From the category archives:

Segmentation

There is more data being produced than snow in Rochester.

SIGMA has the experts needed to solve this mountainous data problem. Our diverse and talented team of Developers, Technical Project Managers, Technical Support Directors, IT Managers, Marketing Analysts, Security Administrators, plus a few Creative types and a not too shy Account Team put their heads together and decided to provide the answer in song:

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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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When Asking for Data, Know When to Say When.

Folks here at SIGMA are always up to their necks in data from our various clients. We love it, love it, love it. In fact, there’s a special office here where our marketing analytics team can, individually or as a team building exercise, toss data on the floor and physically roll around in it.

Our clients love data too. Uniformly, they’re just giddy about the stuff. But to be clear, we don’t share the data that we’ve rolled around in with our clients because that’s unseemly and goes against all data hygiene best practices.

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Lead nurturing: How to “C” success right out of the gate.

The past 2 quarters, SIGMA has had the privilege of working closely with a B2B client to lay the foundation for a solid lead-nurturing program. It is challenging to create a relevant stream of communications with your target audience that evolves over time. Here are 5 challenges to building a successful lead-nurturing program and three keys of lead nurturing success.

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Make Boring Spreadsheets and Charts Come Alive with Actionable Maps

It is well known that one of the biggest challenges marketers face today is the problem of distilling massive quantities of data down to actionable insights. This “cup runneth over” problem of data can very easily create an obstacle to achieving the ultimate goal of analytics (and reason for investing in analytics in the first place) – better decision making.

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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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I Am a Baby Boomer. Hear Me Tweet.

I am at the youngest end of the Baby Boomers. The oldest Boomer turns 65 this year. According to The US Census Bureau, we make up 26% of the population.

If I have gray hair – you won’t be seeing it anytime soon. I spend more time at the gym than in church, more time doing crunches, than on my knees in prayer, though it may take an act of God to put me back into a bikini.

I talk to my family daily. Not through the phone or even via email. We are ALL on Facebook, all 5 sibs, spanning the full boomer range – 50-66. ALL of our 12 kids, plus their spouses, are on Facebook too. It is the easiest way to see how my grand-niece looks today, screaming on the swing set, as well as consult on color choices with my niece on a new bedspread.

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IT and Marketing: Are They Working Together? (Part 1 of 6)

Welcome to the first installation of a 6-part series on exploring the importance of unity between IT and Marketing. Our inspiration for this discussion was the recent article published in the April 2011 print edition of Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?”

In this first installment, we explore the overall premise that IT and Marketing should work together to address the changing marketing landscape. Listen to what Kenyon and Mike had to say in a recent interview on this burning question.

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IT Gets Introduced to Marketing: The Future of Business Technology. (Series Intro)

Information Week, the recognized voice of IT professionals, announced on the cover of its April 11, 2011 issue that IT Meets Marketing..Will Business Technology Teams Answer the Call. The underlying theme of the article:

“The pressure is on to show measurable results from campaigns.
That should make IT and marketing teams closer partners than they are.”

CEO, Kenyon Blunt and CTO, Michael Fuqua discuss the need for IT and Marketing to work together.
We thought it would be interesting to weigh in on the article through a series of short interviews. We put SIGMA Marketing Group’s CEO, Kenyon Blunt at the same table as Mike Fuqua, SIGMA’s Chief Technology Officer. Kenyon brings to the table the voice of the marketer, where Mike defends his technology peers.

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Key Questions to Answer Before Starting a Predictive Modeling Project

In a recent post, I talked about how predictive modeling helps businesses better target their prospects (customers and/or non-customers) and implement marketing and sales programs in a more efficient way to improve business results.

In order to ensure that your modeling project supports your implementation plans, it’s critical to define the objectives and scope of the project. This effort should include members from the business as well as analytical teams. Following is a starting list of questions to help guide you through this process along with sample answers in italics.

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