Blog Activity

  • Bill Baird's picture

    May 2014 Luncheon Summary

    The Cross-Device Manifesto
    Wednesday, May 7, 2014 - 11:30am
    Presenter: Kurt Hawks, GM – Mobile, Conversant, Inc.

    The first half of this presentation focused on statistics about cross-platform consumer behavior.  The second half focused on strategic and tactical logistics. 

    Cross-platform (or cross-device) technology refers to consumers’ use of multiple devices to conduct an activity, either simultaneously or in sequence.  In the world of commerce, it occurs when a task is begun on one platform (for example, using a smart phone to research a purchase), and then continued on another (for example, completing that purchase on a desktop PC).   

    The biggest game-changer, the one device which has single-handedly driven cross-platform marketing to the top of every CMO’s strategic planning checklist, has been the smartphone (i.e. a cell phone with access to the internet through a web-enabled browser.)

    HOW DO CONSUMERS USE THEIR SMARTPHONES? 
    -  25% of smartphone users utilize mobile as their sole source to the Internet
    -  14 hours a day the average consumer keeps their phone within arm’s reach
    -  78% use their Smartphone for help with shopping
    -  40% of all Black Friday traffic on retail sites was from smartphones
    -  3 connected devices are utilized by the average user
    -  41 apps are downloaded on the average smartphone

    HOW HAVE USAGE AND GROWTH SHIFTED?
    -  Tablets have one of the fastest adoption rates in history
       (penetration from 10% to 42% in four years)
    -  Primary growth in digital device usage is now in Mobile & Tablet (not PC’s)
    -  Average daily time spent with mobile devices is now greater than the PC
    -  Time spent with smartphone apps is 4x-5x that of smartphone browsers

    CONSUMERS TAKE A MULTI-PLATFORM PATH TO A SALE 
    -  67% of users start shopping on 1 device and complete the sale on another 

    MANAGING OLD MEDIA VS. NEW MEDIA
    The old media approach was to manage platforms as individual silos, with each one having its own budget, metrics and delivery by device.  This results in poor visibility into cross-platform behavior. 

    The cross-platform approach is to use holistic planning and common metrics, including cross-channel interplay, in order to understand the buyer’s purchase journey across all channels.  This enables analytics to be applied to properly identify platform attribution for revenue and expense budgeting.
     

    Respectfully submitted 
    Bill Baird 
    www.bairdmarketing.com 

  • Save $300 on Integrated Marketing Week in June

    DMCNY rarely offers special benefits to both members and non-members.  But this deal is too good to pass up.  DMCNY is a strategic partner of The DirectMarketing Association for Integrated Marketing Week (IMW) to be held on June 3 and 4 at The Metropolitan Pavilion at 125 W  18th Street.

    Now in its second year, IMW is where 1500 of the most senior marketing leaders meet to share their integrated marketing successes, road test the new tech, meet the top vendors and make decisions about the tools and partnerships that can help them deliver across all channels.

    DMCNY constituents save $300 if you register for the conference byJune 2.  Click here for details and to register and use the promo code DMCNY1 to take advantage of the savings.

    Some details:

    No single channel can win out any more. Today, it’s about being wherever customers are, giving them relevant messages, and making sure that each interaction is intelligently connected to the next.  

    Which means delivering great customer experience and truly integrated marketing, across any and every channel: web, social, mobile, broadcast, email, in-store, outdoor and beyond. And that means re-engineering processes, investing in new technology, and creating entirely new, integrated strategies.

    This is the next great challenge for every marketer. And this is exactly what IMW in June is all about – helping marketers rise to the toughest challenge of them all: delivering the multichannel customer experience.

  • Bill Baird's picture

    March 13 Luncheon - "The New Analytics”

    A lively panel of marketing analytic professionals provided a myriad of insights and predictions to a packed room of DMCNY members and attendees at the Yale Club, including a significant contingent of inquisitive students from local undergraduate and graduate direct marketing programs.  This article, written by DMCNY member Bill Baird, describes just some of the many comments and predictions of the day. MODERATOR:  Tony Branda, Chief Analytics & Database Marketing Officer, Consumer & Small Business Decision Management, Citibank 
     

    PANELISTS:  Charles Swift, Jr., VP Strategy & Marketing Operations, Hearst Magazines;  Sheryl Pattek, VP Principal Analyst Serving CMO Professionals, Forrester Research; Yongyong Kennedy, SVP Product Analytics and Market Segment Strategy, Citibank 
     

    On March 13, 2014, a lively panel of marketing analytic professionals provided a myriad of insights and predictions to a packed room of DMCNY members and attendees at the Yale Club, including a significant contingent of inquisitive students from local undergraduate and graduate direct marketing programs.  This article, written by DMCNY member Bill Baird, describes just some of the many comments and predictions of the day. 

    BIG DATA

    • A common theme across panelists was to follow a process: first identify the business need and questions to be answered, then identify the data that will get you there, and then build the technology around that.  
       
    • According to research from Bain and Company, organizations that use data strategically are 5 times more likely to make decisions faster, 3 times more likely to execute the intended decisions and 2 times more likely to deliver higher levels of financial performance.  
       
    • Citibank is testing big data to operationalize analytics that can’t be implemented with business intelligence platforms.  They are however still more in the R&D learning mode than in the mode of operationalizing infrastructure based on what’s been learned.   
       
    • Hearst has found roles have reversed.  Whereas the marketers used to live in the world of possibilities and the IT people lived in the world of pragmatism, the opposite is now the case.   

    THE PROGRESSION OF ANALYTICAL MATURITY

    • Citibank uses conventional direct response as a starting point, but this is a small part of the whole.  They are starting to pursue a direct targeting approach, using a predictive model for non-direct response media.  For in-store events, for example, they provide the bank manager with a list of modeled names to choose from vs. expecting them to choose on their own.   
       
    • Last-click attribution is still the most commonly-used attribution model for determining which customer touchpoint produced the order.  But Forrester noted this is the least effective measurement to use.  Companies need to focus increasingly on integrated marketing because, with the advent of new touchpoints (social media, mobile, etc.), the customer decision-making journey has changed.  

    MARKETING AUTOMATION

    • Marketing automation platform service providers enable the marketer to manage multiple touchpoints in an automated fashion from a single platform, as well as measuring attribution in numerous ways.  Panelists mentioned IBM Unica and Eloqua as examples of such service providers.  Picking the software is the least important piece – identifying the end-to-end marketing process, staffing, content and data strategy are more important. 
    • The best place to start with marketing automation and attribution is with retention, onboarding or cross-selling -- not with acquisition, panelists said.  These forms of marketing are easier to manage as well as being simpler applications.   

    • Panelists suggested studying USAA, Harrahs and Disney as best practice marketers.     


    SOCIAL MEDIA MANAGEMENT AND MEASUREMENT

    • From a management perspective, Citibank has a dedicated social media marketing group.  Both Citibank and Hearst monitor social media sources for content to be managed, both positive and negative.  Another example is Dell’s Social Media Command Center.

      Positive examples are situations where something is being said or done which benefits the company, and the marketer’s role is to find ways to expand the benefit.  Conversely, negative buzz is managed in a manner to reduce its impact on the brand and/or business, responding to minimize its impact.    

    • One marketing strategy is to build microsites to get relevant topics discussed.  

    • Leveraging and measuring tweets was a common topic for the presenters. One issue is the unanswered question of how to monetize tweets--as well as all social media efforts. 

       

    ADOPTION OF ANALYTICS

    • One obstacle is proving the accuracy of your numbers.  
       
    • Another is ensuring that existing analytics connect with the decision to be made.  You need to understand the internal customer’s needs.  
       
    • Backward-looking decisions are easy to support, whereas forward-looking ones are more difficult to prove.  
       
    • Use the agile approach: test and learn, test and learn more, roll out once the strategy is proven.  

    CHALLENGES GOING FORWARD

    Panelists’ comments included:

    “How can we drive (more) customer transactions on line?”

    “Our database is no longer viewed as a marketing database; it’s now viewed as a company database.”

    “There is no model for adding unstructured data to structured data.”

    “Tracking cross-platform behavior and data (is an obstacle).” 

    “SAS predicts a massive shortfall of analytical professionals by 2018.”

     

  • The New Lead "Generation"

    "I'm not trying to 'cause a big s-s-sensation,
    I'm just talkin' 'bout my g-g-g-generation"

    —The Who

    Everyone's talking 'bout the new generation, the New Lead "Generation." It's not just the new g-g-g-enerations of marketers talking content, mobile apps and social media, it's about the latest in lead g-g-g-generation approaches as well. With today's hyper-consumer there are new challenges as well as massive opportunities.

    DMCNY has assembled some of today's best and innovative experts to tackle some of the key questions about lead generation today in this Half-Day Breakfast Seminar. Three sessions that will educate, question, discuss and challenge what we know, don't know and think we know.

    Additional coverage "In the News" 

    "Four Strategies for Lead Generation"
    Direct Marketing News (March 10, 2014)
    http://www.dmnews.com/four-strategies-for-lead-generation/article/337405/

    Additional video coverage

    See videos from our March Lead Gen keynote speaker Jeffrey Rohs from Exact Target talking about direct an interactive imperatives during the DMCNY half day event on Lead Generation on March 4 at FIT. And an interview with Claire Burns from Emma.

     

    Here's what the morning will look like.

    • 8:00-8:30—Registration, Continental Breakfast and Networking
    • 8:30-9:30—The Audience Imperative
      Speaker: Jeffrey Rohrs
      Smart businesses aren't leaving their success to chance. Instead, they're building proprietary audiences across email, mobile, social, and other web-based channels in order to generate "attention on demand." Jeff will share how this is reducing their dependence on paid media and turning audiences into assets.
    • 9:30-9:45—Networking Break
    • 9:45-10:30—The New Lead "Generation" Panel Program
      Moderators: Ava Seavey & Vic Golio
      Panelists: Deborah Holland & Dany Sfeir
      This will be a lively discussion with a group of ground-breaking industry experts on the latest in lead generation approaches.
    • 10:30-10:45—Networking Break
    • 10:45-11:30—The Mathematics of Marketing
      Speaker: Dave Scott
      The discipline of marketing is changing from an art to a science. Stealing from the direct marketing industry, author David Scott will discuss cutting-edge ways to measure ROI no matter the marketing approach.
    • 11:30—Event concludes

    Register Today—space will be limited and you don want to miss out on the New Lead G-G-G-Generation!

    Event Sponsorship: 

    Tuesday, March 4, 2014 - 8:00am
    Registration and Breakfast: 8:00-8:30 am
    Program: 8:30-11:30 am

    Member Price: 

    $95

    Non-Member Price: 

    $120
  • Videos - March Lead Gen Event

    See videos from our March Lead Gen keynote speaker Jeffrey Rohs from Exact Target talking about direct an interactive imperatives during the DMCNY half day event on Lead Generation on March 4 at FIT. 

    And, view Claire Burns from Emma, DMCNY's sponsor talking about how Emma helps email marketers send emails to consumers.  

    Many thanks to our videographer Ken Kraetzer!

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