Likes, loves and loyalty

Image: Courtesy of TIBCO

We really enjoyed TIBCO Loyalty Lab’s recent presentation at ADMA’s Lunch and Learn. Brett Hannath, the Lab’s Director of Marketing, was talking about monetising on brand engagement through social interactions.

Here are a few takeaways from their most recent whitepaper called Success with Social Loyalty.

Big Data, Enables Big Insights, and Delivers Big Results

The world is infinitely more complex and fragmented. With the emergence of digital channels, marketers have new challenges to address in terms of how to effectively navigate issues like ‘big data’ in the most effective way. As the lines between traditional and digital marketing disappear, there are many who insist that a singular focus can help understand the complexities of this new marketing era. Big data promises to enable marketers to effectively master the dizzying array of data and technology and enable marketers to make for better decision-making. But can it to turn digital data chaos into valuable, usable data for marketers?

Google’s Hottest Measures to Drive the Consumer to You

By ADMA

Today most business’ products and prices are readily available on the web. For marketers, it is becoming more important than ever to understand how the modern buyer is pre-purchaseing researching to avoid being left behind. “These days, the power lies in the hands of the consumer,” notes Dave Smith, Strategist at Google.

As consumers are most likely to start the buying cycle on the internet, marketers need to stay one step ahead of the game and understand potential customers’ research patterns in order to capture their attention online. “If we don’t get on top of where our customers are researching and if we don’t investigate and understand their touch points, we run the risk of missing out on a lot of value and potentially losing a lot of acquisition,” says Smith.

Interview: Measuring the Success and Improving the Performance of any Campaign through Media Attribution

Interview with Adam Goldberg,
Chief Innovation Officer & Co-Founder, Clearsaleing

When media attribution company, Clearsaleing’s Co-Founder came out to Australia last year we asked him his thought on ROI measurement, his stint at Google HQ and how you can make a better impact to your search marketing….

1.  What are new imperatives for online marketing, particularly within attribution and ROI measurement?
New imperatives in terms of attribution and ROI measurement are to work towards capturing the impact offline advertising has online and vice-versa.  In order to do this the world of online tracking and measurement are meeting the worlds of media mix modelling and statistics, specifically Bayesian Statistics and regression models.  As Google and companies invest more into TV, print, and radio the market has more access to data to tie audiences together to understand how someone watching TV may be influenced to go online for example.

Putting Customers at the Heart of Your Analytics Strategy

By Rusty Warner.

Consumers have changed. Their expectations have evolved and they have become more demanding.

Some are motivated purely by price, while others remain fiercely loyal to certain brands. Others want to understand “green” or “fair trade” or “cruelty free” aspects of various products to ensure their purchase decisions are politically correct. For some, the decision will hinge on the “cool factor” of the brand.

Many consumers will take advantage of digital channels to learn about products or services before making a decision to purchase, with the transaction occurring in a shop. This process is known as “ROBO”  Research Online, Buy Offline. However, today this may be more accurately described as “REBA” Research Everywhere, Buy Anywhere – as consumers look to every channel for information and expect to purchase products and services in the manner most convenient to them.

Given these challenges, how can marketers keep pace with these ever-changing demands of the consumer? Do you have the tools to deliver the right message, to the right person, at the right time, across the right channel? Actually, you’d better make that channels, since multi-channel is no longer good enough; marketing messages must be orchestrated cross-channel as well.

Let’s say three people visit your website or interact with your brand in some way…

• Do you know which one is an existing customer?
  If so, do you know if he or she is profitable to your brand?
• Do you have an up-to-date record of purchase history?
• Do you know what he or she is likely to purchase next?
• If none of them is a current customer, how do you determine which one(s) exhibit the best characteristics to become target prospect(s)?
• How do you follow-up?
• How do you decide the appropriate messaging?
• What channel do you use to deliver it?

These are the questions marketing organisations must answer every single day in order to engage and build relationships with their customers. Putting customers at the heart of your analytics strategy will provide actionable insights to drive successful decision-making.

For more on how to apply analytics to your customer engagement programs, join the ADMA webinar “Putting customers at the heart of your analytics strategy” on December 1^st at 10.00am (EST). Register here.

Article supplied by Rusty Warner, Alterian.