The Top 12 Marketing Technology Articles Curated Today, Thursday, 5/9/13 from The Marketing Automation Alert | marketing tips | Scoop.it

Over the past two weeks, we’ve seen a significant number of “CMO” oriented articles/posts, and you can read CMO as a metaphor for the whole marketing department. Today is no different: a variety of posts continue to focus on the transition to digital domain for the marketing function. More than a few practical, hands-on posts as well: from SEO tools used by a leading SEO expert to metrics to testing/optimization.

 

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

_____________________________________________________________

Featured Marketing Automation Article

 

Customer Experience Matrix: HubSpot Releases Social Inbox and Reveals So Much More

 

http://sco.lt/7kROrZ

From customerexperiencematrix.blogspot.com - Today, 9:33 AM

 

Key excerpt #1...

 

The most concrete news, Social Inbox, extends existing HubSpot features by more fully integrating social media monitoring and response with the HubSpot interface. The Social Inbox presents a list of Twiter posts by user-specified individuals or containing specified key words. Users can drill into each post to see a complete profile of the poster. The big deal in HubSpot’s eyes is the profiles include all information the HubSpot database about each person, and are even color-coded with the sales lead stage. The data includes Web and email behavior captured directly in HubSpot, data imported from Salesforce.com, and whatever else the system has available. Users can respond directly, forward a post to someone else, or add the poster to a HubSpot campaign. The system can automatically alert users to new Tweets as they happen or on a regular schedule.

 

Key excerpt #2...

 

Admittedly, I’ve been arguing this for a long time: the need for integrated customer treatments will eventually lead marketing automation, CRM, and Web content management to become a single system, or at least to share a common customer database. HubSpot’s current vision of highly personalized data-driven marketing is consistent with this. The current vision is also quite different from the original HubSpot vision of attracting traffic through huge volumes of great (but not personalized) content. But the new vision is a logical extension of the original: once you’ve attracted people and start to learn their preferences, the more you’re able to make targeted content recommendations. And, the more content you have available, the more you need those recommendations to point people at the right materials.

 

iNeoMarketing's insight:

Theoretically, we agree that a common DB is inevitable. However, the working org is what keeps both parties happy: Sales has their preferences, and Marketing has theirs. We like the demarc.

 

_____________________________________________________________

In a Big Data World, Don't Forget Experimentation - HBR

 

http://sco.lt/51Twjh

From blogs.hbr.org - Today, 9:16 AM

 

This "old school" practice still has relevance today.

 

Excerpt...

 

Some may view experimentation as "old school," not up to the rigors of the unfolding data revolution. Quite the opposite — its fabled past is the best reason to employ it today! Experimentation has a rich and storied history in product development and market research. It has contributed to hundreds of thousands of improved products in nearly all sectors, from agriculture, to electronics, to medicine, and so on. And not just design — industrial experimentation has contributed to improvements in the technologies and processes needed to grow corn, assemble cars, find oil, and so forth. Industrial experimentation has a rich history in the service sector as well. Many Information Age companies, such as Google, already get this message.

 

It is critical that companies understand why experimentation works, so they will know where to apply it. In short, when used properly, experimentation brings the power of the scientific method to the problems companies face today. This means the attendant focus, sharp definition of the question, careful design, data you can trust, and in-depth analyses — just what is called for in many situations.

 

iNeoMarketing's insight:

Wait a minute: how long has Scott Brinker been saying this?!?!?!?

 

_____________________________________________________________

SEO for Beginners: Improving Site Speed - Portent

 

http://sco.lt/5rGupN

From www.portent.com - Today, 9:02 AM

 

We write about a lot of fancy stuff on the Portent blog, such as server log analysis, advanced keyword research, and Tom Cruise. I want to address something that doesn’t have to be fancy: site speed.

 

Summarized:

Image Optimization

Plan and simple: the smaller the file, the less time it will take for the browser to download and present it to the user. Images can be huge, so optimizing them is an easy place to start.

Minification

Minifying a resource—be it a CSS, JavaScript, or HTML file—is simply the process of removing spaces, comments, tabs, and other unnecessary code in the file.

Compression

Compressing files also makes them smaller. Now that your site’s CSS, JS, and HTML are free of unnecessary code, compression is like putting them into a .zip folder. Most popular web servers have the ability to send the browser a compressed version of a file so it saves time loading the page.

Caching

Browsers are lazy and they don’t like to re-download files to render a site that it’s already seen before. So, it caches a lot of these files—images, CSS files, scripts—on the user’s hard drive in order to speed up the process of showing you a web page. Since files like your logo don’t change very often, you can instruct the browser to load the cached version so it doesn’t have to download the same image again from the server. We’ll do this by setting the expiration date for static resources up to a year in advance.

 

iNeoMarketing's insight:

Smart techniques for the SEO newbie. The value of the article is the "how to implement" for each recommended tactic.

 

_____________________________________________________________

CMOs Must Fully Embrace New Technology, or Fail, And They Know It - AdAge

 

http://sco.lt/89ZAvJ

From adage.com - Today, 9:13 AM

 

Condensed...

 

A new study by Accenture Interactive, "Turbulence for the CMO," reveals that 70 percent of the CMOs of some of the world's largest enterprises think they have five years to fundamentally overhaul their companies' corporate marketing operating model to achieve competitive success. Based on the survey's key findings, there are four broad steps that marketers need to take if they hope to meet customer demands and grow market share:

Fundamentally Change the Marketing Experience. CMOs must drive a shift in organizational culture that makes consumer relevance at scale a key operating principle, shared by every department beyond marketing that affects the consumer experience -- R&D, sales, manufacturing, supply-chain management and services.Embrace a Digital Orientation. As digital technology plays an increasingly vital role in transforming the customer experience and enhancing corporate success, CMOs must lead the organization in embracing a digital orientation.Invest in Analytics and Talent. While CMOs do plan to invest more in their analytics capabilities, a major focus of that investment must also be on hiring, retraining and redeploying people to improve efficiency, agility and responsiveness of the organization. Marketing talent must be able to create consistent, multichannel experiences that meet customers' needs, expectations and demands for relevance.Pick a Partner. Agencies must help CMOs make sense of complexity in the marketplace by improving their levels of execution and delivery and providing a broader set of capabilities and deeper integration across the agency ecosystem.

 

iNeoMarketing's insight:

CMOs seriously have no other choice. You just cannot succumb to OMS*.

*Ostrich Management Syndrome

 

_____________________________________________________________

The New Kingmakers are a rising force in marketing too - Chief Marketing Technologist

 

http://sco.lt/6esJo9

From chiefmartec.com - Today, 8:06 AM

 

As the cover image on Stephen’s book suggests: software developers, who used to be pawns in the great game of business, are now the new kingmakers.

 

For marketers, it’s incredibly important to recognize this dynamic because:

The products we’re marketing are increasingly built under this new power structure.The marketing technology applications we’re adopting are products of this dynamic.Understanding this helps us grok the revolution underway in the IT department.We’re trying to hire, harness, and retain our own marketing technologist developers.This is indicative of a broader shift to bottom-up power in modern organizations.

 

That last point connects to the growth of agile marketing. It’s no coincidence that agile methodologies in software development have increased in popularity in conjunction with the shift of power to developers. With more power at the bottom of the organizational pyramid than ever before, the real competitive advantage will go to companies that are able to adapt their management and culture to take advantage of this bottom-up wellspring of capability.

 

iNeoMarketing's insight:

Random thought: as marketing continues to embrace technology and technology processes, what eventually is the differentiation that marketing has from IT?

 

_____________________________________________________________

Optify | 5 LinkedIn Advertising Best Practices

 

http://sco.lt/7sORYP

From www.optify.net - Today, 8:50 AM

 

LinkedIn advertising has left a lot of digital marketers scratching their heads.

 

[Through] trial and error I’ve been able to determine some best practices for Linkedin advertising.

1. Test, test, and retest

2. Hyper-Targeting

Everyone wants to talk about hyper-targeting these days. It’s great for smaller businesses targeting their ideal customers, but it’ll result in low click volume and low performing ads that won’t be served. Remember, you’re not the only brand running ads targeting your ideal audience. Instead of being hyper-targeted, find a wider audience in the 50-500k range. This will result in your target audience actually being served regularly and it’ll also allow you to hit your goals.

3. Provide substance

Don’t just serve an ad, provide value and substance. Make your ad copy compelling enough that people actually want to click on it.

4. Price for goals, not for suggested range

Success on LinkedIn requires that the advertiser buy at the high end of a suggested range in order to gain visibility in competitive areas. Going in at the minimum results in seriously poor performance (much more than on other ad platforms). A higher spend combined with clicks will result in high frequency and will allow you to hit your goals.

5. Optimize your ads

BONUS TIP: Landing pages

 

iNeoMarketing's insight:

The point: LinkedIn Advertising ain't AdWords. Click through for the details and learn from his experiences!

 

_____________________________________________________________

The ABCs Of A/B Testing - MarketingLand

 

http://sco.lt/78ksIT

From marketingland.com - Today, 7:21 AM

 

Excerpt...

 

Testing should be at the core of your email marketing program. Not only does it help you understand the impact you’re making, but it gives you a much fuller understanding about your customers’ behavior and preferences. It not only tells you where you’ve been, but where you should (and shouldn’t  go with your campaigns. A/B testing is the simplest, most straightforward testing method available. Most of you probably understand what A/B testing entails, but for those who don’t: A/B test is a process through which you provide different versions of an email to statistically significant groups of subscribers, and then measure their reactions to those versions in order to understand which is more effective at driving the behavior you prefer.

 

iNeoMarketing's insight:

Wanted to include this post as it provides a primer on A/B testing for email marketing. If you haven't done this, then follow along with the author's recommendations.

 

_____________________________________________________________

Jill's SEO Tools and Extensions - High Rankings

 

http://sco.lt/5dHcZd

From www.highrankings.com - Today, 7:36 AM

 

Jill Whalen provides the online tools she uses every day as part of her SEO consulting business.

 

Summary...

 

Here are the tools I use regularly to help with my SEO consulting services:

Google AnalyticsGoogle Webmaster ToolsScreaming FrogRex Swain's HTTP Header ViewerAhrefsGoogle Keywords ToolGoogle DriveTooglChrome Extensions (Most if not all of these are likely available as Firefox extensions as well):NoFollowPageRank StatusTagAssistant (by Google)Awesome Screenshot (combined with Evernote)

 

iNeoMarketing's insight:

It's like looking into Jill's bathroom cabinet. If you're in SEO, this is a MUST click through!

 

_____________________________________________________________

Three Powerful Ways to Measure the Impact of Your Email Marketing - Profs

 

http://sco.lt/7ftXjV

From www.marketingprofs.com - Today, 7:02 AM

 

Summarized...

 

Whether your purpose for email marketing is "soft," "hard," or a combination thereof, the following three types of email marketing analyses should become standard practice, because they're so powerfully effective in measuring the impact of your investment in this channel.

1. Responder Segmentation Analysis

The beauty of such "back-end" analysis is you don't have to divide your list into multiple segments before deploying a campaign. Provided your email database is searchable by those subscriber characteristics (and more), you could categorize responders post-campaign to begin developing a detailed profile of who they are. For this type of analysis, you could create responder profiles by different response actions (open, click, and conversion), but to keep it simple, define what your desired call to action is (the thing you most want people to do) and profile only those who completed that call to action (your "converters").

2. Email Subscriber Engagement Analysis

Having a performance report for each email message you deploy is great, but you'll also want to know how your entire list of subscribers behaves in response to your email over longer periods of time. This type of analysis relies on measuring cumulative actions by responder (opens, clicks, conversions) during defined time periods (usually quarterly or annually) both to uncover the best, most active responders and to uncover inactive list segments for re-activation or culling.

3. Channel Contribution Analysis

What's the bottom-line impact of email as a marketing channel on your business? This analysis seeks to determine economic impact. "Economic impact" doesn't have to mean direct sales revenue. It could, but it might instead be measured in increased site traffic, leads generated, new subscriptions attained, social media connections made, or gross brand impressions. Or, it could be measured in the cost savings and efficiency gains of email vs. more expensive marketing channels such as traditional direct mail.

 

iNeoMarketing's insight:

The post simplifies the path to measurement with these three techniques, and you'll want to click through to determine how to conduct the measurements. Note: you absolutely need MA to accomplish this!

 

_____________________________________________________________

Average CMO Tenure Keeps Trending Up

 

http://sco.lt/8mIs53

From www.marketingcharts.com - Today, 7:07 AM

 

The average tenure for CMOs of leading US consumer brand companies reached 45 months in 2012, continuing a steady rise from a low of 23.2 months in 2006, according to study results from Spencer Stuart. The researchers attribute the trend to CMOs having “come of age,” with the marketing function taking a greater role in enterprise growth due to new technologies and digital marketing channels. Late last year, The CMO Council pronounced 2013 “the year of the marketer,” with survey results demonstrating that senior marketers are enjoying budget growth, increased responsibilities, legitimacy, and compensation.

 

iNeoMarketing's insight:

This goes hand-in-hand with the 5/7 scoop from AdAge. Quick note about 2013 as the year of the marketer: quite myopic, as the transition to digital will make this the decade of the marketer.

 

_____________________________________________________________

[INFOGRAPHIC] Email This, Not That - Delivra

 

http://sco.lt/84nqOf

From www.delivra.com - Today, 6:51 AM

 

Best practices for sending email using email marketing software condensed into an awesome infographic

 

_____________________________________________________________

Mass Marketing Versus Personalization | Monetate [INFOGRAPHIC]

 

http://sco.lt/6M4fUP

From visual.ly - Today, 6:53 AM

 

Is now the time to finally shed the one-size-fits-all marketing strategy and focus on the individual consumer? Your customer thinks so!

 

The Top 12 Marketing Technology Articles Curated Today, Thursday, 5/9/13 from The Marketing Automation Alert

Over the past two weeks, we’ve seen a significant number of “CMO” oriented articles/posts, and you can read CMO as a metaphor for the whole marketing department. Today is no different: a variety of posts continue to focus on the transition to digital domain for the marketing function. More than a few practical, hands-on posts as well: from SEO tools used by a leading SEO expert to metrics to testing/optimization.

 

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

_____________________________________________________________

Featured Marketing Automation Article

 

Customer Experience Matrix: HubSpot Releases Social Inbox and Reveals So Much More

 

http://sco.lt/7kROrZ

From customerexperiencematrix.blogspot.com - Today, 9:33 AM

 

Key excerpt #1...

 

The most concrete news, Social Inbox, extends existing HubSpot features by more fully integrating social media monitoring and response with the HubSpot interface. The Social Inbox presents a list of Twiter posts by user-specified individuals or containing specified key words. Users can drill into each post to see a complete profile of the poster. The big deal in HubSpot’s eyes is the profiles include all information the HubSpot database about each person, and are even color-coded with the sales lead stage. The data includes Web and email behavior captured directly in HubSpot, data imported from Salesforce.com, and whatever else the system has available. Users can respond directly, forward a post to someone else, or add the poster to a HubSpot campaign. The system can automatically alert users to new Tweets as they happen or on a regular schedule.

 

Key excerpt #2...

 

Admittedly, I’ve been arguing this for a long time: the need for integrated customer treatments will eventually lead marketing automation, CRM, and Web content management to become a single system, or at least to share a common customer database. HubSpot’s current vision of highly personalized data-driven marketing is consistent with this. The current vision is also quite different from the original HubSpot vision of attracting traffic through huge volumes of great (but not personalized) content. But the new vision is a logical extension of the original: once you’ve attracted people and start to learn their preferences, the more you’re able to make targeted content recommendations. And, the more content you have available, the more you need those recommendations to point people at the right materials.

 

iNeoMarketing's insight:

Theoretically, we agree that a common DB is inevitable. However, the working org is what keeps both parties happy: Sales has their preferences, and Marketing has theirs. We like the demarc.

 

_____________________________________________________________

In a Big Data World, Don't Forget Experimentation - HBR

 

http://sco.lt/51Twjh

From blogs.hbr.org - Today, 9:16 AM

 

This "old school" practice still has relevance today.

 

Excerpt...

 

Some may view experimentation as "old school," not up to the rigors of the unfolding data revolution. Quite the opposite — its fabled past is the best reason to employ it today! Experimentation has a rich and storied history in product development and market research. It has contributed to hundreds of thousands of improved products in nearly all sectors, from agriculture, to electronics, to medicine, and so on. And not just design — industrial experimentation has contributed to improvements in the technologies and processes needed to grow corn, assemble cars, find oil, and so forth. Industrial experimentation has a rich history in the service sector as well. Many Information Age companies, such as Google, already get this message.

 

It is critical that companies understand why experimentation works, so they will know where to apply it. In short, when used properly, experimentation brings the power of the scientific method to the problems companies face today. This means the attendant focus, sharp definition of the question, careful design, data you can trust, and in-depth analyses — just what is called for in many situations.

 

iNeoMarketing's insight:

Wait a minute: how long has Scott Brinker been saying this?!?!?!?

 

_____________________________________________________________

SEO for Beginners: Improving Site Speed - Portent

 

http://sco.lt/5rGupN

From www.portent.com - Today, 9:02 AM

 

We write about a lot of fancy stuff on the Portent blog, such as server log analysis, advanced keyword research, and Tom Cruise. I want to address something that doesn’t have to be fancy: site speed.

 

Summarized:

Image Optimization

Plan and simple: the smaller the file, the less time it will take for the browser to download and present it to the user. Images can be huge, so optimizing them is an easy place to start.

Minification

Minifying a resource—be it a CSS, JavaScript, or HTML file—is simply the process of removing spaces, comments, tabs, and other unnecessary code in the file.

Compression

Compressing files also makes them smaller. Now that your site’s CSS, JS, and HTML are free of unnecessary code, compression is like putting them into a .zip folder. Most popular web servers have the ability to send the browser a compressed version of a file so it saves time loading the page.

Caching

Browsers are lazy and they don’t like to re-download files to render a site that it’s already seen before. So, it caches a lot of these files—images, CSS files, scripts—on the user’s hard drive in order to speed up the process of showing you a web page. Since files like your logo don’t change very often, you can instruct the browser to load the cached version so it doesn’t have to download the same image again from the server. We’ll do this by setting the expiration date for static resources up to a year in advance.

 

iNeoMarketing's insight:

Smart techniques for the SEO newbie. The value of the article is the "how to implement" for each recommended tactic.

 

_____________________________________________________________

CMOs Must Fully Embrace New Technology, or Fail, And They Know It - AdAge

 

http://sco.lt/89ZAvJ

From adage.com - Today, 9:13 AM

 

Condensed...

 

A new study by Accenture Interactive, "Turbulence for the CMO," reveals that 70 percent of the CMOs of some of the world's largest enterprises think they have five years to fundamentally overhaul their companies' corporate marketing operating model to achieve competitive success. Based on the survey's key findings, there are four broad steps that marketers need to take if they hope to meet customer demands and grow market share:

Fundamentally Change the Marketing Experience. CMOs must drive a shift in organizational culture that makes consumer relevance at scale a key operating principle, shared by every department beyond marketing that affects the consumer experience -- R&D, sales, manufacturing, supply-chain management and services.Embrace a Digital Orientation. As digital technology plays an increasingly vital role in transforming the customer experience and enhancing corporate success, CMOs must lead the organization in embracing a digital orientation.Invest in Analytics and Talent. While CMOs do plan to invest more in their analytics capabilities, a major focus of that investment must also be on hiring, retraining and redeploying people to improve efficiency, agility and responsiveness of the organization. Marketing talent must be able to create consistent, multichannel experiences that meet customers' needs, expectations and demands for relevance.Pick a Partner. Agencies must help CMOs make sense of complexity in the marketplace by improving their levels of execution and delivery and providing a broader set of capabilities and deeper integration across the agency ecosystem.

 

iNeoMarketing's insight:

CMOs seriously have no other choice. You just cannot succumb to OMS*.

*Ostrich Management Syndrome

 

_____________________________________________________________

The New Kingmakers are a rising force in marketing too - Chief Marketing Technologist

 

http://sco.lt/6esJo9

From chiefmartec.com - Today, 8:06 AM

 

As the cover image on Stephen’s book suggests: software developers, who used to be pawns in the great game of business, are now the new kingmakers.

 

For marketers, it’s incredibly important to recognize this dynamic because:

The products we’re marketing are increasingly built under this new power structure.The marketing technology applications we’re adopting are products of this dynamic.Understanding this helps us grok the revolution underway in the IT department.We’re trying to hire, harness, and retain our own marketing technologist developers.This is indicative of a broader shift to bottom-up power in modern organizations.

 

That last point connects to the growth of agile marketing. It’s no coincidence that agile methodologies in software development have increased in popularity in conjunction with the shift of power to developers. With more power at the bottom of the organizational pyramid than ever before, the real competitive advantage will go to companies that are able to adapt their management and culture to take advantage of this bottom-up wellspring of capability.

 

iNeoMarketing's insight:

Random thought: as marketing continues to embrace technology and technology processes, what eventually is the differentiation that marketing has from IT?

 

_____________________________________________________________

Optify | 5 LinkedIn Advertising Best Practices

 

http://sco.lt/7sORYP

From www.optify.net - Today, 8:50 AM

 

LinkedIn advertising has left a lot of digital marketers scratching their heads.

 

[Through] trial and error I’ve been able to determine some best practices for Linkedin advertising.

1. Test, test, and retest

2. Hyper-Targeting

Everyone wants to talk about hyper-targeting these days. It’s great for smaller businesses targeting their ideal customers, but it’ll result in low click volume and low performing ads that won’t be served. Remember, you’re not the only brand running ads targeting your ideal audience. Instead of being hyper-targeted, find a wider audience in the 50-500k range. This will result in your target audience actually being served regularly and it’ll also allow you to hit your goals.

3. Provide substance

Don’t just serve an ad, provide value and substance. Make your ad copy compelling enough that people actually want to click on it.

4. Price for goals, not for suggested range

Success on LinkedIn requires that the advertiser buy at the high end of a suggested range in order to gain visibility in competitive areas. Going in at the minimum results in seriously poor performance (much more than on other ad platforms). A higher spend combined with clicks will result in high frequency and will allow you to hit your goals.

5. Optimize your ads

BONUS TIP: Landing pages

 

iNeoMarketing's insight:

The point: LinkedIn Advertising ain't AdWords. Click through for the details and learn from his experiences!

 

_____________________________________________________________

The ABCs Of A/B Testing - MarketingLand

 

http://sco.lt/78ksIT

From marketingland.com - Today, 7:21 AM

 

Excerpt...

 

Testing should be at the core of your email marketing program. Not only does it help you understand the impact you’re making, but it gives you a much fuller understanding about your customers’ behavior and preferences. It not only tells you where you’ve been, but where you should (and shouldn’t  go with your campaigns. A/B testing is the simplest, most straightforward testing method available. Most of you probably understand what A/B testing entails, but for those who don’t: A/B test is a process through which you provide different versions of an email to statistically significant groups of subscribers, and then measure their reactions to those versions in order to understand which is more effective at driving the behavior you prefer.

 

iNeoMarketing's insight:

Wanted to include this post as it provides a primer on A/B testing for email marketing. If you haven't done this, then follow along with the author's recommendations.

 

_____________________________________________________________

Jill's SEO Tools and Extensions - High Rankings

 

http://sco.lt/5dHcZd

From www.highrankings.com - Today, 7:36 AM

 

Jill Whalen provides the online tools she uses every day as part of her SEO consulting business.

 

Summary...

 

Here are the tools I use regularly to help with my SEO consulting services:

Google AnalyticsGoogle Webmaster ToolsScreaming FrogRex Swain's HTTP Header ViewerAhrefsGoogle Keywords ToolGoogle DriveTooglChrome Extensions (Most if not all of these are likely available as Firefox extensions as well):NoFollowPageRank StatusTagAssistant (by Google)Awesome Screenshot (combined with Evernote)

 

iNeoMarketing's insight:

It's like looking into Jill's bathroom cabinet. If you're in SEO, this is a MUST click through!

 

_____________________________________________________________

Three Powerful Ways to Measure the Impact of Your Email Marketing - Profs

 

http://sco.lt/7ftXjV

From www.marketingprofs.com - Today, 7:02 AM

 

Summarized...

 

Whether your purpose for email marketing is "soft," "hard," or a combination thereof, the following three types of email marketing analyses should become standard practice, because they're so powerfully effective in measuring the impact of your investment in this channel.

1. Responder Segmentation Analysis

The beauty of such "back-end" analysis is you don't have to divide your list into multiple segments before deploying a campaign. Provided your email database is searchable by those subscriber characteristics (and more), you could categorize responders post-campaign to begin developing a detailed profile of who they are. For this type of analysis, you could create responder profiles by different response actions (open, click, and conversion), but to keep it simple, define what your desired call to action is (the thing you most want people to do) and profile only those who completed that call to action (your "converters").

2. Email Subscriber Engagement Analysis

Having a performance report for each email message you deploy is great, but you'll also want to know how your entire list of subscribers behaves in response to your email over longer periods of time. This type of analysis relies on measuring cumulative actions by responder (opens, clicks, conversions) during defined time periods (usually quarterly or annually) both to uncover the best, most active responders and to uncover inactive list segments for re-activation or culling.

3. Channel Contribution Analysis

What's the bottom-line impact of email as a marketing channel on your business? This analysis seeks to determine economic impact. "Economic impact" doesn't have to mean direct sales revenue. It could, but it might instead be measured in increased site traffic, leads generated, new subscriptions attained, social media connections made, or gross brand impressions. Or, it could be measured in the cost savings and efficiency gains of email vs. more expensive marketing channels such as traditional direct mail.

 

iNeoMarketing's insight:

The post simplifies the path to measurement with these three techniques, and you'll want to click through to determine how to conduct the measurements. Note: you absolutely need MA to accomplish this!

 

_____________________________________________________________

Average CMO Tenure Keeps Trending Up

 

http://sco.lt/8mIs53

From www.marketingcharts.com - Today, 7:07 AM

 

The average tenure for CMOs of leading US consumer brand companies reached 45 months in 2012, continuing a steady rise from a low of 23.2 months in 2006, according to study results from Spencer Stuart. The researchers attribute the trend to CMOs having “come of age,” with the marketing function taking a greater role in enterprise growth due to new technologies and digital marketing channels. Late last year, The CMO Council pronounced 2013 “the year of the marketer,” with survey results demonstrating that senior marketers are enjoying budget growth, increased responsibilities, legitimacy, and compensation.

 

iNeoMarketing's insight:

This goes hand-in-hand with the 5/7 scoop from AdAge. Quick note about 2013 as the year of the marketer: quite myopic, as the transition to digital will make this the decade of the marketer.

 

_____________________________________________________________

[INFOGRAPHIC] Email This, Not That - Delivra

 

http://sco.lt/84nqOf

From www.delivra.com - Today, 6:51 AM

 

Best practices for sending email using email marketing software condensed into an awesome infographic

 

_____________________________________________________________

Mass Marketing Versus Personalization | Monetate [INFOGRAPHIC]

 

http://sco.lt/6M4fUP

From visual.ly - Today, 6:53 AM

 

Is now the time to finally shed the one-size-fits-all marketing strategy and focus on the individual consumer? Your customer thinks so!

 


Via marketingIO