Posts tagged as:

marketing analytics

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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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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It is always better to give than receive. Balancing customer acquisition AND retention efforts.

Let’s face it, especially during this time of year when the holidays are approaching, we can tend to think of all the new and shiny toys and gifts that await us, and overlook all the current things (i.e. current customers) we have to be thankful for. A downside in our consumer-focused culture is to always want the “new” thing and forget all that we have. Let’s all take a pledge to be thankful for our existing customers this season and let it carry over into our 2012 marketing plans.

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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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Marketing Analytics: Applying 80/20 Principles to Model Decile Reports

Modelers and Analysts often show model validation and results using Decile Reports (reports in which a population is sorted by model score and then split into 10 equal sized groups of data). A Quintile Report is a variation of the Decile Report, where data is broken out into 5 equal groups. Decile and Quintile Reports are a useful means of viewing model results; a good model demonstrates that key metrics are better for highest scored records.

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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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B2B Marketing Analytics: Miscommunication Can Lead to Faulty Conclusions

If you’re a marketer working with an analytics team, it’s likely you are providing input for and/or reviewing the output of different types of analysis. It’s critical that you communicate your requirements clearly, check for understanding, and request that all assumptions and business rules are clearly stated in all output. It’s easy to misinterpret and misuse data when definitions and rules are unclear. Here are 3 tips for communicating and clarifying requirements.

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Lead Generation: Are You Using Marketing Analytics?

Most marketers today understand that lead generation is imperative and should be a key element of every sales and marketing organization.  However, “leads” can come in all shapes and sizes.  They come from traffic at a retail location, from a web visitor, from a direct marketing campaign, an event, mobile devices, and contact centers, among [...]

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The 3 Fundamentals of Multichannel Marketing: Part 1 – Touchpoint Attribution

Clearly the topic of multichannel marketing is near and dear to our hearts, so I looked at what we’d compiled and compared it to others in the industry. I’ve determined there are three essential capabilities that are needed to prosper in this era of endless marketing channels, new technology offerings and whole new ways of interacting with customers. Over the next several weeks I will explore in more detail these three essential skills to multichannel marketing.

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Seven Reasons Why You Should Pick an Analytics and Creative Partner Under One Roof

Seven Reasons Why You Should Pick an Analytics and Creative Partner Under One Roof. The reasons and benefits of having intelligence-based creatively minded analysts working together. Every creative piece is designed to capture more information about your audience to build your database. So, unlike other media, you know what works and what doesn’t. And through testing and retesting, you refine your approach and your message, so you can find ways to improve your results every time out.

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