Using Marketing Analytics to Solve Your “Burning Question.” Part 2 of 3

Last year I attended a 2-day DMA seminar on the topic of “How to Take the Guesswork Out of Marketing,” by Steve Cuno. (The content of the seminar has been captured in his book Prove it before you promote it.) In the seminar, Steve gave example after example of “hard lessons learned” and followed with teachings on how anyone can apply science to marketing in order to enhance creativity, and trade intuition for sound judgment.

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Using Marketing Analytics to Solve Your “Burning Question.” Part 1 of 3

There is a website called “BurningQuestion.com” where a few people in the marketing world believe that asking the right question will spark a marketing revolution. Here is what it says on the burningquestion.com website:

“What questions will spark a revolution?

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“I’m drowning in data, float me some insights!” Let marketing analytics be your life ring!

More and more marketers are using both web activity and offline data to make marketing decisions, and this trend will continue to increase – so there’s more data coming to add to the confusion. Investing in marketing analytics support services will keep you afloat and will also help you set a course and keep on tack as you navigate through the sea of offline and online data.

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He Has a Great Personality Online. Why it’s imperative for marketers to merge online and offline behavior data

As digital communication becomes pervasive, people are cultivating their personalities online, and they aren’t always the same personalities displayed offline. An entire generation of the digitally sociable are far more comfortable online than in real life. What does it mean for marketers when your customers’ online personalities and their real life selves are total opposites?

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Sales Force Automation is great but…

Most SFA tools are designed to record what activities a salesperson has accomplished … assuming of course, that they consistently input the data. The tools themselves add very little value to the salesperson. In fact, most salespeople view data entry as an arduous task and a waste of valuable selling time.

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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.

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Direct Mail Still Important to the Insurance Market

Despite budget cuts and the growing use of social media, insurance companies maintained their use of direct mail throughout 2009, according to research from Mintel Comperemedia, a direct marketing intelligence firm.

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The Sales Optimization Portal: A Critical Tool for Technology Marketers

For years there has been a huge chasm between marketing and sales when it comes to applied analytics. Marketing typically hired analysts to build predictive models to make direct mail and email programs more effective. But the findings of these models were rarely ever shared with Sales – and they were even more rarely turned into actionable programs for the sales teams.

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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.

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Get Smart: Make Sure Insights from Marketing Analytics Reach Your Sales Force

Armed with an intelligence-based “playbook” of identified and prioritized account level opportunities for each product/service in the portfolio, the sales representative has a focused territory plan, with resources aligned to drive customer and market share growth, while shortening the sales cycle. Don’t leave the sales process out of the mix when applying marketing analytics and insights. Now that’s getting smarter!

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