Today’s WSJ examines one of the core foundations of word-of-mouth (WOM) marketing (article here: goo.gl/uz6iG) – identify and engage those people who exert the most influence on other consumers to carry your marketing message. The reporter paints an interesting – and at times, unflattering – picture of some existing influencer scoring models and how people [...]
I sent this WSJ article (link here:http://goo.gl/esPmA) around to my teammates Tuesday morning and wanted to share with you, our blog reader. As a user, I’m not sure that I’d welcome intrusive ads being pushed to my phone from a competing brand. However: how many of us access content about the car model, motorcycle, boat, home [...]
I’d suggest that we look at how Advanced Analytics, or AA, benefits and supports those organizations that use “it.” So, rather than define AA simply as optimization, predictive modeling, forecasting, and all the stat models and analyses we can perform, AA should be recognized as a pathway to drive differentiation and competitive advantage out of [...]
On Oct. 12, 2010, GAP US President Marka Hansen, admitted that GAP “did not do it the right way” and withdrew their new logo (listed on the left, with their old logo on the right) only 7 days after its launch. The cause of the high visibility reversal was caused by the over 2,000 complaints [...]
As a direct marketer, have you ever asked any of these questions: How big should my cell sizes be to test the effectiveness of these new communications pieces? We already did our test…what conclusions can we reach with the response results? I want to hold out a control cell and compare by stimulated group to [...]
“I know that Direct Mails get higher response rates than FSI’s in the newspapers but can I justify the higher costs of DM?” or “if we launch our new signature product, how do I know it will work and outperform our current product, especially at a steep 20% discount?” The former question is one that [...]
West Chicago, IL, August 25, 2009 – Aspen Marketing Services, one of the nation’s largest privately-held marketing services agencies, today announced the hiring of Nathaniel Lin as President of Advanced Analytics. In his new role, Lin will be responsible for strategy and execution of all analytics initiatives deployed to drive leading-edge CRM, direct marketing, digital [...]
With client marketing departments ravaged by layoffs and unfilled openings, what really makes the difference in creating a strong Account Services/Client bond? Here are three somewhat low-tech thoughts often forgotten in the non-stop world of marketing: 1) Open your ears and close your mouth. Bad response rates and tough economic times erode the most stable [...]
There’s been a great deal of press recently on new trends in marketing to Moms. As a highly influential demo, projected to spend $3 trillion dollars in the US alone by 2012, it’s no wonder Moms are making headlines. From DM News to Marketing Daily — for marketers, the message is clear that traditional channels [...]
High and low-end estimates of US automotive retail sales volume for 2009 are apart by a factor of 2+ million units. But none dispute the likelihood that ’09 will make the grim figures of ’08 look rosy in comparison. When coupled with the generally slow traffic seen in dealership service lanes in recent years it [...]