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 | Also posted in Marketing Intelligence
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 | Also posted in Marketing Intelligence
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 | Also posted in Marketing Intelligence
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 | Also posted in Marketing Intelligence
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 [...]
05.26.11 | Also posted in Marketing Intelligence
All of us are familiar with strategic intelligence, business intelligence and competitive intelligence, but what is marketing intelligence and why is it important to us as marketers? Marketing has always been part of the “fuzzy science” because corporate executives tend to not understand now to qualify the results of their marketing and branding activities. With [...]
05.16.11 | Also posted in Interactive Marketing
One of the hardest topics to understand in the digital marketing world is that of emerging media and how it impacts marketing. To understand emerging media, we need to look at all the different technologies including location-based (proximity marketing), augmented reality, gamification (brand based online games) and QR codes. But these technologies are only the [...]
04.21.11 | Also posted in Interactive Marketing
In the online world, privacy is of extreme importance… or is it? As our world quickly moves more and more online, a clear division is appearing between people who want to keep their online lives private and those that feel it defeats the purpose of online communities and profiles. Eric Schmidt, former CEO of Google, [...]
04.19.11 | Also posted in Interactive Marketing
One of the hardest parts of marketing effectively in the digital world is getting the strategy right. Over the years, we have seen many brands stumble with getting this part of the interaction right and have worked with numerous clients in helping them to develop a progressive social/interactive strategy to engage with their customers and [...]
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