Using data and marketing analytics to define the multichannel marketing mix

Use Analytics to Adapt Quickly to Your Audience’s Changing Preferences
Most marketers would agree that their consumers are now using multiple channels to research, shop and purchase. Offline and online communications are more tightly entwined than ever before. For example, many marketers have known for years how targeted direct marketing and cataloging will drive the right [...]

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Customer Profiling: Understanding Your Financial Services Customer

Whether you’re a bank offering deposit products, an insurance company offering income protection or an investment house responsible for retirement planning, it is critical that you have a better understanding of your customers. This will help put you in a position to provide better service, retain those customers and grow the existing relationship.

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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!

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Cloud Computing Berth Is Widening

In recent years, we haven’t thought of Microsoft for their bleeding-edge technology leadership, but few can argue that when they enter a specific market or technology, their influence and credibility is substantial.  Memos and public statements from Microsoft leadership form a timeline that one can connect to substantial investments and changes in the industry.  In [...]

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The New Revenue Engine and the role of Marketing Analytics

The old revenue engine is focused on the sales team. When companies want to double revenue, they double their sales force. In the past, this model worked. Information that prospects wanted was not readily available with just a few clicks, so prospects were willing to speak with a sales rep to get it. But things change. Recent years have highlighted the flaws of the old revenue machine. This post reviews those flaws.

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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?

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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.

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Security Compliance for HIPAA – Act like a Covered Entity

As HMOs spend more mindshare focusing their organizations toward consumers rather than the employers, they naturally turn to marketing services firms with consumer backgrounds to help design and measure their efforts to have meaningful member engagement Firms that provide marketing services are delivering disciplines in data management, campaign management and analytics that support the strategic goals of the HMO. However, given the sensitive nature of the data related to health care, they have a rigorous set of standards to adhere to.

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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.”

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What’s Up with Employee Satisfaction? 5 Themes from Motivation 2.0

Today I take a slight detour from my usual subjects of marketing analytics and multichannel marketing. Three converging events have me questioning employee satisfaction. While I was on vacation, I read Daniel Pink’s new book, Drive (http://www.amazon.com/Drive-Surprising-Truth-About-Motivates/dp/1594488843). Then, I stumbled across a blog from Harvard Business School, Why Are Fewer and Fewer U.S. Employees Satisfied with Their Jobs? (http://hbswk.hbs.edu/item/6404.html. And, coincidentally, we did our biannual employee engagement and satisfaction survey at SIGMA Marketing Group. Only 45% of workers in the U.S. are satisfied with their jobs, according to the Conference Board, so what did I gain from this immersion in employee motivation that can help me as a manager improve employee engagement?

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