Greg Sterling on October 19, 2016 Brands and marketers make lots of assumptions about their customers, about who they are, about the distance they’ll travel to buy the product or service and so on. These assumptions are often based on perceptions, hearsay, anecdotal information or survey data. Location data, like that from Foursquare and … Continue reading Facebook automotive data indicates broad value of location-based customer insights
by Sue Reynolds Follow @suereynoldsOctober 7, 2016 “The best place to hide a dead body is Page 2 of Google’s search results.” Arnie Kuehn, Vertical Measures You already know the value of creating great, quality content that helps your customers. Putting out that content for free is part of your strategy to create a body … Continue reading The Value of SEO: How to Improve Rankings on Existing Content
Columnist Rebecca Lieb explains how deeper targeting and individualized messaging can benefit marketers, organizations and consumers. Rebecca Lieb on September 27, 2016 Together we’ve looked at why context is digital marketing’s next frontier. Since then, I’ve delved further into the topic, publishing research that looks at the value of marketing in the “phytigal” world … Continue reading Why contextual campaigns provide value across the enterprise
Derek Edmond on September 22, 2016 We’ve been in “sprint mode” with one of our clients throughout the quarter. Our key point of contact with this client has been fielding communication from all angles, with respect to a site redesign, international campaign initiatives and on communicating performance to senior leadership. Sometimes it seems like our entire … Continue reading 4 ways to improve your value as a strategic SEO partner
by Ed PowersSeptember 21, 2016 All Sales are Not Equal You might be surprised to learn that some purchases actually increase customer churn. After buying software, many customers discover that it’s not a good fit for their needs, which prompts them to cancel their subscriptions. With new revenue alone as the goal, a large number … Continue reading Loyalty Begins With a Value Proposition
by Bob Hutchins Follow @BobhutchinsSeptember 16, 2016 Write a tweet. Leave some room at the end. Then keep typing hashtags until you reach 140 characters. You will probably get more impressions, but the bigger question is: are those impressions worth anything… or are you just attracting spam accounts? Furthermore, are you turning off your legitimate … Continue reading What’s the Real Value of a Twitter Hashtag?
by Seth Grimes Follow @SethGrimesSeptember 20, 2016 The most interesting and useful insights to be gained via social listening — the best clues to consumer needs, attitudes, and intent — are linked to sentiment. Why? Because emotion drives consumer choice, which makes sentiment an important metric for consumer research, market insight, and customer engagement initiatives. … Continue reading The Insight Value of Social Listening
by Dave Brock Follow @davidabrockSeptember 9, 2016 Some managers reading this title will be thinking, “Dave, you’ve got this backwards, they’re our people, our employees, they work for us. They need to be creating value for us. That’s what we hire them for, to bring in orders!” It’s this very attitude that creates the challenges … Continue reading What Value Are You Creating For Your People?
A recent survey backs sales lift, but a data expert doubts the usefulness of tracking ‘anomalous’ visits. Barry Levine on September 6, 2016 The Pokémon Go craze is a boon for digital marketers, right? Maybe yes, maybe no. That is, a recent survey indicates that the game is generating some sales at businesses, although … Continue reading Pokémon Go generates sales from visiting game players, but the data’s predictive value may be overrated
As the holidays approach, it’s time to take a close look at customer lifetime value. Columnist James Collins discusses the benefits of using data to determine the CLV of consumers gained during the holiday season and beyond. James Collins on September 2, 2016 The ideal brand relationship is much more than a single experience. It … Continue reading Looking beyond the holiday purchase: understanding customer lifetime value
