From the category archives:

Analytics

Call Center Optimization Through Better Marketing Analytics

In this case study, among the available prospect data records, only half were contacted each month, leaving the other half of the prospect data records untouched. The initial list selection was based on annual sales/revenue, which succeeded in eliminating the poorest performing prospects. However, those prospective customers were not further prioritized for their call center representatives to focus on the best prospects.

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Using Analytics to Drive Your Tweet Strategy

But even smarter than that – use your Web analytics to help you further define your microblogging strategy. Find out what keyterms are converting on your Web site and/or blog. Uncover which pages are generating the most leads and tap into those by building links through your microblogging activity. Monitor which Tweeters are sending traffic to your Web site or blog and through which keywords. Develop your strategies around your top influencers and top performing keywords.

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Evaluate Your Marketing Campaign With Analytics BEFORE You Launch It. (Part 2 of 2)

Let’s say your campaign has launched on schedule and successfully. You have reached the finished line! This is the time to thank your marketing analytics, operational partners and account services coaches for helping you define, plan and execute. Now imagine yourself sitting in your comfy office chair, with your Starbucks Coffee, as you review your very own online dashboard which displays your multi-channel campaign results on a daily basis! Your coaches also will be there to help offer best practices, and what you need to work on for your next campaign.

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Evaluate Your Marketing Campaign With Analytics BEFORE You Launch It. (Part 1 of 2)

Marketing is a marathon, not a sprint. The cost of not pre-evaluating marketing campaigns through analytics and account services can be deadly. Follow standard business objectives to ensure successful campaigns every time. (Part 1 of 2)

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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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The Secret Sauce for Successful Marketing Campaigns

As the practice of marketing analytics is making a name for itself, and businesses are starting to catch on that they’ve been capturing all this great customer information. These same businesses are now starting to realize they should consider using it! If you are using predictive analytics to target your marketing campaigns, you should be seeing improvement in response rate from versus older campaigns where no predictive analytics were available. It is still common practice to send email campaigns or direct mail pieces to every contact in your list, hoping that mass distribution will lead to higher volume of responses.

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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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“Relationship Marketing” Is More Than Just a Buzzword from 2008… It’s a Necessity!

What exactly is relationship marketing? Is it just another buzzword to add to our list of ever growing terms for how we justify new marketing efforts, marketing budget transition and, shift in strategy? According to Marketing-Jive – it did not make the 2010 top marketing buzzwords list. It was, however, on the top 100 buzzwords list for 2008. Is it a thing of the past? My belief, with the explosion of social media is that relationship marketing is no longer the strategy, but rather the end goal.

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5 Ideas and More to Improve B2B Marketing Strategy

In the complex and competitive B2B marketplace, numerous strategies need to be deployed and coordinated to exceed revenue growth objectives. B2B Marketing Analytics should be considered as a foundation strategy to sales enablement and on-going opportunity qualification and sales funnel development.

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How Banks Use Data Mining to Answer the Big Marketing Questions.

Data mining can help solve business problems in banking and other financial services companies by finding patterns and correlations in business information that might not be obvious to marketing managers because the volume of data is simply too large.

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