From the category archives:

Campaign Management

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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5 Points Senior Level Marketers Need to Consider for 2012.

I recently came across a November post by Tom Shapiro on Marketing Profs which did a great job highlighting the current issues CMOs and all senior level marketers need to be thinking about as we head into 2012. While I am in agreement with most of Tom’s points, I have added a number of points in this post to extend the future view to go beyond digital to consider the full spectrum of multichannel marketing.

Marketing has been changing and evolving for many years. To keep up, chief marketing officers (CMOs) need to consistently look into a crystal ball to keep their companies in the spotlight—and ahead of the competition.

Here are five major changes taking shape in 2012:

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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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Top Content for September 2011 – Analytics and Marketing.

Top marketing content from September 2011 on marketing trends, customer engagement, web analytics, multichannel messaging, marketing metrics and more. Check out the popular content you may have missed last month.

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Top 10 Articles for August, 2011 on Marketing & Analytics.

As I monitor our blog traffic, I am always interested to see which articles are being read the most.  It’s gives us insight into where brands are focusing their efforts in marketing.  Some of our most read marketing blog posts are several months old, and seemingly still relevant.
Since so many are reading these, I thought [...]

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Q2 Fifth Gear Analytics Review – Top 10 Articles.

A review of 2nd quarter blog posts from Fifth Gear Analytics. The list includes the 10 most read blog posts during May, June, July of 2011. These article cover everything from customer intelligence, to b2b social media, multichannel marketing campaigns and financial services marketing. Stay tuned for more great content from Fifth Gear and the folks at SIGMA.

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5 Best Practices for Multichannel Campaign Success. (Case Study)

An international document destruction company wanted to kick start sales in the New Year while resolutions to clean up were fresh in the minds of CEOs and office managers. We worked feverishly through the holidays to create an integrated multichannel campaign that could launch in early January. What did we learn? We came away with 5 best practices for multichannel campaign success.

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Attention Healthcare Marketers! Do You Know Where Your Members Are?

Many healthcare marketers are struggling with multichannel campaign planning, design, execution and measurement. Often, a paradigm of thinking about member or customer campaigns as traditional direct mail, with perhaps some email marketing, still exists and other channels are viewed as “everything else.” In fact, the ownership for digital, web, mobile, etc., may exist in other departments. One of the biggest challenges facing healthcare marketing teams at all levels is to organize teams, resources, data and technology around what matters most – how your customers and members are engaging with you at all levels, all touchpoints.

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IT and Marketing: Cross-Channel Marketing Integration and Measurement. (Part 2 of 6)

As we continue to explore the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call,” we dive deeper in this second part of the series into cross-channel marketing campaign results. This topic is something near and dear to our hearts at SIGMA, as we strive to provide integrated marketing solutions for our clients.

The article stated that marketers are wanting more comprehensive, cross-channel campaign results. With the explosion of marketing technologies, data availability and available channels, this issue can be a huge stumbling block for marketers.

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