet the Demands of the Modern Consumer

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Customer Analytics and Marketing Solutions Provider Manthan to Host Online Event to Help Marketers Excel in the Age of the Customer

Manthan’s Head of Customer Analytics Hillary Ashton will reveal a new framework to guide contemporary marketing professionals toward marketing excellence in an upcoming webinar hosted by the American Marketing Association (AMA) entitled: “Customer 2020: 4 Marketing Skills You Need to Survive.”

The online program will illustrate what Ashton has dubbed “The New 4 A’s of Marketing”. This contemporary framework describes the four areas or skillsets to guide marketers to customer-centricity and better marketing performance. Compared to the traditional 4 P’s of marketing, which detail the business areas that marketers may touch in day-to-day operations, such as Product, Price, Promotion, and Place - the New 4 A’s of Marketing incorporate an understanding of the evolution of the role of marketing and how marketers can keep abreast of trends to continue to meet the demands of the shoppers in the Age of the Customer.

“Marketers must evolve or get left behind,” said Ashton. “In the Age of the Customer, where consumers have information at their fingertips related to a business’ products and services - and the products and services of their competitors - marketers must innovate quickly. This means taking a data-driven approach to marketing to understand their shoppers’ wants, needs and desires and be able to take action on these insights.”

Webinar attendees should expect to learn the following from this informative session:

  • How to approach data-driven marketing for customer-centricity
  • How to use personalization technologies and 1-1 marketing to achieve marketing lift
  • How marketing attribution analysis can help optimize marketing expenditures
  • Why agile methodologies are critical for customer engagement
  • Why analytical and data science skills are essential for marketers on a go-forward basis

“It boils down to customer segmentation, personalization, agile marketing approaches and analytics,” stated Ashton. “The New 4 A’s of Marketing provides direction to the B2C marketer on where to focus their energies to become more effective at their jobs - and how to deliver better marketing results in their organizations.”

This live webinar is scheduled for Thursday, April 23, 2015 at 1:00 PM Eastern time and is free to all qualified registrants. To register for the Manthan-sponsored webinar, please fill out the registration form at

Manthan delivers simple, yet powerful analytics-driven marketing solutions and services to overcome the increasing complexity of the customer and the growing marketing technology landscape. Customer analytics solutions from Manthan include pre-built predictive analytics that transform everyday marketers into data scientists with a single, 360-degree view of the customer across all channels. Marketers can also leverage Manthan solutions convert analytics into action by executing personalized campaigns on any channel for increased customer engagement and conversion.

For more information regarding Manthan and its customer analytics and personalization solutions, please visit

About Manthan

Manthan is the Chief Analytics Officer for consumer industries worldwide. Manthan’s portfolio of analytics-enabled business applications, advanced analytics platforms and solutions are architected to help users across industries walk the complete data-to-result path - analyze, take guided decisions and execute these decisions in real-time. Sophisticated, yet intuitive analytical capability coupled with the power of big data, mobility and cloud computing, brings users business-ready applications that provide on-demand access and real-time execution - the only path-to-profit in a contemporary, on-demand and connected economy. To see how your business can gain from analytics, visit

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Joanna Beerman
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