In this lecture, we wrap up the difficult metrics. Throughout this course, we have been discussing the impact of supporting our marketing activities with real numbers that can be understood and grasped by top management and executives in the organization. These metrics are the key to the finance and operational teams as they define how [...]
09.03.11
In the lecture, we covered a number of things including 2 new metrics – customer profitability and customer lifetime value. There are also some additional slides related to value-based marketing and what a high-value customer are. While I would like to cover these in class, we don’t have enough class periods left for me to [...]
09.03.11
This is the second lecture in the customer segmentation series Our next lecture will be on Customer Lifetime Value calculation and the impact that it has on our marketing activities. Please bring your brains and a calculator so that you can work the math and understand how it all works. Additionally, you will notice in [...]
07.13.11
Every marketer knows that half the battle of getting the message on target is getting the customer profile right…. 0r do they? In the modern age of marketing, too many marketers build very general profiles for their target markets in the hope that they will get a higher return on their marketing message. Sadly, this [...]
07.06.11
This is the last presentation in the First 10 Metrics series. In the past two presentations, we laid out the basis for why we using analytic marketing to quantify our marketing activities. Additionally, we covered a number of metrics that will help you with the non-financial metrics that help us understand the effect to brand, [...]
06.28.11
In the first presentation, we talked about the metrics that we use to quantify your brand awareness, brand equity, “test drive” and its relation to intention to purchase, and churn rates. In this presentation, we will go deeper into the metrics discussion covering churn rate more effectively, understanding customer satisfaction numbers and introducing the behavioral [...]
06.21.11
Now that we have built the foundation for analytic marketing, it’s time that we start talking about the metrics that we need to understand to quantify and qualify our marketing performance. As I have said in earlier lectures, marketing has long been considered a “fuzzy science,” but when we are able to quantify our performance, [...]
06.14.11
Moving forward from the previous presentation, we look at the remaining reasons that professionals give for not implementing an analytical marketing, or marketing intelligent, framework. This presentation covers how to better use data, especially for B2B companies, building the infrastructure to support an analytical marketing process, and creating an analytical culture within your marketing department. [...]
06.09.11
When we talk about marketing intelligence, or analytic marketing, we find organizations and marketers have a number of “reasons” for why they should not add it within their corporate culture. The most common is that it will limit creativity, which is completely untrue. Analytics have nothing to do with creative; instead they improve the process [...]
06.02.11
In our earlier posting, we introduced you to marketing intelligence and the series that will be available to you from the emagine site. In the last presentation, we gave you a background into what makes marketing intelligence important to marketers through a variety of real-life examples that show how it changed the results that marketing [...]
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