From the category archives:

Marketing Database Management

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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Sales Force Automation is great but…

Most SFA tools are designed to record what activities a salesperson has accomplished … assuming of course, that they consistently input the data. The tools themselves add very little value to the salesperson. In fact, most salespeople view data entry as an arduous task and a waste of valuable selling time.

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The Sales Optimization Portal: A Critical Tool for Technology Marketers

For years there has been a huge chasm between marketing and sales when it comes to applied analytics. Marketing typically hired analysts to build predictive models to make direct mail and email programs more effective. But the findings of these models were rarely ever shared with Sales – and they were even more rarely turned into actionable programs for the sales teams.

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