From the category archives:

Campaign Management

Database Marketing Assessment : Campaign Management

As we’ve been discussing in these Marketing Assessment posts, our first approach with new clients is to understand their business with a Five-step Maturity framework that ranges from basic to sophisticated – we hope to objectively rate where a client’s database marketing expertise falls on a scale of 1-5 and we provide a score and a roadmap for organizational improvement. Let’s look at some of the questions we ask when it comes to Campaign Management.

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Database Marketing Assessment: Targeting and Analytics

Oftentimes, our first approach with new clients is to understand their business with a Five-step Maturity framework that ranges from basic to sophisticated — we hope to objectively rate where a client’s database marketing expertise falls on a scale of 1–5 and we provide a score and a roadmap for organizational improvement. In these few posts, I’ll review the types of questions we often ask to understand where an organization fits into our framework and where the biggest opportunity for improvement lies.

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Marketing Analytics for the New Marketing Reality. Part 1 of 3

The new reality for marketers is that the old techniques aren’t working. The marketers who will break through and succeed in the New Reality will be those who can bring the traditional measurements together with the monitoring and measurement of customer engagement. In my next post, I’ll further explore the new world of customer engagement and how it affects our ability to measure what counts with consumers.

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A good place to start: Database Marketing Assessment 101

The idea of using an assessment framework to understand the maturity of an organization’s functional areas is as old as time — and it forms the foundation of most consulting firms’ practice. It’s often a wonderful way to get to know a new client, and a good way for them to get to know how you might approach their business. The outcome is often a fast-start project opportunity where everyone can win with a new relationship quickly.

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6 Key Steps to Implementing Multichannel Campaigns

Regardless of your company’s sophistication, there are six key steps that have to occur in order to successfully implement multichannel campaigns. The challenges of multichannel marketing are many, but will have far reaching implications once they’re overcome. Read more to understand the 6 steps to rolling out multichannel marketing campaigns.

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SaaS Marketing Side-Effect

The total design of campaign management needs to include streaming touch point and response data out of the SaaS marketing applications and into an integrated marketing database. From this context, a broader view of offline data is available to combine with the online experience data, and decisions on how, when, and/or if to communicate next can be made with the best available data. The results of those decisions, as well as the ability to refresh dimensional data, can then originate from the marketing database and update the SaaS applications’ view.

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Online and Offline Consumer Insights, Analytics and Data-It’s time to get these two together!

Suppose you are a consumer goods company selling hundreds of products directly or through e-commerce sites such as Amazon.com and you want to optimize profitability using customer feedback and reviews. In the past this was a labor intensive process to summarize comments and ratings to get the insights you needed to make decisions.

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The Death of the Customer Database?

For many years, firms have let their own intuition about “business value” guide their investment in, and development of, database systems that record their knowledge of their customers’ experiences. Concerns about the accuracy and data quality within these systems have largely been calmed by layers of data governance and good MDM (Master Data Management) practices – especially when a concerted push toward CRM is in play.

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5 keys to get the most out of your database marketing investments

In today’s rapidly changing world of consumer fragmentation, product proliferation, and evolving marketing channels and technologies, marketers need to carefully assess and take stock of their marketing capabilities before committing to investments in technologies that could hold them back in the years to come. Now more than ever before, consumer-focused companies need to make sure they have a clear plan for capturing valuable customer insights and applying that information with integrated marketing technology.

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Sales Force Automation is great but…

Most SFA tools are designed to record what activities a salesperson has accomplished … assuming of course, that they consistently input the data. The tools themselves add very little value to the salesperson. In fact, most salespeople view data entry as an arduous task and a waste of valuable selling time.

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