marketing

10月 062010
 
The issues marketers face are daunting. Let’s talk about three.

Email.
Response and opt out rates are awful. So we struggle to push thru the noise and stand out. We work to develop a strong list, message, and call-to-action. But we can’t know for certain if our offer will resonate with the recipient. We do our best.

Online ads.
These used to be about volume - interrupt as many as you can, and a few will inevitably click-through. Now, ads need to bring value to the viewer. And that makes sense. We work to segment and target our offers; aligning them to the right publications and the right readers at the right time. But we can’t know for certain if an ad will be accepted as well-timed information or loathed as a disruption. We do our best.

Website.
Almost every new sale begins with a Google search. But being on the first results page does not mean you’ve won; it only means you get to play in round two. We work to get people to our site and make it easy for them to find the information they need once they arrive. But we don’t know for certain if the content we have or the way we present it is hitting the mark. We do our best.

Or do we?

A new report from the CMO Council and Accenture reveals that nearly “one-third of marketers and IT executives alike” report that they are “either having difficulty integrating critical analytics capabilities or believe they are not integrated at all.” Does that sound like “our best” to you?

Doing our best means realizing that our gut isn’t going to help much in the digital marketing era. Our best demands we employ every tool we have to better serve our customers. Customer data. Math. Analytics. Optimization. Segmentation models. This is where the new-best begins.

Success with Email? The best way forward is to be ruthless in the application of analytics and optimize lists of contacts who are actually interested in your current message.

Success with online ads? Segmentation models that match ads and offers to the best possible readers are what’s needed here, so that we deliver assistance, not interruption.

Success with your Website? Advanced forms of social media and web analytics that track mentions and website visitors and analyze behaviors, allowing us to improve customer experience and serve up the right offer of content at the right time.

Marketing is quickly becoming an analytically driven discipline. Do you welcome the explosion of data as a gold mine of information? Or do you drown in details you’re unable to harness? Do you have a deep understanding of your customers and the confidence to act? Or do you struggle to deliver campaigns with little benefit of insight or promise of improvement?
9月 252010
 
As a kid growing up on the farm, I knew the difference between good quality tools and cheap imitations. Farm equipment was very unforgiving to tools, so the cheap imitations wouldn’t last long. Fast-forward to being an adult living in a suburb of Minneapolis, and I quickly became a fan of Northern Tool + Equipment (NT+E), which was based about 10 miles from where I lived. Their products were very good quality, and although I wasn’t changing the shanks on a chisel plow anymore, it was still nice to use tools around the house that were solid and reliable. So when I was given the opportunity to participate in a webinar with David Hildebrandt, the Database Marketing Manager for NT+E, it brought back some nice memories from my past.

Not only do they make good tools, NT+E is also very good at marketing – and I’m very happy that SAS can be a part of their success. About 5 years ago, NT+E implemented SAS Marketing Automation. This was a big decision for this relatively small, conservative company considering they would have to develop the capabilities in-house, but they made the leap away from using an external service bureau for marketing services to doing it on their own. Well, from more sophisticated campaigns to better predictive modeling, the improved performance results were almost immediate. According to David , “The whole process was better, faster, and cheaper than we imagined. The time needed to create mailing campaigns was drastically reduced. What used to take the service bureau weeks to do now only takes us a couple of days.”

There are several additional comments that could summarize their results, but I think the one from Chuck Albrecht, their president, says it the best, “Our credo has always been: ‘the right tool for the right job.’ SAS Marketing Automation is exactly the right tool we needed to grow our business.”

Check out more of the Northern Tool + Equipment story in the paper: Capturing Customer Value in a Multichannel World (pdf).


9月 072010
 

I came across this blog by Jim Sheppard (@seosheppard) last week; The Evolution of SAS and Search Engine Marketing, featuring a video by Dr. Pat Stroh - VP, Analysis & Decision Support at IMPAQT.


IMPAQT 'specialize in the data-rich, Search-specific area of online marketing' and in the video they discuss how, by using analytics, they are able to save their clients $10,000s in keyword bidding and probably generate $millions in extra sales.


Previously, IMPAQT suffered from the all-too-familiar pain of analytical marketers; too much data to make sense of. In a business where the choice of search term and the price you pay for it can mean the difference between a successful campaign and an ineffective one, the ability to rapidly gain insights from millions of rows of data is business-critical; in fact, it is the business!


IMPAQT have also gone past the point of simply collating and reporting on the data, they are now able to optimize 1,000s of words and bid prices daily to allow their clients to make critical marketing decisions based on sound analysis. Furthermore, their speed of analysis allows them to track and forecast the outcomes of campaigns whilst the campaign is active; ramping up sucessful campaigns and strengthening weaker ones.


Enjoy the video: