Maybe it's counterintuitive, but the better the data management, the better the emotional connection with the customer. A data dive into a customer's history, purchase habits and channel preferences is like a treasure-trove that can be utilized to enhance the connection with the customer. And the beauty of that enhancement is that you're building a foundation for future purchases and even brand advocacy. Building a data management system that is streamlined for sales conversion and customer engagement isn't a simple proposition. Here's a proven set of guidelines for managing data for maximum conversion:» 0 Comments
As I thought about the different ways this column could close out 2011 and ring in 2012, one topic stayed top of mind: Making Measurement Make Sense (3MS). In addition to 3MS, there are a few other central themes that will surface in 2012. Without further ado, here's a checklist of metrics solutions and issues to follow in 2012.» 1 Comments
Online shoppers are more distracted than ever. As the count of e-commerce and comparison shopping sites on the Internet expands daily, an e-retailer's job of attracting and retaining customers becomes even more difficult. This fierce competition online has left online retailers grappling with how to convince shoppers to buy at their site over competitors'. Fortunately, there are strategies online retailers can use to reach their most valuable customers - and it all starts with using a resource all retailers have, but few understand: their own customer data.» 2 Comments
A lot of the metrics conversation revolve around computational issues -- questions of what data we have and how we can use it best, or how we can create proxies for data that we're missing. Obviously, the computational discussions are critical. But often, the computational discussions ignore the fundamental problems we face in actually making the metrics feasible: the problems in technology and operations that stand between a smart media community and a truly efficient one. So in the interest of having that complete conversation, I wanted to spend this piece exploring the major operational challenges that media metrics face.» 1 Comments
The insights that are produced by your cross-channel attribution management solution, and the resulting optimization actions that you take, may at first glance appear to be very straightforward in terms the results they produce. But often, these insights reveal results that are totally surprising and unexpected.» 0 Comments
The ecosystem-wide initiative, Making Measurement Make Sense (3MS) is now moving from guiding principles and recommended solutions to testing, which is the first phase of implementation. This is the stage where we will learn what we don't know. Moreover, after acquiring information, we will be able to course-correct together.» 0 Comments
Mobile measurement continues to be a hot topic in digital media. We need three things to enable mobile measurement: 1) Develop a measurement framework; 2) centralized data collection; 3) provide an integrated reporting view.» 0 Comments
Pandora founder Tim Westergren recently made a pointed observation about digital radio. Pandora might own 4% of U.S. radio listenership, Westergren observes, but it doesn't yet command 4% of the $17 billion U.S. radio budget. Westergren argues that measurement is to blame: since Nielsen and Arbitron, the leading radio measurement services, look at terrestrial radio alone, digital media planners don't have the apples-to-apples comparisons they need to consider Pandora as part of radio budgets.» 0 Comments
Much has been written about the challenges facing mobile measurement. For example, the IAB's Mobile Marketing Center of Excellence (MMCoE) released an overview in early October. Somewhat less has been written about industry efforts to address those challenges, and so I would like to review briefly the IAB's game plan for improving one aspect of the nascent mobile measurement universe.» 0 Comments
When any marketing attribution management solution is developed, a decision must be made right upfront on which available data is going to feed the attribution process. Obviously the mathematical science that's employed to calculate the amount of credit to be attributed to every channel, campaign and tactic used by marketers can only utilize the data that's made available. So if certain data within an organization is excluded and deemed unimportant -- such as the "non-converter" data in the example above, before that data has been mathematically proven to be unimportant -- then that solution is inherently suspect.» 0 Comments
