Marketing Analytics Can Bridge the Chasm Between Marketing and Sales

Cats and Dogs? Hatfields and McCoys? Red Sox and Yankees? Of the classical rivalries through the ages, none beats the consistency of Sales v. Marketing. We’ve spent years developing strategies for clients in marketing departments and been frustrated when the frictions between Marketing and Sales have held back the adoption and/or results of some pretty smart programs.

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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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Invest in Knowledge Assets – The Intellectual Capital from Marketing Analytics

The next time your marketing team builds a predictive model or your research team presents new insights from their research, don’t let your corporate assets be shoved on a shelf with the last PowerPoint presentation. Too many companies treat each analytical exercise as an ad hoc response to a transitory business problem — without thinking about building a long-term plan for the development, documentation, application and maintenance of Knowledge Assets – just like any other corporate asset.

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Analytics Become Fashionable

No one has popularized the benefits of behavioral analytics more than Google, and within a year of Google Analytics’ launch, many web analytics firms vanished. Anyone, regardless of technical savvy, could track activity on their website easily and for FREE! More and more apps are popping up, attracting droves of users who happily engage, providing mountains of personal preference information in exchange for an opportunity to play. LinkedIn is a fabulous example of how CEOs and students alike share LOTS of important information in exchange for being visible. Even the CEOs know that it’s no longer smart to be invisible or silent on the web.

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9 Steps to Maximum ROI by Turning Marketing Analytics into Actions

Here are my top 10 steps to turning marketing analytics into ROI. These are the critical opportunities we remind ourselves of every day. They aren’t ultra-sophisticated, but rather practical, nuts-and-bolts ways to optimize the marketing we do with our clients. Marketers who can make these steps part of their marketing DNA will win. No kidding.

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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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When is the best time to integrate strategy into your marketing analytics and modeling projects? At the beginning, middle, and end of the project!

Why build models for marketing campaigns? One reason is to help rank and select the right prospects that correspond to your program objectives — those who are most likely to take action on your offers. For an acquisition program, who is most likely to buy from you?
For a retention program, who is at risk of leaving you? It is critical that you strive to integrate a strategic mindset throughout your marketing analytics modeling project, from beginning to end, and then beyond.

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7 Game-Changing Trends Driven By Marketing Analytics

Seven trends that figure prominently in the new world of marketing are contributing to the challenges—and opportunities—for all types of marketing organizations. They all start with the continuous flow of information that marketers struggle to use in the most profitable ways.

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What’s all this talk about Marketing Analytics anyway?

The starting point for all marketing should be benchmarking and then tracking results against those benchmarks. The very best marketing measurement practices we see today are designed around the Marketing Dashboard Concept. Dashboard measurement systems are designed to cascade down an organization – with corporate strategy guiding which metrics are measured at the top level, and subsequent managers providing metrics from their individual areas that are rolled-up into the top level reports.

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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.

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