Blog: marketing reporting
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Turning audience data into revenue: Part I
5/6/11Continue ReadingA few weeks ago Forrester released a case study on our efforts with client ESPN to maximize their audience data to drive marketing revenue. That prompted a post outlining what we believe to be the four fundamental drivers of value in the media industry, categorically (1) data volume, quality and value (2) targeted ad packages that are easy to sell (3) value models that prioritize your CRM efforts, and of course (4) the right supporting infrastructure.
The most critical advice we can give is, do not be overwhelmed by the amount or distributed nature of your data. You have to build on what's in place first, and in some instances you can have an actionable segmentation within 12-16 weeks. The consolidation and analysis of existing data alone can produce immediate insight while you lay the foundation for more scalable programs and packages. For instance, if you have minimal self-reported audience data to work with, there is still valuable information about behavior, affinity, and level of engagement in your anonymous data that can be used to deliver distinct segments of value. But how?
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Control Yourself! Experimental Design for Marketing
8/20/10Continue ReadingFirst let me apologize for the sensational title of this posting. I am fully aware that this title does nothing to move us as a culture away from the hyper-emotionalism that has driven marketing for quite some time now. Then again, since marketing does strive to captivate the heart as well as the mind, I feel somewhat justified. I'll get right to the point. There are two reasons why this blog is worth your time:
1) You are a CFO with a company meeting rapidly approaching and you are wondering if all the dollars you are throwing at the Marketing department are yielding any fruit, or...
2) You are on the other side of the equation and you are a Marketing Director having to bear the burden of obtaining the elusive ROI measurement for the CFO.
