& Multichannel Metrics
Bob Thompson, CRM guru and founder of CustomerThink, has been very kind to interview me on the subject of the Multichannel Marketing book. Among Bob’s seven short questions my favorite was: “Who should own multichannel marketing and why?” We know …
One of the many ways that we (know-it-all) consultants recommend measuring online to offline conversion rates (and vice versa) is to do so with the help of coupons. For example, site visitors can be offered a coupon while they are …
Rarely are the words Marketing and R&D uttered in the same sentence. Except in the sense of Marketing VERSUS research & development – i.e. should companies place their bets on one rather than the other? Yet, in truth, we …
Get the Vote Out – for the WAA Special Election, 2008 Board of Directors Read more »
I love it when metrics worlds overlap! All the time, different marketing disciplines are coming up with comparable metrics but calling them different names, unaware of each other. Did you catch MediaPost’s article that TNS Media has released a new …
The eMarketing + Commerce magazine interviewed me recently on the subject of multichannel marketing metrics. There is just a growing interest in this stuff! Time to look over the fence and get a more complete picture of marketing results. Web …
The voice of the web Analytics world, Manoj Jasra, was kind enough to pose a number of great questions to me this week. He published the interview on his blog (web Analytics world) this morning. Among the questions my favored …
Interview by Manoj Jasra, The web Analytics world Read more »
A Media Post newsletter alerts us to following controversial article in the Wall Street Journal about Chris Anderson’s book “The Long Tail”: Study Refutes Niche Theory Spawned by Web . There is something in there that is even more alert worthy …
A recent post highlighted the central idea behind the book Competing on Analytics: Namely, many companies employ analytics (business intelligence) merely in a tactical role, i.e. for improving ROI, while a few others use analytics so cleverly that they become …
A Quadrant Chart for Sophistication with Analytics vs. Multichannel Marketing Read more »
The previous post (part I) was dedicated to the lesson learned that analytics can be used tactically (e.g. for marketing process ROI improvements) or strategically (e.g. for competing on analytics a la Netflix vs. Blockbuster). In this post, let us …
McKinsey vs. Me on Multichannel Marketing (part II) Read more »
To my embarrassment, the first time I heard the old management adage “You can’t manage what you don’t measure”, I heard it from a competitor of mine at Unica in the web analytics space. Namely, I heard it from Webtrends’ …
Move beyond "Can't Manage What You Don't Measure" (part I) Read more »