From the category archives:

Marketing Strategy

I love it when the client is RIGHT!

I had created a “sample” email to facilitate discussion, but did not have specific customer information. I had included benefits proving her brand was superior to the competition, and several compelling offers. But since I did not know who my customer was — it was just undirected information. By my doing it wrong, we could launch into a conversation of what kind of analysis needed to take place in order to do it RIGHT!

Read the full article.

Are your customers suffering from email fatigue?

The rapid adoption of social networking sites like Twitter and Facebook by the business world has stimulated discussion about the need for more business-facing social software platforms. What are you doing to make sure you are listening where your customers are most likely to be talking?

Read the full article.

Marketing Assessment: Messaging

Building the groundwork for sophisticated multi-segment, multichannel messaging strategies first takes some digging. We often work with clients to understand their level of messaging sophistication with a Five-step Maturity Framework that ranges from basic to sophisticated— we hope to objectively rate where a client’s expertise falls on a scale of 1-5 so we can help build a roadmap for organizational improvement. In this post I’ll review the types of questions we often ask to understand where clients land on the messaging scale and where the biggest opportunity for improvement lies. 20 Questions for Messaging Assessments.

Read the full article.

Predictive Analytics: Use Your Noodle

“Predictive analytics optimizes marketing campaigns and website behavior to increase customer responses, conversions and clicks, and to decrease churn. Each customer’s predictive score informs actions to be taken with that customer — business intelligence just doesn’t get more actionable than that.”

Read the full article.

Location-based strategies for digital marketing

Many businesses that market in a specific geographic area are perplexed when it comes to the new digital frontier. How can they tap the efficiencies of new interactive technologies like social media when they market to a small subset of customers? Add on to this the many new digital offerings that are confronting local businesses and you can see why it’s difficult to determine what’s the best mix of advertising dollars and which ones will deliver the highest return to their locally-based business.

Read the full article.

Database Marketing Assessment: Data Management

Data management is clearly not the sexiest part of our work, but nothing else can be accomplished without intelligent data management and data hygiene processes. I can even say now, after the passage of several years, that I am grateful that I was forced to attend a weeklong training program called “Data Hygiene Boot Camp” when SIGMA was part of The Acxiom Corporation (the mental scars have healed).

Read the full article.

Best In Class Marketing Analytics Start with Business Requirements

Hats off to the marketing departments for the Marketing Technology companies who do a fantastic job at selling the sizzle of their technology! Unfortunately for the many failed implementations, falling in love with a tool is just not the right way to bring marketing analytics and measurement into your organization. Forrester’s Liz Boehm* phrased this nicely “Don’t Put the Technology Cart in Front of the Business Case Horse”

Read the full article.

Marketing Analytics for the New Marketing Reality. Part 3 of 3

According to Brian Haven, senior analyst at Forrester Research, Engagement involves four components: involvement, interaction, intimacy, and influence, each built from data collected online and offline. “Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others…”

Read the full article.

Marketing Analytics for the New Marketing Reality. Part 2 of 3

We are used to tracking web traffic, purchases via phone, web and retail locations. Add into that reviews in sites like Yelp, Facebook fan activity, LinkedIn updates, Tweets — good and bad, blog content, RSS content, mobile activity. Every day there are new apps like Foursquare (a location service-based social network/game. What it does is tell you where your friends are and adds a little fun to going out in the evening) and Chat roulette (exactly where is that going?).

Read the full article.

Database Marketing Assessment : Campaign Management

As we’ve been discussing in these Marketing Assessment posts, our first approach with new clients is to understand their business with a Five-step Maturity framework that ranges from basic to sophisticated – we hope to objectively rate where a client’s database marketing expertise falls on a scale of 1-5 and we provide a score and a roadmap for organizational improvement. Let’s look at some of the questions we ask when it comes to Campaign Management.

Read the full article.

← Previous Entries

Next Entries →