Risk is generally regarded as an element or situation to be avoided, due to its negative impact component. However, risk simply refers to the uncertainty of the outcome an event can generate. In this sense, risk can have positive, as well as negative results. Nonetheless, because it is an area with a certain degree of mystery, risk management is, therefore, not to be overlooked or underestimated.
The KPI Institute’s Performance Management in 2014: ASEAN Special Edition report is built on the belief that a balanced approach in such research endeavours can only be achieved by triangulating the opinions of practitioners, academics and consultants alike. In 2014, Aiza Azreen Ahmad, Chief Strategy and Transformation Officer at Bank Rakyat, Malaysia, was one of the practitioners who offered us rich insights into performance related research and trends.
In the digital world, the need to better understand marketing actions has generated the apparition of a new concept: analytics. One year after Forbes proclaimed 2014 the year of the analytics, the importance of the discipline has not dropped one bit: with the ever increasing role of the digital element in our lives, marketers continue to require insights into what the impact of their campaigns is, how users respond to marketing messages, or how often websites are visited, and so on.
When talking about online or offline marketing, one thing is clear: not the medium through which you address your target itself is the most important, but what you advertise and how you wrap the information.