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 data to understand and forecast customer shopping/purchasing activities. Much of Mr. Fader's research highlights the common behavioral patterns that exist across these and other seemingly different … [Read more...]
Old School, New School… And How They Relate to Marketing
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 pay attention to the most are things I already love. While I'd like to be cutting edge, the songs that run through my head are more like "The Way We Were," if I'm feeling melancholy; "Sweet Home Alabama," if I feel good; or Madonna's "Like a … [Read more...]
Is Your Marketing Organization Ready To Change Its MO?
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 (MO) is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It leverages a strong front-end infrastructure to … [Read more...]
Solving Marketing’s Seven Deadly Sins
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 jumping to please the boss can prove fatal. Crippled marketing efforts can leave promising companies in the dust or, at least, handicapped at the starting … [Read more...]
Q&A: Larry Weber
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 Weber Group, which within a decade became the world's largest technology public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Mr. Weber was named chairman … [Read more...]
Q&A: Alex Kormushoff
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 in 2005 as senior vice president of global services, bringing with him more than 26 years of executive management experience in the information technology industry. PERFORM: How are predictive … [Read more...]
Web Analytics 2.0: A New Measurement Strategy For Marketing 2.0
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 following definition: Web analytics is the assessment of a variety of data, including Web traffic, Web-based transactions, Web server performance, usability studies, user submitted information and related sources to … [Read more...]
Marketers Know They Aren’t Calculating Digital Advertising ROI Correctly
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 old model for measuring the return on investment (ROI) from digital advertising falls short, a new model is gaining momentum. Digital marketing continues to incur an enormous amount of growth. The proliferation … [Read more...]
Lead Generation for The Next Generation
When you think of lead generation, do you think of: A co-registration checkbox that appears on the sign-in page of a website? Receiving a weekly file with the name and basic contact information for potential customers? Uploading those names into an e-newsletter database and then moving to the next item on your to-do list? All of the above? If you answered a., b., c. … [Read more...]
Web 2.0 and the Corporate Website: Technology That Can Boost or Cripple Your Online Presence
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 JavaScript and XML). Research indicates that more and more corporate sites are blindly rushing to jump on the bandwagon by implementing Web 2.0 technology, often leading to plummeting traffic … [Read more...]