real-time decisioning

2月 262011
eMetrics is always a great event for us. Internally, we often fight over who manages and attends the event, because it’s such a good time. Thankfully, because I’m based closer to the West Coast than my counterpart, I’ve won the right two years running.

Last year, in San Jose, we had a platinum sponsorship and were excited to have Katie Paine present our Marketing Lab session titled Listening, Understanding and Predicting the Impacts of Social Media on Your Business.

This year, there is a lot going on for us. For starters, we are happy to have had the opportunity to work with the show organizers to secure Thornton May--the Futurist and Author of The New Know: Innovation Powered by Analytics--to keynote Wednesday morning. Thornton will also entertain guests attending our free Web Analytics Wednesday hospitality function Tuesday evening.

In addition to Thornton May, we have a great Marketing Lab session lined up for you. This year, we are discussing the all-important challenge of integrating online customer behavior data with offline data for better decision making. Of course, you’ll be able to visit us in our booth all day Monday and Tuesday. And because this year’s eMetrics event is co-located with Predictive Analytics World, SAS will have an extra large booth with demos spanning our full range of Analytics and Customer Intelligence solutions.

We hope to see you in San Francisco! See below for full details on the SAS/eMetrics goodness.

Continue reading "eMetrics San Francisco – SAS is at it again!"
11月 032010
There are many reasons I often feel overloaded and overstimulated nowadays, so I think I can relate to my target market when they get my messages. I'd like to take a moment to set aside my usual John-the-marketer hat and explore the issue of relevance from the perspective of my target – the customer.

My fellow blogger, Deb Orton, wrote recently about how the digital marketing era requires a new definition of “best,” citing the many ways that our customers can (and do) tune us out. Is that a bad thing? As a customer, I don’t think so because I want to control what I get, when I get and and how I get it. Since I’m the customer I even get to determine the why of the communication, quite simply because I process the information under terms and conditions that make sense to me.

And guess what? The tools of the digital marketing era we live in give me more control than ever, so I hear myself referred to as the “empowered customer.” Oooohhh, I’ll repeat that because it sounds so good to my ears – the Empowered Customer. And now, with social media, I get to voice my gripes and if my followers agree with me, my grumbling and grousing can sound like I’m ranting into a megaphone next to your ear. Are you listening? Can you afford not to? Are your employees empowered to respond?

The point I am trying to make is that it is ever more important to strive for relevance as a goal for marketing. And it’s the customer that determines what is relevant – to them. So while it’s always been important to know your target market, the margin for error has become razor thin. Why? Because they can so easily tune you out and then broadcast your shortcomings if you don’t pay attention to what’s important to them.

[warning – I am putting my marketer’s hat back on] The good news is that we also live in the era of the Empowered Marketer. Never before have we had so many tools to track, report and manage our campaigns. To create and share good content. To make the connections between the content and the desired result (sales). We have the ability to measure and know what our customers want – how they want it, when they want it. And if we’re really engaged with our customers we also know why they want it.

Solutions to empower the marketer abound: Marketing Automation, Marketing Optimization, Customer Experience Analytics, Web Analytics, Social Media Analytics, Customer Link Analytics, Real-Time Decisioning . Those solutions empower the marketer to listen to their customer, understand them, anticipate their needs and plan the ways they can serve them. As empowered marketers, we have the power to achieve relevance – so let’s get to it!