I recently published an article in Chief Marketer about driving conversions through increasing the relevancy of content entitled, Drive Conversions by Making Interactions More Relevant
Posts Tagged ‘ROI’
Tags: CMS, Conversion, Customer Experience, CXM, Dynamic Publishing, integrated marketing, Interactive Marketing, personalization, relevancy, ROI, SDL
Tags: #Forrester, #ForresterResearch, analytics, CIO, CMO, digital agency, integrated marketing, marketing technology, Metrics, ROI
Let’s start with understanding the problem. It’s not that CMOs and CIOs speak different languages, it’s that they fundamentally approach problem solving differently. Most CMOs come out of the advertising and creative world of the “big idea.” At the end of the day, they are dealing with abstraction, creating emotional ties to an ephemeral concept, known as the brand. While they can measure success from outcomes, they can never conduct QA testing to see if the solution works or not. Whereas most CIOs come from an IT background where at there is ultimately a “right” answer or solution to a given problem and it is easily measured b whether it works or not. And the outcome of working is out of scope.
At our company, Blab, I’m lucky that our CTO Joseph and I have a strong working partnership. It comes mutual respect (very common at C level), shared goals (common if business focused) and most importantly, because we spend a lot of time together talking through ways to solve problems.
I’ve learned some of the lingo of technology. I have a rudimentary understanding of database schema and at least don’t cringe when I hear the terms php, ruby on rails and lamp stack. I recognize they are development languages. But what is more important is that I understand that they are critical to my being able to effectively and efficient communicate with my customers across multiple channels.
Joseph, on the other hand, has not spent his entire career managing IT infrastructure. He can write code himself, actually thinking its fun and is excited about solving challenging problems. He’s learned something about frequency and reach and the abbreviations, cpc, seo, sem and crm don’t make his eyes glaze either.
But the real key to our mutual success is sitting down together in front of a whiteboard and sometimes over a beer, talking about the big picture issues we both face. Are we keeping up with our customers? Do we understand the problems they have? Are we equipped with the ability to listen to our customers, analyze what they’re saying and acting on the insight before it’s too late.
Joseph’s mind certainly works differently than mine. He often comes up with a completely different perspective on the issue and as often as not, his logical rational mind is as perceptive as the most gifted and creative brain. And then he tells me how he can build whatever it takes to bring the idea to life.
Tags: B2B marketing, Closed Loop Marketing, CMO, CRM, Customer Experience, Customer Lifecycle, Customer Relationship Management, digital agency, integrated marketing, Interactive Marketing, Marketing Automation, marketing technology, Metrics, ROI
After nearly 5 years, I’m leaving Ascentium and starting my own consultancy, Rainier Advisory Group specializing in helping companies navigate the complexity of the marketing technology landscape.
I’m very proud of the success I’ve had growing Ascentium from a small technology consulting firm into the 5th largest independent digital agency according to AdAge and being called out with the highest customer satisfaction scores in the country by Forrester Research in their 2009 Forrester Wave® of Top Interactive Agencies.
Now is the time to move on and focus on my real passion of mastering cross-channel customer experiences through the integration of the technologies that are helping transform the marketing landscape from search to analytics, lead management to CRM and everything in between. With the maturation of cloud-based services, today’s marketer is faced with a myriad of choices and almost no one to help navigate not only the applications and services themselves, but how they fit into an integrated cross-channel strategy, Forrester calls Digital Brand Orchestration.
I believe that my combination of executive experience on the client side for Lufthansa, T-Mobile and Gateway, agency consulting experience working with companies like Microsoft, Intel, Lexus, and Ford as well as start ups like Marketfish, Quasar, and Surveyanalytics as well as my thought leadership and speaking engagements for organizations like Forrester Research, the DMA, Digital Hollywood, Mirren New Business, The Integrated Marketing Conference and MarketMix, position me well to provide the strategic consulting services needed by leading companies, marketing service providers and advertising agencies.
Please feel free to reach out to me if you’d like more information or if you know of any firm in need of my services.
I will also be devoting time to my commitment to our industry in my capacity as past president of the Seattle Direct Marketing Association, incoming president of the Pacific Northwest Business Marketing Association chapter as well as lecturing on digital marketing at local institutes of higher learning.
Most of my contact information remains unchanged, with the exception that I can now be reached at firstname.lastname@example.org or email@example.com . Today I have also launched my new company website, www.rainierag.com . Farewells are always sad, but new beginnings are even more exciting. I continue to wish everyone at Ascentium continued success and I look forward to sharing new stories with each of you in the near future.
Tags: analytics, B2B marketing, Closed Loop Marketing, CMO, CRM, Customer Experience, Customer Lifecycle, Customer Relationship Management, integrated marketing, Interactive Marketing, loyalty, Market research, marketing2.0, Net Promoter Score, ROI, surveymonkey, Web analytics, web2.0, zoomerang
I was thinking about loyalty the other day. I had just sat through a company presentation where we talked about the almost 2 years of experience we have with Net Promoter Score. In the same meeting we also talked about our new Web site and how we were going to start capturing visitor data via our Web analytics tools and then incorporate that data into our CRM system. And at the end of the meeting, the topic even began to cover the piloting of capturing social media data and putting that it into CRM. Wow, that’s a lot of data. But what’s the connection between loyalty and data.
In the past, I’ve written about two distinct ways that connect data and loyalty. First, by applying what I call Closed Loop Marketing, a company can create endless loops of communication between consumers and companies. By opting in, a company can track a Web site visitor’s behavior, match with data captured from offline interactions like events, retail transactions or customer service. Then if intelligence is applied to understand the needs and wants of the customer, a company can reach back out to the customer to advance to dialogue, drive incremental transactions or take care of service incidents, closing the communication loop and advancing the relationship and by extension increasing loyalty.
In other contexts, I’ve made arguments about how companies can begin to use a mix of behavioral data captured online, demographics from CRM systems and transactional data from line of business systems to enable predictive analytics that will optimize response rates, close rates and ROI in general.
But today I had an epiphany. The missing piece has been the role of market research. Traditionally we think of market research as focus groups, qualitative and quantitative research and endless cross-tabs slicing and dicing every possible sort of data. And more recently, market research has been turned upside down with the advent of online surveys like Zoomerang and SurveyMonkey. But what is still in its infancy is the pairing of market research analytic expertise with social media influence monitoring.
So what does it all mean? For over a decade we’ve been hearing about the 360° view of the customer. And this has for the most part meant getting more individual data about a customer to be able to sell them more. But what it lacks, besides the fact that virtually no one has achieved it, is that we need to stop talking about data and start talking about intelligence. Capturing transactional data from online and offline is valuable, but only if someone is looking at that data and gaining insight from it.
CRM is primarily a tool of sales people and sales people do not have the time, the background or the motivation to analyze data and turn it into insight. Campaign or brand managers are only interested in their slice of the customer and aren’t really the best choice to be the customer’s advocate.
My choice is to call upon the market researchers. Their skills lend themselves to be good listeners and good ones have the ability to synthesize and extract patterns, critical keys to gaining true understanding of behavior.
So to all of those fellow travelers in the market research space who are seeing their budgets being stripped, there traditional approaches being usurped by self-service tools online and are wondering where their next career move will take them. Start looking at yourselves as the customer advocate and make sure everything you are doing advances your understanding of customer behavior and that you are able to translate that for your businesses or your clients. That will be where you add the most value and this is the key to loyalty.
Tags: B2B marketing, Closed Loop Marketing, Customer Experience, digital agency, Digital Consumer, Forrester Research, IBM, integrated marketing, Marketing Automation, marketing technology, marketing2.0, Metrics, ROI, web2.0
I just read a very good report prepared by the IBM Institute for Business Value entitled, “Beyond Advertising, Choosing a strategic path to the digital consumer.” While the article itself doesn’t contain and new thinking, that I haven’t heard discussed across many of my peer networks and among the analyst community like Forrester Research, what does stand out is that IBM, a technology and business consulting company demonstrates it understands what most agencies and marketing services companies still fail to grasp. What it tells me is that instead of worrying about other agencies, especially the large traditional holding company ad agencies, my real competition is going to become more and more the big consulting firms who see the challenges of marketers for what they really are, business issues, that affect the very core of how a company operates and what will make it successful in the future.
The only solace I can have is the fact that while the big consulting firms can do a good job of identifying the problems, they are not equipped to actually produce integrated brands, marketing programs and technological infrastructure necessary to achieve the solutions they will recommend. That still leaves an open field to companies like Ascentium and Sapient and a handful of others. But we had better not slow down the innovation we bring to our clients, or Big Blue will be pushing us out the door.