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Q&A: Peter Fader

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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?

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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

April 7, 2009 by Chris Trayhorn

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...]

The Future of SEO Is Now

April 7, 2009 by Chris Trayhorn

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 search properties (e.g., video, maps, image, news, blogs) into Universal Search, the search blogs have been abuzz with doomsday prophecies about the impending death of search engine … [Read more...]

Marketers Need a Seat At the Revenue Table

April 6, 2009 by Chris Trayhorn

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 just seem to go together, so much that some people use the words synonymously - for example, "Last quarter's sales grew 10 percent." Marketing may play a supporting role by supplying leads (which all too often … [Read more...]

Q&A: Gayle Guzzardo

April 6, 2009 by Chris Trayhorn

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 provider, she is responsible for the strategic vision and product development of the company's online lead generation, email network and analytics teams and its media division, which … [Read more...]

Rep Firm or Ad Network: Who’s King of the Digital Jungle?

April 6, 2009 by Chris Trayhorn

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 cost per impression (CPM) to escalate. As a result, brand marketers are looking for additional outlets from which to buy media more cost-effectively. As they increasingly look across the long tail of … [Read more...]

Leader of the Brand

April 6, 2009 by Chris Trayhorn

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 in order to develop a connection with the consumer (frequency) and to ensure that messages don't languish in the recipient's in-box (relevance). In a 2006 marketing benchmark study, … [Read more...]

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