Measurement

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• Business Intelligence Is Not an AlgorithmRon Halverson
  Marketers can no longer rely on only quantitative data to address an issue. Qualitative tools, such as advanced video analytics and "day-in-the-life" sketches, are needed to unearth the deeper insights—the ...
  Customer Experience, Market Research, Marketing Smarter, Measurement, Videos
• Are Marketers Underappreciated?Kevin Hillstrom
  Marketers, for better or worse, need to find meaningful ways to measure their effectiveness. Within the organization, a marketer can earn respect, and be appreciated, by speaking a language that other ...
  Collaboration, Marketing Inspiration, Marketing Smarter, Measurement
• Squeeze the Lemons for Loyalty GrowthLynn Hunsaker
  Lemonade is refreshing, particularly on a hot day. With a little sugar and a lot of squeezing, sour lemons are transformed into a nice, healthy source of sustenance. Similarly, profitable customer ...
  Customer Experience, Customer Retention, Measurement, Value Propositions, Voice of the Customer
• Marketing ROI in 2007—Moving Into the New Era of MarketingJim Lenskold
  Here's what Jim believes will be the trends for 2007 in marketing ROI as well as priorities you should keep in mind. Progress in 2007 will not come from new ...
  Collaboration, Marketing Strategy, Measurement, ROI
• Six Steps to Jumpstart Your Product and Marketing StrategyNiti Agrawal
  Are you ready to transition a product into new markets or define next generations of a solution? Knowing in which direction to take your product and marketing strategy can be ...
  Market Research, Marketing Strategy, Measurement, Product Marketing, Targeting
• The Fundamentals of Permission-Based Email MarketingNeil Anuskiewicz
  Email Lists, Marketing Tips, Measurement, Permission Email Marketing, Segmentation
• Word of Mouth Marketing in Five Easy StepsAndy Sernovitz
  Creativity, Marketing Plans, Marketing Tips, Measurement, Word-of-Mouth
• Six Primary Obstacles to Marketing MeasurementPat LaPointe
  Along the path toward better marketing accountability, there are many rocks, holes, roots, and other tripping hazards. Here are a few of the most common ones. Which ones are blocking ...
  Measurement, Metrics, Thought Leadership
• How to Determine the Best Price for Your Product or ServiceNick Usborne
  Keywords, Marketing Analytics, Measurement, Pricing, Testing
• Meeting the CEO's Mandates: The 'New' Executive Sponsor Program (Part 2 of 3)Promise Phelon
  Vendors are in ferocious competition to engage customer C-level executives who can assure prospective peers that "this" purchase decision is the right one. One such way of engaging executives is ...
  Collaboration, Customer Engagement, Measurement, Segmentation
• Database Marketing: It's All About Creating CustomersScott Petinga
  Database marketing is about creating customers. Once you have a customer, you have a first sale and an opportunity to make the second, third, and more sales over time. But ...
  Customer Relationships, Measurement, Sales, Targeting
• The Real Buzz: B2B Word-of-mouth Marketing for ITSteven Nicks
  Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz.
  B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word-of-Mouth
• The 80/20 Volume ParadoxGeoff Dillon
  Here's why tapping your top-volume clients for further growth doesn't always work. The truth is: you need to cast a wider net.
  Measurement, ROI, Segmentation, Targeting
• How to Manage and Measure the Word of Mouth RevolutionJustin Kirby
  Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and ...
  Advertising, Brand Ambassadors, Brand Awareness, Collaboration, Measurement, Promotions, Referrals, Social Media, Word-of-Mouth
• Maximizing Profitability: How Marketers Make an ImpactBarbara Bix
  Every company aims to maximize profit. Yet, in the frenzy of everyday work, it is not uncommon for "urgent" issues to supplant "important" ones, thereby shifting the focus of marketing ...
  Marketing Strategy, Measurement, Pricing, Segmentation, Targeting
• New Resolutions for Brand ManagersMitch McCasland
  Even with January behind us, a brand manager is still full of the promise of the New Year. Sure, things didn't go perfectly during 2005. But it's worth taking note ...
  Benchmarking, Brand Awareness, Branding, Measurement, Sponsorship
• The Only Four-Letter Word You Want in a Business Vocabulary: TestLorna Berry
  Testing is the backbone of any solid direct response campaign and business. Whether your business is mature or still in the launch phase, testing is necessary to keep your approach ...
  Copywriting, Measurement, Testing
• Word of Mouth Marketing in Five Easy StepsAndy Sernovitz
  Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and ...
  Blogging, Customer Engagement, Customer Service, Measurement, Word-of-Mouth
• Just What Is Customer Experience Management, Anyway?Leigh Duncan-Durst
  A growing number of books and articles are actively promoting the concept of Customer Experience Management, or CEM. There are also a growing number of agencies and consultancies claiming expertise ...
  Customer Behavior, Customer Experience, Marketing Smarter, Measurement, Positioning, Segmentation
• The Only Marketing Resolution You Need for 2006Cynthia Coldren
  Get ready—'tis the season for resolutions. But instead of a boring list of all-purpose to-dos, here's a single goal that can make a big impact: We will identify our most ...
  Collaboration, Customer Satisfaction, Marketing Strategy, Measurement