Recently, there has been a flurry of articles in serious forums about the promise of BIG DATA. The Aspen Institute authored a report on the Promise and Perils of Big Data and McKinsey Quarterly ran an article on the Challenge and Opportunity of Big Data. There is even a conference for data scientists, a newly found species. The most recent issue of Fortune calls data science the "hottest new gig in tech".
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0 comments 551 readsPosted on 2011-09-21
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0 comments 413 readsPosted on 2011-08-30
The media world has been and continues to undergo dramatic shifts as content continues to be delivered and consumed in myriad ways. A recent McKinsey Quarterly paper highlights the dramatic increase in the intensity with which people use digital devices and platforms. Approximately 50% of online consumers are now advanced users of smart phones, social networks and other tools such as tablets, up from 32% just two years ago.
And these users are becoming heavier consumers of multiple media. Often these are used simultaneously in conjunction with traditional media such as broadcast TV.
But are wireless phone companies and their putative competitors, the legacy cable providers, really ready for this shift? Are they truly set up to fulfill consumer expectations, fueled by hype about 4G and LTE as well as proliferation of powerful new devices? Not...
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0 comments 884 readsPosted on 2011-04-15
A few weeks ago, I wrote a blog suggesting that marketers and the DMA get ahead of net tracker legislation, after the FCC had invited some comments on proposed privacy legislation. Then came word that Senators John Kerry and John McCain, both senior and influential from opposite sides of the political and ideological spectrum, are co-sponsoring an "online privacy bill of rights".
The Wall Street Journal also reported that there is turf battle between the Senate Judiciary Committee and the Senate Commerce Committee on which one of them has the authority to deal with online privacy issues. All of this points to online...
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0 comments 902 readsPosted on 2011-03-31
Earlier this month, The Wall Street Journal featured an article on addressable TV advertising. This development has been eagerly awaited by advertisers for many years but it has been frustrated by the tremendous fragmentation in the infrastructure of TV delivery with its myriad varieties of delivery (satellite, broadcast, cable) and multiple generations of set top boxes with widely varying technologies that have to be reconciled.
Companies such as Visible World, which was prominently featured in the WSJ article, have been struggling with these challenges for almost 10 years and are finally getting traction. Others such as Simulmedia, also featured in the article, are relative newcomers who seem poised to reap the...
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0 comments 954 readsPosted on 2011-03-24
In an article in the Harvard Business Review a few years ago, Gail McGovern and John Quelch argued that outsourcing marketing can lead to better quality and lower costs. They were arguing this primarily in the context of analytics and direct marketing, since most companies did not have in-depth expertise within their organizations to scale and manage these functions effectively and efficiently.
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0 comments 787 readsPosted on 2011-01-31
DM News reported recently that marketers opposed a Federal Trade Commission (FTC) proposal to implement an online "Do-Not-Track" option that would allow consumers to opt out of all third-party tracking and behaviorally-targeted advertising. This would enable consumers to universally opt-out of being tracked online or through any digital channels (presumably).
The marketers quoted in the article voiced opinions ranging from the thoughtful ("this will set back the online digital customer experience by five years") to the selfish ("..it would hurt our ability to get a complete picture"). THE FTC Chairman in proposing the move, predicted that it would be necessary if the industry did not do a better job of self-regulations. The DMA, predictably, denied that self-regulation was not working without actually providing any proof that it was. The DMA currently encourages its members...
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0 comments 5,240 readsPosted on 2011-01-26
Customer marketing focuses on maximizing long term customer value in order to drive revenue and profit growth. It does this by enhancing the customer experience and engaging customers appropriately based on customer insights that are generated by analyzing customer attitudes and behaviors across channels. Customer marketing should be the hub of your digital marketing framework.
Should You Increase Your Investment?
The first step to decide whether to increase investment in your customer marketing is to measure the value of your customer base and to understand the elements that drive the value. Value can be defined in different ways in different businesses—it could be a revenue or sales measure, a profit or contribution measure or even loyalty or advocacy. The choice of value measure is driven by the strategic business objectives of the company.
Next, segment your customers based on current value as well as potential future value.
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1 comments 1,481 readsPosted on 2010-09-13
An excerpt from my guest post on the 1:1 Blog:
This summer, our family vacationed in Italy and Austria. Travel, as am sure you will agree, is a very high involvement experience - exhilarating when things go well and pretty awful when things go wrong, particularly when you are traveling with family. In preparing for the trip, we relied on traditional guidebooks as well as customer feedback from a variety of travel sites. In doing so,it struck me that the guidebook companies have diversified and leveraged multiple media types to truly engage with their customers in order to inform and enhance their travel experience. -
2 comments 1,131 readsPosted on 2010-09-03
In an excellent recent blog entitled Don't fix your marketing processes, David Raab argues for more flexibility in marketing systems rather than improved processes, the staple recommendation of most consultants and experts. I heartily endorse David's point of view and would like to extend it a bit further.
According to David, the primary drivers of flexibility are small, simple, loosely connected processes, frequent measurements, technology that enables easy integration of new data sources and ease of use for marketers who want to change programs on the fly. He also emphasizes the need for generalists who are comfortable with technology. Good points, all of them.
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0 comments 2,116 readsPosted on 2010-08-19
IBM purchased Unica Corporation late last week at a very significant premium - more than double Unica's closing price the previous day. IBM has been a partner and client of Unica and this purchase has long been rumored, so it was not entirely a surprise. The premium was eye catching in this market, particularly in light of Unica's financial performance this past year, but it was a small deal for IBM and, if they can leverage this asset through their bigger reach, it will have been well worth it.
Quaero is one of Unica's biggest and best known professional services partners, we continue to host Unica's suite of marketing products and serve many clients' onsite installations through our...
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