Stay informed by reading current blog entries from our Quaero experts. Learn more about industry trends, gain insight into recent client successes, get up to date on company happenings and get to know us — and our opinions — even better.
Showing Blogs: 326–350 of 452
Posted on: 9/18/09
In the past few years, we've seen marketing technologies market grow and shift to comprise these four major application areas:
Web content management
Online Analytics/Digital Marketing
Enterprise Marketing Management
Customer Relationship Management
The recent acquisition of Omniture by Adobe looks to be the first step toward industry consolidation of Web content management and online analytics.
Posted on: 9/17/09
Last month, the National Hockey League announced that four teams will be participating in an "overlay" advertising experiment during the 2009-2010 regular season. The expansion to four teams comes after a trial run last year by the MSG network on a series of New York Rangers games. The trial conducted by MSG Network was deemed successful in terms of generating additional advertising revenue both for the network as well as the team. Given the economic challenges facing the NHL (and other sports leagues in general) it is not surprising to see the experiment expanded to four teams this season.
Posted on: 9/15/09
Is it worth the effort?
Do you think that building re-usability into your eMessage deployment is worth the additional effort? While working at a client site, we debated this same question. The question is whether or not one should implement re-usable eMessage document components in Unica's V75 eMessage application.
Unica's eMessage application enables the design of unique personalized email messages for each recipient in a campaign. The design of eMessage email messages may be done quite rapidly as the application allows for the direct pasting of HTML-rendered creative content into the application. Unica's eMessage application also supports the use of previously created eMessage components in a document. Thus, the concept of re-usability applies to Unica's eMessage application.
Posted on: 9/14/09
In my last post, I wrote about Collocation and Fully Managed IT infrastructure delivery options, and what each means in general terms. In short, these two delivery options give companies varying amounts of control and responsibility over their IT infrastructure.
In this post, I'm going to focus on Cloud Computing. I'm sure you've heard the term Cloud Computing, but do you know if it's right for your organization? Here at CSG's Quaero, we've seen an increase in non-techno-centric companies wanting to focus less on the details of their technical infrastructure and more on the output of it. For these clients, Cloud Computing can be an attractive delivery model.
Posted on: 9/10/09
Forrester recently released the five year forecast for the interactive marketing spend. The interesting trends from the report reflect the changing investment in interactive marketing.
Posted on: 9/8/09
Financial services firms are shifting to a more sales-centric mode. With this shift, companies should invest in tools to help them understand how Website visitors engage with and use content. Web analytics tools can be used to measure site effectiveness, determine site priorities, and develop the optimum sales purchase path. Unlike e-tailers, where conversion equates to a purchase, financial services firms traditionally struggle to co-relate web activity; true success events or "conversion" are often less clearly defined.
Posted on: 9/4/09
As the media environment continues to face the perfect storm of decreasing ad revenue, business model scalability, and increased competitive pressures, it's as important now as ever to focus on ways to increase value for core customers and audience. For a media property, this can take place in a few ways as the digital landscape becomes stabilized and usage normalizes across channels. A recent Forrester study, highlighted in an article on CNET, indicates that the usage of the Internet is stabilizing as people engage more deeply with their digital consumption. This should translate into a more stable media ecosystem and relative value associations for both advertisers and content providers.
Posted on: 9/4/09
Recently, during a company presentation at CSG's Quaero, a senior director talked briefly about down selling. We often hear about cross-selling and up-selling but very seldom do organizations talk about down selling. So, what is it and why is it relevant to marketing professionals?
There are two ways to think about it. Downselling could mean that you:
Posted on: 9/1/09
In part I of this two-part series, we discussed the two major types of upgrades - service releases and feature enhancements and identified key areas of consideration when making the decision to upgrade.
In this post, we'll assume that you've made the decision to upgrade and will talk through a few additional considerations that can help determine the "when" and the "how" of upgrades. I'll also share a few best practices that might help you get started.
Posted on: 8/28/09
In a tough economy, companies are increasingly looking to marketing - either as a defensive play, to protect market and customer share - or as an offensive asset to win business from their competitors. Either way, this puts more pressure on marketing to deliver compelling offers with maximum efficiency. The good news is that this economy has been a catalyst for ever more innovative ways to go to market. The bad news, for marketers at least, is that this dramatically increases the number and complexity of the choices they face.
Posted on: 8/26/09
As the head of CSG Quaero's Marketing Automation practice, I receive a lot of questions about the various solutions available in the market today; but the most oft-asked question is, should we upgrade our current marketing automation software to the newest version?
I usually answer that question with a question: Are there new features that you are interested in or have been waiting for? Naturally, most users have an upgrade wish list, but what they are really asking are these two basic questions: Will the new features help me do my job better and are there any risks associated with upgrading?
Posted on: 8/24/09
In my first post on the subject, I talked about how challenging it is for companies to link marketing activity to financial impact and identified the need for a customer-centric measurement system. Now, let's see it in action.
We work with a financial services client that has three different lines of business-organized around product and channel-all talking to the same valuable customer with no knowledge of the other's activity. The result is more than 50 contacts to any one customer in a given year. That's close to one contact a week. But it isn't just the sheer volume of contacts creating saturation and decreased performance; it is also the lack of a coordinated effort to understand who the customers are and where they are in the buy cycle for a given product, relative to their lifetime value.
Posted on: 8/19/09
Have you ever been inside a large data center? Spinning hard drives, blinking LEDs and network cables can be quite impressive when you're surrounded by thousands of them, but that image quickly fades for most non-IT staff when they leave the raised floor. In reality, aside from an occasional techno-buzz we might get from a new gadget or application, the value of computing for most business people tends to be in the information, not in the data center. That said, evaluating infrastructure delivery options for your mission critical applications is an important process; let's spend a few minutes thinking about the options.
Posted on: 8/17/09
When sales are down, people ask questions. The answers are generally a litany of conjecture about what's behind the fatigue in the list, leads, close rates or market conditions. Despite the flying conspiracy theories, no one in the organization knows exactly what's causing the decline, and fingers are pointing.
Posted on: 8/14/09
Did you hear about the JetBlue $599 All-You-Can-Jet promotion? Of course you did; how could you not? The announcement and subsequent promotion details were Tweeted, Facebooked and pushed over the wire to all general media outlets. And, just this morning, JetBlue sent me an email reminder just in case the All-You-Can-Jet promo wasn't already top-of-mind.
But it was social media that really elevated the awareness of the promotion. With 31 million search results and ~10 million blog posts in just seven hours, the viral campaign hit the top of the Twitter trending charts and was all the buzz when it launched on Aug 12. Not that the approach should have surprised anyone; JetBlue is not a social media neophyte. They've been active since 2006 when they began their "Flight Log" blog by founder, David Neeleman and have since expanded their reach to include all major social sites, among them YouTube, Twitter and Facebook.
Posted on: 8/13/09
Dell announced this week that they've made $3M on Twitter. They were smart enough to harness this one-to-many communication network at virtually no cost to deliver significant revenue to their outlet stores. They're capitalizing on a surprising statabout tweeters - the top 10% of Twitter users account for 90% of tweets. On a typical online social network, the top 10% account for about 30% of all production. This implies that Twitter resembles more of a one-way, one-to-many publishing service than a two-way, peer-to-peer communication network. Advertisers get that. Anderson Cooper gets it. Does Twitter?
Posted on: 8/12/09
I was surfing the web the other day looking for some deals and entered into a sweepstakes, just for kicks. In the process, I inadvertently signed up for some educational deals and also provided them with my number (read the fine print, boy) . Within ten minutes (if that) of clicking the submit button, I received a call from a call center asking if I wanted any brochures or advice regarding higher education. I was amazed at the quick turnaround time from entering the information on the website, updating the database to triggering an event at the call center.
Posted on: 8/10/09
Process is often a forgotten component of marketing. When it comes to marketing a lot of effort and time is spent on key issues of deliverability, targeting and relevance, but a key ingredient to success of marketing program is process. In most cases the lack of process is highlighted when a mistake occurs and in this era of digital marketing it is usually visible to all of your customers and prospects.
Posted on: 8/6/09
Here at Quaero, we've been slowly increasing our use of Web 2.0 tactics (e.g., blogs, social networking, social media) in an effort to improve our level of engagement with both current and prospective clients. I hoped that you could benefit from reading about a few key lessons we've learned along the way:
Posted on: 8/5/09
Customer Data Management. Customer Intelligence Management. Data Intelligence Management. The notion of using customer data to drive investment decisions has propagated many organizational names and acronyms over the last few years. Customer Intelligence Officers were crowned, integrated task forces were formed, and dedicated publications multiplied. Why? Because data = $.
Posted on: 8/3/09
I'm being asked more and more from clients in the healthcare and pharmaceutical space about text messaging (SMS) and how it can be used to increase customer retention and loyalty. Some in healthcare might think this is new idea, but many in this space have been using SMS as a communication channel for several years - not only to help drive retention and loyalty, but more importantly, patient adherence and compliance.
A medical device company I'm currently working with is interested in integrating SMS into their marketing database solution to provide customers another means to receive information. In addition, this channel is being teed up to provide something back to the customer - reminder messages.
Posted on: 7/31/09
In another post 'Netflix: What were they thinking?' I summarized how Netflix used online data, a prize and the analytic community to increase revenue.
In this blog I would like to focus on the biggest barrier in turning online behaviors into actionable and optimized customer interactions throughout all channels. Let's start by breaking down the components of online analytics:
Posted on: 7/27/09
For this post, I really wanted to bring up a topic that may be obvious to some, but a distant thought for others: consistent, unified messaging across all channels.
In today's market, it seems like there’s a new interactive channel or medium popping up every year from advanced web targeting to SMS to social media. However, many companies are not embracing the new touchpoints and in turn fail to deliver a consistent message to each and every channel that they utilize.
Posted on: 7/22/09
"Data hygiene - the art of keeping a direct mail database clean and up-to-date - could prove to be the most irritating buzzword of 2001. But, it could be key to the success of direct mail printers."
-"Data hygiene to be your 2001 buzzword," Printing World, January 8, 2001
So, what is data hygiene? The term "data hygiene" simply refers to a set of procedures for keeping a name-and-address database in good shape. This usually involves:
- Ensuring the database doesn't contain duplicate records (thus, the terms "dedupe" and "merge-purge").
- Maintaining the addresses in the U.S. Postal Service's standard format to ensure "deliverability" (by "scrubbing" and "parsing," which are other industry terms).
Posted on: 7/20/09
In my previous blog, I had written about how digital marketing spend will increase in 2009 and beyond. So how does this affect marketing organizations? This blog is part one of a two-part series on the divide between Digital and direct marketing and what are tactics to bridge the gap.