White Papers Why The Speed of Relevance Can Help You Winby Chris Trayhorn, Publisher of mThink Blue Book on May 27, 2022 Every crisis is an opportunity. This is not a new insight, but in 2022 it bears special significance. The performance marketing industry is going through an unprecedented level … Read Article Five Advertisers Speak Their Minds on the Importance of Network Partnerships, Transparency, and Fraud Preventionby Chris Trayhorn, Publisher of mThink Blue Book on January 6, 2021 2020 may just have been the most challenging year for business in the last 100 years. For the performance marketing industry, the challenges were mixed with some blessings. … Read Article Lighting the Wayby Chris Trayhorn, Publisher of mThink Blue Book on August 1, 2009 Persistent climate change concerns, volatile energy prices and a growing awareness of technological advancement in energy are leading consumers across the globe to reconsider their role in the … Read Article Q&A: Peter Faderby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral … Read Article Old School, New School… And How They Relate to Marketingby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 We all want to be new school and know the latest hit song (via iTunes). I wouldn’t know what that was without looking it up because what I … Read Article Is Your Marketing Organization Ready To Change Its MO?by Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 It can sometimes be difficult to determine whether your company is ready to implement “Marketing Operations.” As described in “7 Deadly Sins” (also in this chapter), Marketing Operations … Read Article Solving Marketing's Seven Deadly Sinsby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Busy corporate marketing groups can be so focused on tactics and firefighting, they jeopardize their marketing investment. Overreacting to events, tackling symptoms rather than underlying fundamental problems and … Read Article Q&A: Larry Weberby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Larry Weber is chairman of W2 Group, a global marketing services ecosystem that helps CMOs in their new role as builders of communities. In 1987, he founded The … Read Article Q&A: Alex Kormushoffby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 As senior vice president of worldwide field operations at SPSS, Alex Kormushoff is responsible for leading the sales, services and marketing organizations for SPSS. He joined the company … Read Article Web Analytics 2.0: A New Measurement Strategy For Marketing 2.0by Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 In 2004, when I wrote my first book, Web Analytics Demystified: a Marketer’s Guide to Understanding How Your Web Site Affects Your Business, I started it with the … Read Article Marketers Know They Aren't Calculating Digital Advertising ROI Correctlyby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Marketers don’t need to change the way they think. They just need new digital marketing technology and measures that conform to the way they think. Thankfully, while the … Read Article Lead Generation for The Next Generationby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 When you think of lead generation, do you think of: Web 2.0 and the Corporate Website: Technology That Can Boost or Cripple Your Online Presenceby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Web 2.0 is a phenomenon whose predominate features are composed of a high level of user or community participation combined with leading-edge technical features, such as AJAX (asynchronous … Read Article The Future of SEO Is Nowby Chris Trayhorn, Publisher of mThink Blue Book on April 7, 2009 Overview Since June 2005, when Google unveiled its plans to make personalization the default setting for Google Accounts, and continuing through April 2007, when Google integrated its vertical … Read Article Marketers Need a Seat At the Revenue Tableby Chris Trayhorn, Publisher of mThink Blue Book on April 6, 2009 Who’s in charge of revenue at your company? In most B-to-B companies, the sales department is the primary and exclusive owner of the revenue pipeline. Sales and revenue … Read Article Q&A: Gayle Guzzardoby Chris Trayhorn, Publisher of mThink Blue Book on April 6, 2009 Gayle Guzzardo serves as chair of the lead generation committee of the Interactive Advertising Bureau. As senior vice president, product management, of Q Interactive, an online marketing services … Read Article Rep Firm or Ad Network: Who's King of the Digital Jungle?by Chris Trayhorn, Publisher of mThink Blue Book on April 6, 2009 Online spending from brand marketers has increased and will continue to do so. Intensified demand for premium inventory on the major portals and prime destination sites has caused … Read Article Leader of the Brandby Chris Trayhorn, Publisher of mThink Blue Book on April 6, 2009 Effective branding creates and maintains relationships with customers; it’s very much an ongoing, dynamic process. Email’s place in that cycle must be one of regular and relevant communication … Read Article1 2 3 4 … 16 17 18 19 Next »