From the category archives:

Response Analysis

Why ROI Measurement Is So Elusive

Definitions for Marketing ROI abound, but the pressures to achieve it have increased to fever pitch across all channels and marketing specialties. Why? One reason may be that with all the new marketing technology tools―with their claims of incredible measurement capabilities blasted to your in-box daily―the real complexity of getting to ROI has become washed over. Expectations have been raised. You need to figure it out.

Read the full article.

Your Customers Are Mobile, Are YOU?

Thanks to devices like the iPhone, BlackBerry, and now Android, mobile is no longer an afterthought in most marketing budgets, but a well-deserved line item. Be it through the skyrocketing number of iPhone and other Smartphone device sales or mindboggling downloads of applications — more than four billion on for the iPhone in less than two years — mobile is fast becoming a central channel for your customer engagement efforts.

Read the full article.

Marketing analytics impact on B2B nurturing

According to the Webster Dictionary, “nurturing” is the act of furthering the development of someone or something. In the B2B world, selling opportunities need to be developed over some period of time. Marketing analytics play a critical role over that period of time. They’re critical in what you are nurturing and how you are going about it.

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.

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”):

Read the full article.

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.

Read the full article.

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.

Read the full article.

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.

Read the full article.

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.

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.

← Previous Entries

Next Entries →