The First 10 Metrics – Part II

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 impact model. As with previous discussions, we have provided a some examples to help you grasp the concepts better.

We will be covering the non-financial metrics again in next week’s presentation, as these are key to the analysis that marketers must learn when it comes to quantifying their performance and the campaign results. As we saw in the recent study conducted by Fournaise, 73% of CEOs don’t trust marketers because we are unable to quantify our activities and performance in terms that are important to them, including revenue, sales and EBIT. These presentations will help you to start using these metrics to improve your position and reporting to senior management. Continue Reading

The First 10 Metrics – Part I

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, we are able to take it out of the fuzzy and bring it into real numbers that are used to judge our success.

This is the first of a three-part lecture series that covers the first 5 metrics (and a few sub-metrics) that will quantify your brand awareness, brand equity, “test drive” and its relation to intention to purchase, and churn rates. We will also introduce you to the modern purchasing funnel which will help you to understand better the decision-making process for buyer influence. Each metric is supported with mathematics and examples from different industries to enhance your knowledge. Continue Reading

5 Obstacles to Marketing Intelligence – Part II

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. We give numerous tips, tricks and examples to help you understand how to overcome the “standard” reservations that executives have when it comes to change, all to help you move smoothly and easily into a more rich, efficient and high performance marketing environment. Continue Reading

5 Obstacles to Marketing Intelligence – Part I

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 and decision-making in delivering marketing activities to the potential customer in a more effective and efficient way.

This is the first of a two-part presentation that highlights and shows you how to overcome the common barriers and obstacles that most forward thinking marketers face when looking to add an analytic marketing process in their organizations. In this presentation, we go through the gambit of arguments ranging from not knowing how to corporate culture not accepting the change giving you a clear understanding of how to overcome and prove that the process not only works, but adds value to the organization. Continue Reading

Introduction to Marketing Intelligence – Part II

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 departments achieved.

In this presentation, we show the 15 metrics that we will be focusing on and offer you a couple of more examples that prove the value added through this level of analytics called marketing intelligence. We also show the difference between market leaders and those who follow them by copying without understanding. Continue Reading