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Bill Harriss

DMA: 2010 – Channel Integration + Marketing Technology + Data = ROI

This year’s DMA show in San Francisco was chock full of sessions and exhibitors talking about how to best navigate through this interesting marketing landscape of emerging channels like social media, mobile, the explosion of data and the challenges marketers are facing to attribute success and ROI. The scales have been tipped to the point of no return for marketing organizations to combine the right creative marketing saavy with technological know-how and then apply the right amount of analytics to make sure everything is delivering solid ROI.

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Your Customer Segments Are on the Move!

Marketers have known for years that it is imperative to understand what customers their product or service appeal to. The fact is many of those traditional, tried and true methods of profiling, enhancing customer information in order to gain a more complete, descriptive view of your customers are still valid today. The challenge we often see, is that the customer, household and market has fragmented and often can render traditional, static segments obsolete. New markets are opening up and old markets are dying.

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Improving Health Care Member Engagement on the Web with Marketing Analytics.

Many of the nation’s top health insurers and health care organizations are looking to engage members and customers in a more meaningful way using available technologies such as interactive websites and mobile applications. The challenges we find when working with these organizations are that many are not tracking the right engagement information or, even worse, don’t have access to the information in the first place. Most organizations that have robust website will use some sort of web analytics as a component of their interactive offerings, but how are they using this analytic information to improve member engagement and reduce expense?

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What the Grateful Dead Can Teach Us About Consumer Insights and Marketing.

The Grateful Dead created a lasting legacy. You may not like their music, or identify with the culture and period of time when the band was at its high point, but you have to appreciate and admire what they cultivated in terms of followers and passionate fans. So, what does this have to do with marketing insights, targeting and all the other great stuff we talk about in our Fifth Gear Analytics Blog? Well, the book provides some interesting takeaways for those of us interested in consumer insights and using marketing analytics to improve our products and services.

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Web Analytics 2.0 – It’s Not All About the Web.

By now, most marketers have embraced the digital channel and the fact that a majority of consumers are spending a significant amount of time playing, researching, transacting and communicating on the web. According to Advertising Age’s 2010 Digital Market Facts (Feb 22, 2010), Internet spending as a percent of all U.S. marketing spend is estimated to be over 20% by 2012.

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How Much Are Your Customers Worth?

As marketers, we have heard about it for years: It is important to understand the total value of your customers over the “lifetime” of their relationship with your brand, product or service. Makes sense, right? Why would you not want to understand the total impact a loyal customer can have on your acquisition and retention efforts based on this calculation? However, a great number of marketers we speak to still overlook future revenue opportunities by not recognizing the true lifetime value of current customers. Even though quite a number of companies can recognize differences among customers’ loyalty over a lifetime, they are often unable to quantify or act on those differences.

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The Transition of “Digital Days” to “Multichannel Days.”

Earlier this month, I attended the Digital Days conference sponsored by the DMA in New York City. The conference highlighted how critical it is for companies to look at their direct, digital and targeted marketing in a multichannel context. The issue is: Is it really only about Digital these days?

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Don Draper and the Long, Winding Road to Cross-Channel Marketing Success

As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?

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Your Customers Are Mobile, Are YOU?

Thanks to devices like the iPhone, BlackBerry, and now Android, mobile is no longer an afterthought in most marketing budgets, but a well-deserved line item. Be it through the skyrocketing number of iPhone and other Smartphone device sales or mindboggling downloads of applications — more than four billion on for the iPhone in less than two years — mobile is fast becoming a central channel for your customer engagement efforts.

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How effective is your Co-op Marketing Program?

Using marketing analytics, data and technology to drive improved program performance.
As a consumer marketer reaching your customers through a franchise or retail distribution network, you know it’s critical to coordinate and leverage marketing activities for maximum impact and results.  More than ever, your marketing budgets are under scrutiny, while at the same time there’s ever-growing [...]

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