From the category archives:

Marketing Strategy

Hitting Growth Goals by Targeting Existing Customers

Retention models can identify those customers most likely to leave. Cross-sell models can be used to identify which customers have additional resources to spend, allowing you to get a bigger share of their wallet. Lifetime value models can help you prioritize your efforts on those customers that will be the most profitable over the long haul.

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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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Lead Generation: Are you using B2B marketing analytics?

Certainly, lead generation has value and should be an element of every sales and marketing organization. However, “leads” come in all shapes and sizes. They come from traffic generated at a trade show, from a web visitor downloading content from your website, from a direct marketing campaign or from a web seminar, among other efforts. Yet, some of those “leads” are simply your competitors trying to find out what you are up to. Other “leads” are companies that you cannot afford to sell to due to their limited budgets. And still others are just interested in the topic with no project in mind, or authority to act.

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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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He Has a Great Personality Online. Why it’s imperative for marketers to merge online and offline behavior data

As digital communication becomes pervasive, people are cultivating their personalities online, and they aren’t always the same personalities displayed offline. An entire generation of the digitally sociable are far more comfortable online than in real life. What does it mean for marketers when your customers’ online personalities and their real life selves are total opposites?

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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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