From the category archives:

Analytics

Who will win Super Bowl XLVI? The ads, the Pats or the Giants?

I will admit, I am not overly interested in the Superbowl, or football. I am married to a Giants fan, but to me, it’s just something on TV. It’s really interesting this year with all that social media has to offer that we are getting a sneak-peek of many of the commercials that will air this year during the big game. Toyota came out with a really edgy ad about the redesigned Camry (the ‘reinvented DMV’ part is the highlight for me), while Honda didn’t just reinvent the Honda CRV, they revived Ferris Bueller for their Superbowl spot, for which they made a longer version mini-film (shown here).

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Top 3 Slideshare Decks on Marketing & Analytics.

SIGMA’s 3 most viewed slideshare decks from 2011. Covering topics from marketing technology preparedness to marketing trends and campaign landing pages and conversions. You may have missed this content in 2011. But it’s not too late to gain some insights into these areas.

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How does one analyze the success of their marketing? [INFOGRAPHIC]

How does one intelligently analyze the success of their marketing programs? Here’s an interesting infographic from Marketo that breaks down some facts and figures about marketing you might find interesting. A few things that stood out to me were:
87% of senior marketers don’t feel they are confident in their ability to impact the sales forecast of their programs. This might suggest a deeper dive into some campaign and customer data to better understand it and use it for future campaigns.
20% of Lead Generation Marketers do not employ any tracking in their marketing programs for measurement. Putting tracking in place and collecting the right campaign and prospect/customer data is not as scary as one might think.

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Top Ten Marketing Trends for 2012

I recently gave a presentation to an MBA class at the Simon School of the University of Rochester. I told the students that this was the most exciting time in my lifetime as a marketer. And I wasn’t just blowing hot air — I really believe it. If you look at my top marketing trends for 2011, several have changed significantly and this is exactly why marketing is so much fun; there’s a lot happening and it’s keeping us on our toes.

So here’s what I see in store for 2012:

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4 Mantras for B2B Marketing Success in 2012

I have been reading several B2B experts’ predictions for 2012 marketing trends. Based upon the work we have done for our B2B clients at SIGMA in 2011, I have narrowed in on what could be the top 5 B2B marketing mantras for 2012. Repeat after me:

Mantra #1. Marketing and sales WILL be getting their act together — or else.

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Marketing Analytics: The Value of ‘Getting to Know’ Your Data.

In a perfect world, analysts and business teams work collaboratively to develop and implement marketing programs. Throughout the process, ideas are shared, analyses and reports are vetted, and decisions are made based on knowing all the facts. The world is not perfect. As analysts, we often receive requests without a clear understanding of purpose, without all the facts, and with very aggressive delivery timeframes. The more we know, the higher the likelihood that we can spot issues and inconsistencies, raise them, and prevent costly mistakes.

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Ebenezer and the Three Spirits of Customer Intelligence.

From an unloved, hardscrabble upbringing in a remote boarding school, Ebenezer the web analyst was forced to grow up isolated and self-reliant, inventing metrics imagined only with the light of a pitiful candle before finally being rescued by a loving sister.

Then, bursting with promise under Master Marketer Fezziwig’s apprenticeship, Ebenezer blossoms into a man of business. He works tirelessly for the understanding and advancement of his customers, only to succumb to greed and the singularity of his online purpose.

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9 Key Marketing Metrics Every Company Should Measure (PPT)

Organizations should begin to standardize marketing measurements across their sales channels, business units, and media. With standardized measurement, you can get closer to the more complex process of tracking Corporate Brand Equity, Market Share, Marketing ROI and Product & Customer Profitability. In this deck we share the 9 key marketing metrics every company should measure and how you might think about them.

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It is always better to give than receive. Balancing customer acquisition AND retention efforts.

Let’s face it, especially during this time of year when the holidays are approaching, we can tend to think of all the new and shiny toys and gifts that await us, and overlook all the current things (i.e. current customers) we have to be thankful for. A downside in our consumer-focused culture is to always want the “new” thing and forget all that we have. Let’s all take a pledge to be thankful for our existing customers this season and let it carry over into our 2012 marketing plans.

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4 Part Marketing Maturity Series: From Message Strategy to Multichannel Campaign Management

Over the past year, Martha Bush, SVP Strategy and Solutions here at SIGMA, has written some insightful articles around building a campaign management practice. In this articles she mapped out everything from messaging strategy to analytics and insights and everything in between. We thought we’d pull these articles together in one post to provide easy access to her wealth of knowledge around the beginning-to-end process of marketing campaigns.

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