I was analyzing results from our recent B2B Marketing University series, which Silverpop launched this past Fall, and the data seem to point to an eye-popping, potential ‘banner year’ for marketing automation in 2010. Without getting into all of the math, responses from 290 of the nearly 600 B2B…
Archive for the ‘Marketing Analytics and Modeling’ Category
Monday, December 28, 2009
Should Online Companies Be Forced To Forget?
Online companies have raised the eyebrows of privacy advocates who think web generated data should only be archived for a specified period of time. And while some companies have bowed to public pressure and only keep data on customer searches for a maximum of three months, others have not…
Tuesday, November 24, 2009
Of Risk Control and Thanksgiving Turkeys
To forecast the future, marketing leaders often look to the past. But the past isn’t always a very reliable gauge of future conditions. For proof, we need to look back to a day-in-the-life of a turkey, and implications of not preparing for possible “extreme” events around the corner.
First, let…
Monday, November 2, 2009
Beyond ZIP +4 To Location Intelligence
In the United States, ZIP +4 assists marketers in targeting customers by city, neighborhood, or street, but geospatial location intelligence can help marketers perform much deeper analysis. And “analysis” is where the real value of geospatial lies.
A ZIP + 4 code according to Wikipedia; “uses …
Tuesday, September 29, 2009
Customer Service Queues: Fair, Fast Or First?
With limited customer service resources, companies are challenged to deliver access to service in an expedient, fair and cost-effective manner. Since customers hate to wait, how can a company balance available resources and service–to effectively meet and/or exceed customer expectations? Queue…
Wednesday, August 26, 2009
Methods to Systematically Reduce Customer Choice
New research regarding online dating websites shows that when it comes to presenting customers with choices, in fact “less is more.” And while marketers inherently know that too much choice leads to cognitive meltdown, sometimes we’re confounded with the best way to remove options presented to…
Tuesday, August 11, 2009
The Moneyball-itzation of Marketing
Oakland A’s General Manager Billy Beane started the “Moneyball Revolution,” where analytics replaced intuition as the primary method of evaluating talent and assembling a professional baseball team. And while Beane’s critics entertain some self-satisfaction from the recent mediocrity of the A’s,…
Wednesday, July 29, 2009
Zero Latency: The Next Arms Race
In the near future, your company may be competing with a computer. In fact, companies with the fastest computers, most sophisticated algorithms, technical know-how and most complete data sets will begin to separate themselves from competitors. In a world where milli-seconds will make or break your…
Wednesday, July 1, 2009
Why Capacity Management Matters to Marketers
In a challenging global slowdown, the world seems awash in capacity. Scans of major business publications show airlines reducing flights, companies furloughing or firing employees, and manufacturers closing plants. If you agree that it appears there is more unused capacity than demand, why should…
Monday, March 30, 2009
The GPS Revolution: Benefit or Bane?
Most telecommunication companies now have the ability to assign the latitude and longitude of a mobile handset via technologies such as GPS and Wi-Fi. With these technologies a whole host of location based services and applications can now accurately find both people and objects.
However, the a…