From the category archives:

Database

A good place to start: Database Marketing Assessment 101

The idea of using an assessment framework to understand the maturity of an organization’s functional areas is as old as time — and it forms the foundation of most consulting firms’ practice. It’s often a wonderful way to get to know a new client, and a good way for them to get to know how you might approach their business. The outcome is often a fast-start project opportunity where everyone can win with a new relationship quickly.

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Marketing Analytics and Pharma — No Data Left Behind

Pharmaceutical companies are slowly winning the battle to halt the FDA’s efforts to regulate drug promotion on the internet and through social media. The Washington Legal Foundation (WLF) and Pfizer filed a brief with the U.S. District Court in April requesting to limit the FDA’s guidance to prevent the free speech of drug manufacturers on social media sites such as blogs, Facebook and Twitter.

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What’s all this talk about Marketing Analytics anyway?

The starting point for all marketing should be benchmarking and then tracking results against those benchmarks. The very best marketing measurement practices we see today are designed around the Marketing Dashboard Concept. Dashboard measurement systems are designed to cascade down an organization – with corporate strategy guiding which metrics are measured at the top level, and subsequent managers providing metrics from their individual areas that are rolled-up into the top level reports.

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Online and Offline Consumer Insights, Analytics and Data-It’s time to get these two together!

Suppose you are a consumer goods company selling hundreds of products directly or through e-commerce sites such as Amazon.com and you want to optimize profitability using customer feedback and reviews. In the past this was a labor intensive process to summarize comments and ratings to get the insights you needed to make decisions.

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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.

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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.

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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.

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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.

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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?

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“I’m drowning in data, float me some insights!” Let marketing analytics be your life ring!

More and more marketers are using both web activity and offline data to make marketing decisions, and this trend will continue to increase – so there’s more data coming to add to the confusion. Investing in marketing analytics support services will keep you afloat and will also help you set a course and keep on tack as you navigate through the sea of offline and online data.

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