It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data...- a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%). This was followed by “verifying accuracy of data (inflation/deflation)” (41%) and “not comprehensive/missing types of data” (32%). It’s interesting that the question was about Web analytics in particular – even analyzing...
Tuesday, 29 September 2009
Wednesday, 23 September 2009
Web Analytics Is Dead. So Is Customer Centricity. I Need a Drink.
Posted on 20:13 by Unknown
Summary: Web analytics is merging into the broad world of marketing measurement across all media, which itself is shifting focus from tracking individuals to understanding group behavior. Although Web analytics and marketing automation vendors are currently wrestling over who will house customer data, both are likely to lose custody to enterprises who want to control their data for themselves.Even as analysts are still sorting through the implications of last week’s acquisition of Omniture by Adobe, the industry saw two additional important announcements...
Thursday, 17 September 2009
RightNow Adds Social Community Capabilities (But Don't Expect Support Costs to Fall as a Result)
Posted on 15:10 by Unknown
Summary: RightNow has extended its social media footprint by purchasing HiveLive, which lets companies build public and private communities. It also released a benchmark survey showing that online channels (email, chat, Web self-service) don't do much to reduce customer service telephone calls.In keeping with my recent posts about broader utilization of social media, I had a chat earlier this week with on-demand CRM vendor RightNow , who updated me on their recent purchase of HiveLive. HiveLive provides a social community platform, which means...
Acxiom Uses Social Media Data to Segment Email Lists
Posted on 10:21 by Unknown
Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media.Acxiom last week released a new “social media marketing” solution called Relevance-X Social.The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations...
Tuesday, 15 September 2009
Adobe Buys Omniture: Good for Marketers, Bad for Marketing Automation Vendors
Posted on 14:43 by Unknown
Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. That's a pretty unpleasant position.Adobe's announcement that it will purchase Omniture for $1.8 billion makes perfect sense. As I discussed in July, marketers have a lot to gain from tight integration between...
Friday, 11 September 2009
A Heartwarming Story of Social Media, Family and QlikView
Posted on 11:08 by Unknown
My son works as a sports researcher at a cable television network. His job seems mainly to be looking things up in online databases and, on broadcast days, watching several games simultaneously. It's nice work if you can get it.In terms of technology, Microsoft Word and Excel meet most of his needs. But I did introduce him to QlikView several years back, and he learned enough to analyze statistics for his college basketball team. When QlikView introduced its free Personal Edition, he decided to use it at work to track a database of college recruiting...
Wednesday, 9 September 2009
Why Social Media Really Matters
Posted on 19:10 by Unknown
Summary: marketing has shifted steadily over time from passive to active consumer engagement. Social media is the latest stage in this evolution. Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness.Of all that research I mentioned last week, two pairs of facts stood out. One was the disparity between the time people spend on online activities (20% to 30% of total media time) and the share of advertising expenditures spent online (10% to 15%)....
Thursday, 3 September 2009
Show Me the Numbers: Hard Data on Internet Use and Media Spend
Posted on 05:06 by Unknown
Summary: Here are links to about twenty studies with statistics on online media consumption and advertising spend. Many are contradictory, but it's clear that marketers need to invest in social media, which might eventually replace search as the primary way that customers find them.I’m sitting on a panel next week that will discuss long-term marketing trends. Naturally I have plenty of opinions on the topic, but just for fun I decided to scare up a few facts to reinforce them. This led to a highly entertaining, though uncompensated, scavenger...
Tuesday, 1 September 2009
Net-Results Simplifies Demand Generation for Small Business
Posted on 12:15 by Unknown
Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. The system is aimed at small business but offers an interesting design lesson for everyone.When Net-Results’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. But on reflection I realized that Net-Results offers a full set of demand generation functions. The demonstration was short because the system uses only a few features to deliver them. In an industry...
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