Database Marketing Assessment: Targeting and Analytics

Oftentimes, 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. In these few posts, I’ll review the types of questions we often ask to understand where an organization fits into our framework and where the biggest opportunity for improvement lies.

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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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A good place to start: Database Marketing Assessment 101

The idea of using an assessment framework to understand the maturity of an organization’s functional areas is as old as time — and it forms the foundation of most consulting firms’ practice. It’s often a wonderful way to get to know a new client, and a good way for them to get to know how you might approach their business. The outcome is often a fast-start project opportunity where everyone can win with a new relationship quickly.

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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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6 Key Steps to Implementing Multichannel Campaigns

Regardless of your company’s sophistication, there are six key steps that have to occur in order to successfully implement multichannel campaigns. The challenges of multichannel marketing are many, but will have far reaching implications once they’re overcome. Read more to understand the 6 steps to rolling out multichannel marketing campaigns.

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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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Marketing Analytics and Pharma — No Data Left Behind

Pharmaceutical companies are slowly winning the battle to halt the FDA’s efforts to regulate drug promotion on the internet and through social media. The Washington Legal Foundation (WLF) and Pfizer filed a brief with the U.S. District Court in April requesting to limit the FDA’s guidance to prevent the free speech of drug manufacturers on social media sites such as blogs, Facebook and Twitter.

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What is Social CRM? The Differences between CRM and Social CRM

Traditional CRM projects are not adapting to the new relationship-driven model of social media. While CRM started out with the goal of 1:1 marketing, it is mainly focused on automating tasks, improving reporting, and staging triggered marketing communications. It has not supported the need of marketers to manage social relationships.

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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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