From the category archives:

Multi-Channel Marketing

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…”

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Playing Nicely in the Same Sandbox

Forrester released their new study this week on The Future of Agency Relationships.* In a nutshell, Sean Corcoran, the lead analyst on the study, proclaims that marketers will need to lead their agencies to make changes in order to cope with the rise of social media, new marketing channels and a sputtering economy. For those of us who work for agencies or marketing services and analytics firms, the implication is pretty clear: we’re either not smart enough to change ourselves or we’re so bogged down in what we’re currently doing that we’re unable to change our own companies. Our clients will have to do it for us.

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Marketing Analytics for the New Marketing Reality. Part 1 of 3

The new reality for marketers is that the old techniques aren’t working. The marketers who will break through and succeed in the New Reality will be those who can bring the traditional measurements together with the monitoring and measurement of customer engagement. In my next post, I’ll further explore the new world of customer engagement and how it affects our ability to measure what counts with consumers.

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Growing revenues with multichannel marketing analytics

Consumer goods companies and retailers know that multichannel customers are more profitable, and often more loyal. Industry research shows that these shoppers spend 30 to 50 percent more than those who buy through a single channel. The challenge for marketers is ensuring top-notch customer experiences and availability of cross channel marketing analytics to help attract, retain and grow these high-value customers.
Consumers are going to interact with your brand in ways that fit their needs based on convenience, preferred communication methods and their comfort in dealing with your product or service. So, how do you regularly turn multichannel marketing challenges into profitable opportunities?

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Multi Channel Marketing Ramps Up!

I am a recent prospect in a successful multichannel, integrated marketing campaign, fueled by a sophisticated data mart that operates in real-time. I was gently nurtured from conception to purchase through multiple channels: phone, print, e-mail, text and social media.

My son, Nick, a rangy 15 year old, admittedly loves skateboarding more than girls. His 3-dimensionally wired brain is constantly designing the next killer skate surface — be it a ramp, stairs, box or rail. Once he has his design firmed up, the next step is to secure funding from an institution that supplies grants to gifted individuals with promising futures.

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Multichannel Marketing Needs a Measurement Rosetta Stone

I’ve been a Direct Marketing person for a long time, and I like my marketing measurements pretty tangible: “number of people responding to my message,” “total sales per person,” “number of buyers per household,” “return on marketing investment,” and so forth. Measurements like GRPs and Pass-Along Copies always seemed pretty squishy to me – it always seemed like someone was getting fooled, yet no one really got upset about it! I was secretly delighted the other day to read Forrester’s David Cooperstein write (in his January 15th article “The Future of Media Measurement, Preparing for a Convergence of Measurement across Channels”):

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SaaS Marketing Side-Effect

The total design of campaign management needs to include streaming touch point and response data out of the SaaS marketing applications and into an integrated marketing database. From this context, a broader view of offline data is available to combine with the online experience data, and decisions on how, when, and/or if to communicate next can be made with the best available data. The results of those decisions, as well as the ability to refresh dimensional data, can then originate from the marketing database and update the SaaS applications’ view.

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1Q Check-In: Winterberry’s Predictions for 2010

In January of 2010, Bruce Biegel of the Winterberry Group gave his predictions for 2010 to the Direct Marketing Club of New York. I thought it would be interesting to do a first quarter check-in to see if what I’m seeing in the marketplace is representative of his predictions.

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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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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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