Choose your solution
Many companies tend to buy first and ask questions later when it comes to the latest technology.
You need to look closely before you jump. Ideally, you should ask the software providers for other customer success stories so you can see if the solution would work for you in a similar way. But getting that information is often tricky--many companies don't want to make public what software they use--lest their competitors gain an advantage over them.
Price is a big consideration when it comes to purchasing your software. Packages can cost anywhere from AU$50,000 to $500,000 and beyond. This is high-precision analytical marketing. It's a different type of marketing than classic branding. For an investment that large, you'll want to make sure you've got the right people on staff to manage it. A marketing professional may not have the technical skills to handle the job, and yet an IT professional may have very little marketing or business sense. It takes an e-business leader who is business skilled but techie enough to take the challenge--people with these skills don't come cheap either.
