From the category archives:

Marketing Strategy

Marketing Measurement and Analytics Top Ten Impediments to Success

Marketing measurement and analytics can’t be a “do it once and don’t look back” kind of process. Learnings are iterative and, when successful, initial analytics projects will stimulate a keen interest in learning more across the organization. The successful organization will make resources available to continue the research so findings are evergreen.

Read the full article.

Direct Mail Still Important to the Insurance Market

Despite budget cuts and the growing use of social media, insurance companies maintained their use of direct mail throughout 2009, according to research from Mintel Comperemedia, a direct marketing intelligence firm.

Read the full article.

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.

Read the full article.

Nine Key Marketing Metrics every company should be measuring

When organizations begin to standardize marketing measurements across their sales channels, business units and media, the closer they will come to the more complex process of tracking corporate Brand Equity, Market Share, Marketing ROI, and Product and Customer Profitability.

Read the full article.

Get Smart: Make Sure Insights from Marketing Analytics Reach Your Sales Force

Armed with an intelligence-based “playbook” of identified and prioritized account level opportunities for each product/service in the portfolio, the sales representative has a focused territory plan, with resources aligned to drive customer and market share growth, while shortening the sales cycle. Don’t leave the sales process out of the mix when applying marketing analytics and insights. Now that’s getting smarter!

Read the full article.

As a campaign metric, ROI beats response rate every time

A simple ROI calculation does it all: Test cell revenue/test cell cost. Run the numbers on your next campaign and you may find some fascinating new insights about the results of your programs.

Read the full article.

Next Entries →