Social Media Analytics — The Next DEWmocracy?

Web Analytics Demystified provides objective strategic web analytics advice to companies striving to realize the full potential of their investment in web analytics, while Altimeter Group is a research and advisory firm that provides companies with a pragmatic approach to disruptive technologies.

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Marketing and Sales Best practices are not good enough!

Consider how your marketing and sales organizations identify new opportunities for customer and market share growth. Most companies use macro views of the market place, deploy marketing resources to use “best practices” to create awareness and generate leads from marketing activity. Marketing then turns those leads over to sales to pursue. Meanwhile, sales has assigned a representative to cover a “territory” and the salesperson begins executing the “best practices” sales methodology to identify, qualify, pursue and close the opportunity.

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Confessions of a Wannabe Thought Leader: 5 Questions I Can’t Answer

We are scrambling to launch social media marketing initiatives so we can participate in dialogues with potential consumers who will view us as thought leaders and eventually buy our products and services. On the other hand, we are diminishing the very notion of an expert by the millions of us who are trying to do so. As you know, questions lead to more questions and now I’ve come up with 5 which I cannot answer.

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Why are Marketing Analytics Like Cracker Jacks?

Marketing analytics offers the same promise as Cracker Jack — chock full of tasty insights plus a free surprise! With marketing analytics, the high maintenance customer is actually the high-value customer! Kudos to Zappos, which saw the “surprise inside” their data and leveraged it for greater brand value.

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He’s Just Not That Into You: Customer Loyalty

Is your customer, he or she, that “into” the relationship they have with your company? Do they value the relationship? Are their eyes wandering over to your competition at the other table? Why should you care? You should care because if your customers feel a personal connection to your business, then they are far more likely to remain customers and will often be a rich source of referrals. There are two different types of customer loyalty and you need to measure both in order to turn loyalty into revenue.

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How effective is your Co-op Marketing Program?

Using marketing analytics, data and technology to drive improved program performance.
As a consumer marketer reaching your customers through a franchise or retail distribution network, you know it’s critical to coordinate and leverage marketing activities for maximum impact and results.  More than ever, your marketing budgets are under scrutiny, while at the same time there’s ever-growing [...]

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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.

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New Agency Skills for New Times Or The 3 Cornerstones of the Digital Age

I believe there are three cornerstones to Marketing 2.0: 1) CRM/data, 2) web analytics and 3) digital/social marketing skills including merging online and offline data. Who has these skills? These capabilities are provided to clients in a hodge-podge of services in what Forrester calls a “web of confusion.” As marketing services providers, ad agencies, interactive agencies, technology providers and direct marketing firms all start looking alike, it’s becoming increasingly difficult for clients to tell us apart. So much so, the CMO study states, that one solution for marketers is to start bringing these skills in-house, either by training existing staff or hiring new ones.

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Data Goes Primetime.

The world our kids will soon occupy as adults will be using data in smarter and smarter ways. How about cupboards and refrigerators that tell you what you should stock up on as you go grocery shopping? How about medical records that travel with you instead of sitting in a folder in a file cabinet? What if you never had to fill out a financial aid form for your college-bound child because that was already in electronic form with the IRS?

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Identifying decision makers enhances marketing analytics

A key to any sales effort is to identify the decision makers, influencers and recommenders and convince them that your products and services are needed to drive the business value they are striving for — whether it is efficiency, revenue generation, cost take-out, market share, etc. But, it often take weeks or months to determine the real decision-making process and its participants. Your effort up front to gather as much information about the company as you can and to go further to identify the decision makers will make your marketing analytics smarter and your sales efforts more effective.

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