The First 10 Metrics – Part III

This is the last presentation in the First 10 Metrics series. In the past two presentations, we laid out the basis for why we using analytic marketing to quantify our marketing activities. Additionally, we covered a number of metrics that will help you with the non-financial metrics that help us understand the effect to brand, awareness and other items.

With this presentation, we start moving towards the financial metrics, which will be covered in the following weeks. In this presentation, we cover take rates, acquisition costs, demand generation marketing and the marketing scorecard. Each of these help you to understand that success of the marketing campaigns for costs and returns.

In the next presentation, we will delve into understanding the customer over a series of 2 presentations, which will move into the discussion about calculating Customer Lifetime Value.

If you have any comments or queries, please post them below.

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

Introduction to Marketing Intelligence – Part I

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 marketing intelligence, marketers are able to provide their departments and executives with real numbers that make sense when trying to justify their capital outlays for marketing activities.

During this 16 presentation series, we will start by building the foundation of what marketing intelligence is and why its important to marketers today. From there we will move on to understanding 15 key metrics that help us to quantify the activities we do into real numbers for the executives and department heads that control our capital spending limits.

The presentation series ends with a discussion about the new “fuzzy science” better known as the internet metrics and agile marketing that will help your organization move with the punches, waves and trends that shape our consumer’s minds and sales bottomlines. Continue Reading

Emerging Media & Its Impact on 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 foothold to where emerging medias are going and how it is changing marketing on a traditional and digital level around the globe.

The presentation below takes you through a process that first introduces you to emerging media and what we believe the field encompasses. It moves on to a discussion of technologies and usage by brands around the world to create brand awareness, increase sales and drive foot traffic to their outlets. The presentation ends with a discussion into the new technologies that are moving into the marketing digisphere that will revolutionize how we as marketers will interact for years to come. Continue Reading

Creating a Target Rich Environment

In today’s business world, we spend so much time thinking about advertising and marketing that we forget about audience. Sadly, when you don’t have a target rich field, your marketing and advertising goes to waste. Where is your focus?

In this presentation, we digger deeper into the understanding of developing a target rich environment for your marketing message. We will set the ground for the discussion about audience segmentation, introduce you to some of the companies that we work with to develop our segments and help you learn the basics of how to better segment your audience to achieve better results. We continue the discussion about audience segmentation and introduce you to the different types of customers that will frequent your business affecting your brand and bottomline. Continue Reading

Why Do You Know So Much About Me

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, said once that “In today’s world, when a child is born their digital footprint starts. From sonograms to medical checkups to newspaper mentions. By the time they apply to colleges, they will have to change their names because of the amount of information available about them on the internet.”

But where do you stand? Do you know how your information is being used? Do you know how much of your information is being used to target you by brands and marketers?

This presentation takes you through the ins and outs of online privacy and how our online lives are very unsecure and can be monitored without our knowledge by the wrong kinds of people. Additionally, the sheer amount of information that we share through our profiles and communities provides a great wealth of information to data mining companies to help marketing companies target you better, more effectively and much easier. Continue Reading