Campaign Tracking
With all the effort put forth to execute the campaign, a key point of failure for campaign effectiveness lies with the tracking and analysis. Just getting the message out isn’t sufficient. How was that message received? What does the overall response to the message say for future campaigns?
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Business Intelligence (BI), Campaign Management - Offline (MSP), Campaign Management - Online (ESP), Campaign ROMI, Continuous Improvement, Creative, Demand Generation, Direct, Email, Experience Management (CEM), Marketing Automation, Media - Digital, Survey, eCommerce | Tagged: closed loop marketing, customer intelligence, Data Hygiene, data management, Demand Generation, intelligent marketing, sales related behavioral data | 
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Posted by gdschermer
To many marketing professionals, closing the loop in your campaign management and marketing initiatives seems like trying to find the holy grail – never quite achieved and a lot of frustration goes into trying. With so many interrelated components and single points of failure, there are plenty of places to look to start diagnosing why the closed loop model is failing for your initiatives. There are also plenty of opportunities to plan your future initiatives to avoid common problems. Over the course of the next several weeks, check this location for a series of articles discussing ways to fix and overcome common closed loop marketing issues. Among many of the topics to be covered will be:
1) Source data lead quality – how to ensure and improve data quality to maximize effectiveness
2) Campaign planning and strategy – what are the best methods to get the right messages to the right customers at the right times – and what are some better ways to avoid getting the wrong messages to your customers?
3) Campaign execution – what are better ways to improve your response rates?
4) Campaign tracking – often a major point of failure at worst – what are common issues and pitfalls that can be avoided? What methods can be implemented to improve response capture effectiveness
5) Campaign and marketing analysis – what does all the data really mean and how can it best be used to build business? Again, another point of significant failure – how best can the data be reported and analyzed to provide business intelligence?
Leave a Comment » | Buzz \ Network Measurement, Campaign ROMI, Data Management, Master Data Management (MDM) | Tagged: closed loop marketing | Permalink
Posted by gdschermer
Demand Generation Overview
Although demand generation platforms started to come into their own nearly two years ago, the space didn’t really start to take off until this past year. While some of this can certainly be tied to the economic downturn (a.k.a. burning pit of inferno) and the increased pressure to do more with less, it is also driven by the fact that the demand generation platforms have tapped into a latent pain in the marketing world – marketers are not technologists and overly complex tools have proven to be a barrier to engagement.
Download a .pdf version here: theMarketingMojo – Demand Generation Pyramid
6 Comments | Campaign Management - Online (ESP), Campaign ROMI, Demand Generation, Demand Generation | Permalink
Posted by tewksbum
Having trouble corralling and measuring all your social (blogging, face book, viral video, etc.) efforts? Then take a look at ShoutLet. They offer a consolidate platform that lets you administer and execute campaigns via the social channels. This is a great tool that can be extremely helpful in monetizing the payback of your social investments.
MarketingMojo Vendor to Watch!
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Community Platforms (E2.0), Marketing Automation, Mojo List, Word of Mouth (WOM) | Permalink
Posted by tewksbum
Rauxa is a small agency focused on CRM and direct campaigns. They can handle the strategy, creative, execution, and all the way through to the analytics.
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Demand Generation, Direct | Permalink
Posted by tewksbum
KnowledgeMarketing focus is on executing integrated, best practice digital campaigns. They cover the major digital campaign components like landing pages, email, SEM, and surveys. A nice story, but a relatively young firms without a sizable install base.
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Email, Media - Digital, Search | Permalink
Posted by tewksbum
Click Squared, the philosophical descendant of Xchange Apps (one of the early integrated platforms) certainly has the holistic vision of leveraging all the parts of the marketing platform to deliver relevant messages and content to customers at the time and place (channel) of their choosing.
To date Click Squared has specialized in the travel vertical where they have a lot of success stories implementing numerous types of campaigns.
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Datawarehousing, Email, Marketing Automation | Permalink
Posted by tewksbum
Q: Beyond earning the right to use PII, there’s the question of how close the tracking of their interactions across channels on non-company owned platform gets to “behavioral marketing”. How would you recommend approaching this not from a PIII use, but from the fact that online behaviors are being tracked from sites that are not owned by the asset owner?
A:
First, my disclaimer – I’m not even close to a lawyer, and clearly a ton of wrangling is sure to come in this space, but let me weigh in with an opinion.
As a starting point, I’d focus on a few points from the FTC’s opinion released in February 2009 (http://www.networkadvertising.org/FTC_FINAL_REPORT_ON_BT_NAI_BRIEFING.pdf) around:
In looking at how these guidelines were written up, the notion of 1st and 3rd party becomes pretty central. The problem, from my perspective, lies within. How these terms are currently defined I feel are in the process of being re-written by technology advancements and the evolution of social media as a distribution mechanism.
Take my recent webinar for example. Alterian has packaged that up in a couple of formats and already distributed to a couple of blogs, Alterian.com, and SlideShare. Now, if someone engages with that content solely on one of those sites I could see how some of the rationale around the existing 3rd/1st party argument could apply, but what if someone then downloads the presentation and emails it to a bunch of friends, or re-posts to a LinkedIn group? At some point the question of ‘party’ gets very blurred I think.
My perspective therefore, is even though it’s deployed via a point of distribution, we still retain authority to the content as a first party. In taking this stance however, I also do so with the understanding that there is increased responsibility for marketing to act as a good steward to the increased information we have at our disposal. If marketers can do this, to understand the value and move to building relationships as opposed to bombarding mindless messages, then this can be a win-win scenario for marketers.
Leave a Comment » | Campaign ROMI, Web | Tagged: PII | Permalink
Posted by tewksbum
SaaS marketing platform that can handle digital channel execution. Have a very strong heritage in email marketing. Overall a very competitive offering and a market leader.
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Email, Marketing Automation, Mojo List | Permalink
Posted by tewksbum
Systems integrator that specializes in SaaS implementations of SalesForce.com and Eloqua.
Leave a Comment » | Campaign Management - Online (ESP), Campaign ROMI, Demand Generation, Sales Force Automation (SFA), Software As A Service (SAAS), Systems Integrator | Permalink
Posted by tewksbum
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