From the category archives:

Customer Data Integration

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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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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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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4 (Plus) Steps in a Complete Database Marketing Assessment

As the remainder of 2011 winds down, we have been pulling together some popular reading on a variety of topics. Marketing assessments continue to be an area of interest, and in particular, database marketing assessments. Start with the basics and then take a look at data management, targeting and analytics, campaign management, messaging and even the technology behind them.

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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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9 Key Marketing Metrics Every Company Should Measure.

When organizations begin to standardize marketing measurements across their sales channels, business units and media, the closer they will come to the more complex process of tracking corporate Brand Equity, Market Share, Marketing ROI, and Product and Customer Profitability.

Here are 9 metrics every marketing organization should be measuring :

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Top 10 Trends in Marketing for 2011 – Revisited

At the end of last year, I wrote a blog post predicting the top marketing trends for 2011. I’ve been amazed that it continues to be one of our most read postings, year-to-date. Why? I really don’t know other than many of you might want to check on how I’m doing with my predictions. Just like sportscasters who make predictions for the coming weeks games and give reasons on Monday why they shouldn’t be held accountable, I’ll revisit my top 10 now (perhaps so I don’t look so foolish at the end of the year when some don’t seem to be panning out).

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Business Intelligence Is Making the Past a Future Destination.

Bring the American Experience to Life – travel through America’s past. See where ideas were spawned that changed the world.

These are words used to describe a famous American attraction. The marketing team at this museum is capitalizing on its own spirit of innovation to uncover actionable insights in visitor data and to demonstrate best practices when it comes to customer engagement.

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