From the category archives:

Customer Data Integration

Sophisticated Data Modeling and Analytics Lead to Better Marketing Metrics

Marketing professionals need to track and analyze the effectiveness of their marketing programs. Best practices align marketing activities, strategies, and metrics with business objectives. Creating a framework to track and measure marketing performance is critical in today’s marketplace. Marketing metrics focuses on measuring, managing, and analyzing performance to maximize effectiveness and optimize marketing ROI. Three elements play a critical role in managing marketing performance; data, analytics, and metrics.

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The Web Content Management Maturity Curve

Web content management started as a nearly-exclusive responsibility of IT, the website group, or the agency responsible for digital publishing. Under the optimization phase, marketers are taking a more significant role in the management of content, with 36% taking an active role content authoring. This combined with the growth of the use of WCM to support marketing initiatives, has the marketing function with a significant stake in WCM technologies for the foreseeable future.

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Getting the Most From Your Mobile Marketing Campaign.

Mobile Marketing and Social Media are rapidly growing because they are providing companies the unique opportunity to connect with consumers and they allow companies to track the user experience across multiple channels which is also known as Social CRM.

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What Does Engagement Really Mean?

Social Media as a category is certainly a communications enabler–a series of channels really–but it’s only one of many ways to engage with your customers and prospects. What’s important is understanding how your customer wants to be communicated with and choosing the communications medium that’s appropriate to the customer/prospect and to the particular message being delivered.

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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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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Identifying decision makers enhances marketing analytics

A key to any sales effort is to identify the decision makers, influencers and recommenders and convince them that your products and services are needed to drive the business value they are striving for — whether it is efficiency, revenue generation, cost take-out, market share, etc. But, it often take weeks or months to determine the real decision-making process and its participants. Your effort up front to gather as much information about the company as you can and to go further to identify the decision makers will make your marketing analytics smarter and your sales efforts more effective.

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Using data and marketing analytics to define the multichannel marketing mix

Use Analytics to Adapt Quickly to Your Audience’s Changing Preferences
Most marketers would agree that their consumers are now using multiple channels to research, shop and purchase. Offline and online communications are more tightly entwined than ever before. For example, many marketers have known for years how targeted direct marketing and cataloging will drive the right [...]

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Cloud Computing Berth Is Widening

In recent years, we haven’t thought of Microsoft for their bleeding-edge technology leadership, but few can argue that when they enter a specific market or technology, their influence and credibility is substantial.  Memos and public statements from Microsoft leadership form a timeline that one can connect to substantial investments and changes in the industry.  In [...]

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Security Compliance for HIPAA – Act like a Covered Entity

As HMOs spend more mindshare focusing their organizations toward consumers rather than the employers, they naturally turn to marketing services firms with consumer backgrounds to help design and measure their efforts to have meaningful member engagement Firms that provide marketing services are delivering disciplines in data management, campaign management and analytics that support the strategic goals of the HMO. However, given the sensitive nature of the data related to health care, they have a rigorous set of standards to adhere to.

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