Customer Experience Matrix

DECEMBER 5, 2011

To keep things in perspective: marketing costs are under 10% of revenue at most firms, meaning that direct marketing automation are under 0.5% c omparing marketing automation systems lets you focus on the system costs and changes in marketing operations costs, since those may vary considerably from one product to another.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Cost 120

Customer Experience Matrix

OCTOBER 15, 2010

I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

FEBRUARY 2, 2010

By contrast, most digital marketing contacts are initiated by the prospects themselves in response to an advertisement or social media message. Certainly digital marketers can select their advertising audiences, but this resembles traditional media buying more than an outbound direct marketing campaign.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 27, 2006

John Windsor Experience Curve Josh Hallet - Hyku Henry Jenkins AttentionMax Occam's Razor Juice Analytics LunaMetrics Rimm-Kaufman Group Sports Marketing 2.0 Business Enterprise Management Digital Solid Acxiom Direct Marketing Measurement Today Marketing Geek Customer Experience Matrix

Enterprise Management 120

Enterprise Management Branding Brand Identity Copywriting 120

Customer Experience Matrix

NOVEMBER 18, 2011

This may be changing, as marketers see simple and effective testing in other areas like Web landing pages and paid search. Speaking as someone who trained in traditional direct marketing, where testing is an absolute religion, I can only hope so. Let’s face it: most marketing automation today is still pretty darn manual.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JANUARY 5, 2007

(At the risk of confusing things, I’m going to refer to marketers with a direct customer relationship as “relationship marketers”. This seems the least painful alternative—“customer marketers” is too broad and “direct marketers” means something else.)

Branding 120

Branding Brand Identity Interactive Marketing Direct Marketing 120

Customer Experience Matrix

DECEMBER 30, 2014

Ok, this isn’t directly “marketing to things”, but the data is coming from “things” that have been instrumented. A really smart system would offer dissatisfied customers an apology or incentive to come back. The system could even flag those customers for special attention on their return visit. (Ok,

Planning 120

Planning Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

MAY 30, 2007

According to the study, the survey was conducted among “large and midsize companies across a range of industries,” which doesn’t tell us much about who they were but does suggest few were direct marketers.

Customer Surveys 120

Customer Surveys Planning Marketing Management Lead Ranking 120

Customer Experience Matrix

APRIL 24, 2008

WiseGuys from Desktop Marketing Solutions, Inc. It is basically a system to help direct marketers select names for catalog mailings and email. But while simple query engines rely on the marketer to know whom to pick, WiseGuys provides substantial help with that decision. DMSI) is a good example of the breed.

Enterprise Management 120

Enterprise Management Marketing Management Software Cross-Selling 120

Customer Experience Matrix

SEPTEMBER 3, 2009

On the other hand, the Direct Marketing Association shows spending at $339 billion total in 2008 including $75.9 Zenith Optimedia pretty much agrees: its October 2008 report shows U.S. spending at $179 billion for 2008, with a worldwide share of 37.5% for TV and 10.2% for the Internet. billion (22.4%) for TV and $39.4

Spending 120

Spending Media Mobile Advertising Forrester 120

Customer Experience Matrix

FEBRUARY 23, 2011

MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 19, 2006

That was the traditional approach taken by direct marketers: put a code on the order coupon and measure results by counting the returns. In the past, direct marketers did this in a very controlled fashion by creating test panels that received different streams of messages.

Multivariate analysis 120

Multivariate analysis Ad Frequency Correlation Database Marketing 120

Customer Experience Matrix

SEPTEMBER 3, 2012

It’s an old saw among direct marketers that the list determines most of your response rate and the offer controls for most of the rest. (Note that I’m talking here about email programs to nurture known contacts, not acquisition programs to attract new names. That takes another massive content collection.) - content isn’t everything.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120

Customer Experience Matrix

OCTOBER 9, 2006

Anyone trained in direct marketing will immediately recognize those as Recency and Frequency: two thirds of the classic RFM measure. Having a stream of numbers lets us use those numbers to calculate cumulative statistics. The obvious ones are total purchases to date and time since last purchase.

Ad Building 120

Ad Building Segmentation Statistics Purchase 120

Customer Experience Matrix

JANUARY 4, 2007

Now they had to find a way to measure the impact of those mass media, both so they could continue to justify buying it (because, deep down, they knew it was providing some value) and so they could include it when they analyze return on all marketing investments. Both of these factors lead in the same direction.

Allocation 120

Allocation Lead Ranking Marketing Management Marketing Mix 120