Tip: Address Unified Marketing Technology Solutions Now.

Everything digital has created an explosion of new data and sources. This digital environment has also produced an always-on relationship situation that is also spawning new applications and data sources. The impact to the Data Warehouse occurs at the data model. What was the data model a few years ago likely requires new assessment based on channels, touch points, behaviors, preferences and more. The new data model needs the ability to quickly adapt with collecting new data from new places. And that adaption model needs to occur with less skill in assuring integration of data sources/systems gets put in place.

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Unified Marketing: Buzzword or Bellwether?

Unified Marketing is all about unifying the data across multiple marketing channels. I often cite the statistic from Forrester that more data was created last year than in the history of world up until now. What happens to it? Most of it is garbage and what is good is seldom, if ever, put into an integrated customer database housing both online and offline date. In this article we share some of the obstacles that hold brands back from a truly unified marketing approach.

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Marketing Technology Takes a Page From Unified Communications.

Today, marketing data and analytics platforms are becoming more robust and integrated when delivered to target market areas, but they still lack intuitive means for a broader workforce to react upon it or the ability to even imbed the information into broader sets of business processes. So like the disparate communications tools before UC, the next generation of marketing data and analytics platforms requires a more holistic approach on how data and analytics can be used.

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5 Steps to Delivering High-Performance Email Campaigns.

When we design an email at SIGMA, there are 3 very important areas of the email design to consider. There is the messaging side — what are we saying, who are we saying it to, and why will they want to read it? Then there is the rendering side — will it look the way we intended it to look across every possible browser? And lastly there is the deliverability side — will it arrive in the recipients email Inbox?

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Marketing Data Security: Accessing Corporate Resources From Offsite Securely

Suppose a hacker really wanted your corporate data; how would they go about trying to access it? Would they try to hack into your company? Probably not. Your company has an IT group dedicated to keeping data secure. Instead, the hacker will get a company listing of employees and attempt to hack the employee home computers. It is less likely that a home computer or home network is secure. The following are some things you can do to stay safe while accessing corporate resources from offsite…

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What the Grateful Dead Can Teach Us About Consumer Insights and Marketing.

The Grateful Dead created a lasting legacy. You may not like their music, or identify with the culture and period of time when the band was at its high point, but you have to appreciate and admire what they cultivated in terms of followers and passionate fans. So, what does this have to do with marketing insights, targeting and all the other great stuff we talk about in our Fifth Gear Analytics Blog? Well, the book provides some interesting takeaways for those of us interested in consumer insights and using marketing analytics to improve our products and services.

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Marketing Data Security: FTP and Data Shipping Security

Marketing data, including customer and sales information, is some of the most valuable information within an organization. It is paramount that this information remain secured from tampering and theft. Companies that have experienced data loss have experienced large fines and loss of reputation, and some have gone out of business.  In this series of short [...]

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B2B Sales Enablement: Using B2B Sales Optimization Dashboards

In the B2B sales world in which I live, my view of B2B Sales Enablement focuses on bringing together both internal customer information (sales, contact history, etc.) and external firmagraphic information (SIC Codes, Sales volume, locations, etc.) and presenting that in an easy to understand, access, and use format. In addition, it includes ranking of prospects by potential and by timing, allowing the rep to focus his efforts on those opportunities that are most likely to generate the highest return in the shortest time frame.

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Marketing Data Security: 5 Tips To Secure Your Laptop

Marketing data, including customer and sales information, is some of the most valuable information within an organization. It is paramount this information remain secured from tampering and theft. Companies who have experienced data loss have experienced large fines, loss of reputation, and some have gone out of business. In this series of short articles, we’ll provide tips for securing your data on various devices and at data connection touch points. In this article we’ve provided tips to secure the marketing data on your laptop.

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Consumer Decision-Making Theories and Strategies That Work

The Utility Theory basically holds that consumers make decisions based on the expected outcomes of those decisions. Satisficing contends that that consumers are willing to settle for something that is good enough and will move on. The Prospect Theory lists two main factors in a consumer’s decision making process as Value and Endowment (the notion that my owning something is better than you owning that same item).
The development and exploration of a series of useful consumer decision-making strategies that can be exploited by marketers is the natural evolution of understanding these consumer theories.

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