From the category archives:

Marketing Metrics and Reporting

Marketing Analytics Can Bridge the Chasm Between Marketing and Sales

Cats and Dogs? Hatfields and McCoys? Red Sox and Yankees? Of the classical rivalries through the ages, none beats the consistency of Sales v. Marketing. We’ve spent years developing strategies for clients in marketing departments and been frustrated when the frictions between Marketing and Sales have held back the adoption and/or results of some pretty smart programs.

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Analytics Become Fashionable

No one has popularized the benefits of behavioral analytics more than Google, and within a year of Google Analytics’ launch, many web analytics firms vanished. Anyone, regardless of technical savvy, could track activity on their website easily and for FREE! More and more apps are popping up, attracting droves of users who happily engage, providing mountains of personal preference information in exchange for an opportunity to play. LinkedIn is a fabulous example of how CEOs and students alike share LOTS of important information in exchange for being visible. Even the CEOs know that it’s no longer smart to be invisible or silent on the web.

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Creative Enhanced by Marketing Analytics

As a Creative Director, I spent 15 years working at a general agency before dipping my toe into direct marketing. I still believe that brand equity is king, but I’ve been bitten by the “Direct Marketing Bug” and there is no cure. I love the advantage that analytical insights provide when designing creative, and the opportunities they provide for constant improvement.

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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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