From the category archives:

Analytics

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.

Read the full article.

Will Corporate Silos Slow Multichannel Marketing? Part 2: 5 Integration Strategies to Overcome Organizational and Data Issues

In Part 1, I discussed the data issues surrounding the integration of online and offline data (fifthgearanalytics.com/1stentry). It’s making it increasingly difficult to get the marketing analytics we need to attribute success to the correct channels. It could be the proliferation of channels, the difference in the data sets, generic vs. complicated data models, or the fact that a great deal of online data resides at third-party providers. So, what do we do about it?

Read the full article.

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.

Read the full article.

Will Corporate Silos Slow Multichannel Marketing? Part 1: 4 Problems with Online and Offline Data

It seems the common refrain these days is “I can’t get the data because it’s housed somewhere else.” Houston we have a problem . . . but are these corporate silos such a bad thing? They are if our goal is to get a complete picture of the customer so we can implement relevant, multichannel marketing programs. Granted, online marketers are all about dialogue and exchanging meaningful information, but once a potential customer raises her hand and says “I’m interested,” then incorporating every piece of data will help us close the sale. And, after all, isn’t this what we’re still trying to do?

Read the full article.

New sales organizations or new markets? Get in hire gear with marketing analytics

Building a new sales organization to enter a new market, whether to generate business from a new product/service or to cover a new geography, can be challenging. You no doubt have done your research and made your projections that suggest the market is ready for the new offering. Or, you believe you can drive growth with more sales coverage. But beyond market saturation campaigns, how can you REALLY jumpstart your initiative and start out in high gear? B2B marketing analytics is the answer.

Read the full article.

Analytics by every other name… Have B2B Marketers watered down the idea of Analytics?

From the buzz at a typical industry trade show, you could get the impression that everyone has reached the pinnacle of achievement – optimized marketing analytics. Once you scratch a little deeper, the reality is a much less mature marketplace than appears at first glance. We really need to break through the buzz word clutter, define best practices in analytics, and talk about a new way to do business in the B2B market – adapted from our B2C colleagues who are often using very sophisticated marketing analytics.

Read the full article.

Using Marketing Analytics to Solve Your “Burning Question.” Part 3 of 3

Jim is best known for reinvigorating P&G’s marketing culture. In his seven years as GMO, he led the transformation that established P&G as one of the most admired brand-building companies in the world. This transformation was based on a deep and unwavering commitment to innovation based on consumer understanding, paired with disciplined measurement techniques.

Read the full article.

Healthcare Consumerism must be fueled by smart data integration and analytics

The larger healthcare providers and health insurance companies all need to initiate a Customer Data Integration Strategy and Plan. If that sounds complex, worry not, there are some easy steps providers can take. There are some basic actions set a course for positive, significant adaptation to the e-patient revolution.

Read the full article.

Using Marketing Analytics to Solve Your “Burning Question.” Part 2 of 3

Last year I attended a 2-day DMA seminar on the topic of “How to Take the Guesswork Out of Marketing,” by Steve Cuno. (The content of the seminar has been captured in his book Prove it before you promote it.) In the seminar, Steve gave example after example of “hard lessons learned” and followed with teachings on how anyone can apply science to marketing in order to enhance creativity, and trade intuition for sound judgment.

Read the full article.

Using Marketing Analytics to Solve Your “Burning Question.” Part 1 of 3

There is a website called “BurningQuestion.com” where a few people in the marketing world believe that asking the right question will spark a marketing revolution. Here is what it says on the burningquestion.com website:

“What questions will spark a revolution?

Read the full article.

← Previous Entries

Next Entries →