February, 2007

Trending Sources

B2B Lead Generation Blog: On giving away ideas

B2B Lead Generation Blog

I had coffee with a potential partner and our conversation ebbed to a discussion about marketing philosophy and lead generation. He said something like, "I think companies [like yours] give away many of their trade secrets on their

Marketing Edge

Marketing Edge

In today's Marketing Edge, I comment on JetBlue's “customer bill of rights” and how it used public relations strategies to address its situation. JetBlue's “customer bill of rights” sounds like it was written by lawyers for lawyers and

Streb Defies Gravity at ICA Boston

Smashmouth Marketing

My sister Anne treated Linda and I last night to a show at the new Institute of Contemporary Art museum in Boston. Lot's to point out in one post. The facility is a design masterpiece with the use of space and location all in a dramatic structure that seems to grow from the edge of the Boston Harbor. When you first walk into the lobby, you are presented with a stunning peice on the lobby wall.

Feed Icons Library Part II for Blogs

Anything Goes Marketing

I wanted to do a follow up post from my original Feed Icon Library post as there are so many new icons out there that you can add to your blog! Be Original with Your Blog Why use a different feed subscribe icon? Why not just use the regular orange feed icon that you typically see? While it's easy to keep the standard icon (as it's recommended), why should you? Chad H.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Anther Unforgivably Long Post on Lifetime Value

Customer Experience Matrix

A few weeks ago I wrote a long series of posts about the uses of Lifetime Value. made several references to a “Lifetime Value system” that would support many of these applications. I’ve now taken the logical next step and built a sample system, just to see how well what I described hung together in practice. And it’s lots of fun to play with, in a geeky sort of way. I’ll go through the contents shortly. But first you need a bit of context. In the test system, I started with 3.3 million transactions relating to 1.1 million customers. Dates ranged from 2002 through mid-2006. Overview tab).

Blogger: Redirecting

Buzz Marketing for Technology

IBM just unveiled a suite of software products called Lotus Connections that includes tools for posting personal profiles, Web logs (or blogs) and lists of Web bookmarks for creating online communities. The suite also has bookmarks for

Executive-Level Web Analytics, Part 2

WebMarketCentral

ThinkMetrics CEO Brandt Dainow recently wrote a piece for iMedia Connection on the Worst Website Measurement Mistakes. Dainow advises web marketers to ignore total site traffic and focus on conversions. While the article is useful overall and Dainow's arguments are valid, I have one slight disagreement with him and one observation to add.

Marketing Edge

Marketing Edge

in another preview of the newcomm forum, i chat with two companies that are reaching buyers by pushing the envelope in using social media and multimedia to win friends and influence buyers. i'll highlight how, sigler music

Chris Botti and Billy Kilson

Smashmouth Marketing

Saw Chris Botti the other night with Linda. Her thoughtful birthday gift for me. The show was fantastic. Chris is energetic, and a showman. The first show highlight for me was A Thousand Kisses Deep based upon the song from one of my all time favorite song writers/poets, Leonard Cohen. Botti's rendition , Cohen's )The next, without a doubt, was his drummer's solo. Billy Kilson is amazing.

Email Tip - How to Improve Open Rates

Anything Goes Marketing

If you send out email regularly, getting a few extra opens is always a good thing. I had read a good case study a while back at Marketing Sherpa that mentioned that you may want to try writing emails that contain some good information at the top of the email as this will seen in the AutoPreview in Outlook. Marketing Sherpa left out a few key items: a. How the hell do I add something at the top of the email that will display in the AutoPreview but not in the actual message. b. AutoPreview is not the only place that this text is displayed. don't need any more junk stinking up my inbox. Chad H.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Are Multi-Variate Testing Systems Under-Priced?

Customer Experience Matrix

I’ve had a series of conversations over the past few days regarding the distinction I made last November between “behavioral targeting” systems and “multivariate testing” systems. Both types of products tailor Web contents to individual visitors. Both work similarly: place code snippets in slots on the Web page where the personalized content will appear; when the page is loaded, send visitor information to a hosted server; run server-side rules to select the content; then return the selection to the Web page for display. The difference is in how they select the contents.

How to Use Title Tags to Your Advantage

My Travels on the Net

Many of us have heard that meta tags are important when optimizing your website for the search engines but most of us don't really understand what they are, how they help and what we can do to use them to our advantage. One of the most important meta tags is the title tag. If you go to Google and do a search on "eMarketing Strategist", the following is the first result returned.

Executive-Level Web Analytics

WebMarketCentral

Website analytics tools ranging from the elegant but pricey Websense to the cumbersome but free Google Analytics provide an exhaustive array of analytical statistics: how many visitors are finding your site, where they are finding it, how they are searching for it, what they do when they get there, how much time they spend, and on and on. Fourth, sources of website traffic and associated trends.

Marketing Edge

Marketing Edge

in another preview of the newcomm forum, i chat with john bell, managing director ogilvy pr and executive creative director of the firm's 360 digital influence team, about building a social media strategy. john talks about: introducing

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Skinny Meez

Smashmouth Marketing

Ok, so a week ago my sister Anne and Linda and I went to Boston's new ICA Museum to see Streb vs. Gravity (Great night out, btw). mention this idea for an interactive art piece I want to do that would be perfect for the venue. It's flash based and includes animated characters. So today my sister then sent me this link to Meez. It was a bit addictive to sit there for 45 minutes and build my own personal Meez. 45 minutes of my day I won't get back, mind you. But along with a cup of coffee, it was a fun way to start the day.

A/B Testing E-Marketing Tips

Anything Goes Marketing

Does the word "test" still make you tense up and think of your high school math teacher with the bad comb over? When it comes to e-marketing, testing takes on a whole new meaning. If you read Anne Holland's weekly email newsletter, you will typically hear her preaching to e-marketers to TEST, TEST, TEST. at least a few hundred times. OK, that's a bit of an exaggeration but if you read her stuff, you know what I mean. You want to make sure that your message will resonate with those that see it and that it has been fully optimized. This is a no-no. What type of industry are they in? nightmares?

Why Customer Experience Management Depends on Metadata

Customer Experience Matrix

I’ve written a great deal recently about the importance of Lifetime Value as a measure to guide customer experience management. Let’s assume I’ve made my case, or at least no one has any interest in arguing about it. The next question would be, what blocks companies from making Lifetime Value calculations? In one sense, the answer is nothing. You can generate a crude LTV figure with nothing more than annual profit per customer and attrition rate. But that type of calculation isn’t precise enough to measure the effect of changing a particular customer treatment. None of these tasks is trivial.

You'll Enjoy Opening This Pandora's Box

My Travels on the Net

I'm embarrassed to admit it but sometimes I can be a real Luddite. A few months ago a client started a weekly podcast I needed to listen to in order to help her market it. Listening to her podcast was no simple matter. I had to crank up the volume, lean in to the speakers and focus all my energy on deciphering the whisper in the distance. When I thought about it, I realized that I'd purchased my computer speakers in 1999. In computer years, that's so old you'd need carbon dating to figure out their true age. So last weekend I finally splurged and got new speakers. Check it out

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

Web Conferencing Services Reviewed, Part 2

WebMarketCentral

Marketing Sherpa recently published an excellent and thorough review of webinar / web conferencing vendors. After February 18th, 2007, it'll cost you a few bucks, but it's worth it.) Webinars can be a powerful B2B lead generation tool, but vendors come with a wide variety of price points and feature sets. Check out several before selecting the best one to meet your unique needs.

Smart Marketing: Vertical marketing benefits

Smart Marketing

Right-Click then Copy Link Location to copy Smart Marketing's XML feed. Paste into your feed reader of choice. Subscribe in NewsGator Online · « Some book reviews from Eric Dondero | Main | What are the most common marketing mistakes?

Happy Valentine's Day

Smashmouth Marketing

So call me corny, but I stumbled on something like this a year or so ago. company that did DNA prints and Fingerprint prints as personalized artwork. decided to go one better and do the work myself. Me and Linda. Unique but one.

Worried About Email Deliverability and Being Blacklisted?

Anything Goes Marketing

Stefan Pollard over at EmailLabs continues to write great articles on email marketing. In his recent article over at ClickZ called Get Over Being Blocked , he outlines how you can check if your IP address that your emails are being sent from has been blacklisted and how you can get yourself "clean". Your email provider will let you know what your IP address is if you don't know it or check out these IP look-up services: SURBL and DNSstuff. Not sure if you have been blacklisted? You can check out the following: Blacklist Monitor , Return Path's Sender Score , and Habeas' RepCheck. Chad H.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Assessing an Array of Analytics Application Acquisitions

Customer Experience Matrix

To an industry analyst, one event is interesting, two are a coincidence, and three makes a trend. Last week has (at least) three acquisitions of analytics vendors: TouchClarity by Omniture , Decisioneering by Hyperion , and Pilot Software by SAP. So what trend are we witnessing? Actually, the answer is quite obvious: companies are trying to add more intelligence to their products. This particular trend has been under way for a long time. This wasn’t always the case. Until recently, most managers who were not themselves statisticians have been leery of such tools. This is unusual.

The Many Uses of LinkedIn

My Travels on the Net

I've been trying to figure out how to utilize profesisonal networking sites such as LinkedIn and Soflow for a couple of years now. Professional networking websites pre-date MySpace but are only now being looked at as a serious source of clients and partners.

New Report on Webcasting Trends

WebMarketCentral

ON24 , a producer of webcasting and rich media marketing campaigns for B2B companies, recently released its annual ON24 Insider on Publishing: Key Webcasting Findings for the Publishing Industry report for 2006. The report details trends in the use of webcasting and podcasting (audio webcasting) by B2B marketers, participation, interactivity and other metrics.

Smart Marketing: Some book reviews from Eric Dondero

Smart Marketing

eric dondero is a successful blogger who recently reviewed my two books the marketing toolkit for growing businesses and stand out from the crowd. his review is called "two good books for online marketing" and he goes into how the books

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

JetBlue's Problems from a Customer Experience Management Perspective

Customer Experience Matrix

It feels kicking them while they’re down, but the JetBlue story continues to fascinate me. Like other well-regarded brands facing a crisis, they’ve responded forcefully. This in itself is good, since it means they are controlling the story rather than leaving the media to dig around for more horror tales. And JetBlue’s specific response—to promulgate a “ Customer Bill of Rights ”—is very much in line with their core brand position as customer champions. If they pull this off, their problems last week may actually end up reinforcing rather than diffusing that image. will the amount be correct?

What's Really Holding Back Customer Experience Management?

Customer Experience Matrix

Epsilon’s Ron Shevlin is worried about the future of Customer Experience Managment. In a post today, he concludes, “If proponents don’t come together to reconcile the conflicts in their frameworks and provide credible high-profile case studies that capture the attention of senior execs — before the end of 2008 — then CEM won’t be a term we’ll hear a lot about come 2010.” I actually think there are plenty of successful cases for Customer Experience Management: Amazon.com, Disney, Dell, Federal Express, Starbucks, JetBlue (until last week), and Apple iPod spring to mind.

Where Is JetBlue's Brand Value of Yesterday?

Customer Experience Matrix

JetBlue Airways’ highly publicized problems in recovering from last week’s snow storm raise a fundamental issue about the value of brands. JetBlue had built a strong image for being customer-friendly in an industry that is notoriously customer-hostile. Perhaps it will recover this image and perhaps its recovery will be helped by that reservoir of good will known as brand equity. But perhaps it won’t recover: if enough attention is focused on the recent problems, this will eventually become the dominant impression of JetBlue. The psychology of this is interesting.

I'm a CEO - I Don't Have Time to Blog! Think Again

Anything Goes Marketing

If you're waiting for another kick in the ass to get out there and start a corporate blog, check out the CEO of Marriott, Bill Marriott's blog. love it! Check out his latest on Marriott's decision to ban smoking at all Marriott hotels - this guy sounds like a Texas gun slinger who cracks a mean whip and runs a tight ship. He basically says "If you don't like it, stay somewhere else". Only a blog can you get this personal with your audience. Why this Corporate Blog works: Authenticity To show you how sincere Bill Marriott is trying to be, he even records each blog post as podcasts!

B2C 2

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Good Year Gets Bad Press

Anything Goes Marketing

I reviewed a business blog in my last post so I thought I would check out and see how Easton was doing in his project to see which of the Fortune 500 were blogging. For fun I checked out Goodyear Tire & Rubber to see what they were up to on the blogging front and have contributed the following to this project. Cutting Through the PR Crap - Blogs Can Help While Goodyear may be saying that it set a sales record in Q4 2006 , it's obvious that a 3 month strike that ended on December 28, 2006 really hurt the company in Q4 2006 and continues to do damage in the first quarter of 2007. Most likely!

PR 2

Web Analytics In One Hour? I Don't Think So.

Customer Experience Matrix

I’m still reflecting on speed-trap's promise to provide “all the data you need” in “under an hour”. It’s not so much that I’m skeptical about the time required—maybe it’s really possible in a simple situation, and people don’t take such claims too seriously anyway. Nor does it bother me that speed-trap turns out to rely on cookies for visitor identification: although that's definitely an imperfect solution, it's still the best one available. What really concerns me is the notion that speed-trap can create a meaningful analytical data set without human involvement.

Speed-trap and SAS Promise More Accurate Web Analytics

Customer Experience Matrix

Here’s an intriguing claim: a February 2 press release from SAS UK touts “SAS for Customer Experience Analytics” as linking “online and off-line customer data with world class business intelligence technology to deliver new levels of actionable insight for multi-channel organisations.” But the release and related brochure make clear that heart of the offering is Web analytics technology from a British firm named speed-trap. Speed-trap employs what it says is a uniquely accurate technology to capture detailed customer behavior on a Web site. Back to the SAS UK press release.

Cellphone Ads Miss the Point

Customer Experience Matrix

I know I promised to stop writing about mobile phones, but the headline “The Ad-Free Cellphone May Soon Be Extinct” in today’s The New York Times (February 14, 2007, Business Day , page c5) is irresistible. It seems that 60,000 people have assembled in Barcelona, Spain for the industry’s main annual conference and nearly all of them are salivating over the ad revenue they might earn. The article grasped several key attributes that make mobile phones special—detailed information about users, location awareness, built-in payment mechanism, and always being turned on. Will yours be one of them?

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Uses of Lifetime Value - Part 6: Final Thoughts

Customer Experience Matrix

These past five posts have been a jolly romp through the delights of lifetime value. think the main applications have been laid out clearly enough that I need not review them here in any detail. For the record, they are: LTV itself, LTV components, comparisons of components, forecasts based on components, and, somewhat tangentially, simulation models.) But there have been several underlying themes that might benefit from explicit elucidation (plus I just like the word ‘elucidation’). The Lifetime Value measure that counts is really aggregate Lifetime Value. Nothing radical about that.

39.97 μs: 357.0 ns, 11.87 μs, 124.0 ns 116.4 ms: 173.9 μs, 2.472 ms, 112.8 ms