One Tough Question

To Measure Success Is to First Define It

To Measure Success Is to First Define It

Marketing success needs to be defined, specified, agreed upon, and then made highly visible.

Measuring Marketing Success in Dollars Is the Ultimate Win

Measuring Marketing Success in Dollars Is the Ultimate Win

There are more marketing metrics than ever. Unfortunately, not all companies are focusing on the ones that matter most.

Trade Complexity for Elegance

Trade Complexity for Elegance

Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.

Short-Term Gains, Long-Term Wins

Short-Term Gains, Long-Term Wins

What are the most compelling ways to measure marketing success?

When Big Data and Small Data Work Together

When Big Data and Small Data Work Together

In the search for insight, how relevant is the "size" of the data?

Computers Like Data, People Like Answers

Computers Like Data, People Like Answers

Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Big Data gives you answers to what variables have potential, but testing gives you the truth.

Use Data—Big and Small—to Improve Customer Relationships

Use Data—Big and Small—to Improve Customer Relationships

What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?

Customer Knowledge Is the Foundation of Marketing Success

Customer Knowledge Is the Foundation of Marketing Success

The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.

The Case for Personalization

The Case for Personalization

It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.

Marketing With a Tailored Fit

Marketing With a Tailored Fit

Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.

Hyperpersonalize. Your Customers and CFO Will Thank You

Hyperpersonalize. Your Customers and CFO Will Thank You

Personalization isn't just about delivering an improved customer experience, it's about growing profitability.

Don't Take SoLoMo So Literally

Don't Take SoLoMo So Literally

What's the real marketing importance behind the buzzword? Let's break down the components of SoLoMo to see what they really mean for marketers.

Managing M-Commerce Disruption

Managing M-Commerce Disruption

To survive the impacts of SoLoMo commerce, retailers must innovate in the face of these evolving consumer-behavior trends.

Beyond the Buzz of SoLoMo

Beyond the Buzz of SoLoMo

SoLoMo is more than just a buzzword because the confluence is driven by consumers, not by vendors.

SoLoMo? How About EmFaVe?

SoLoMo? How About EmFaVe?

Since we live in the age of the acronym, I thought I would put together my own: EmFaVe—empathy, familiarity, versatility.

5 Reasons to Use Communities to Gather Customer Insight

5 Reasons to Use Communities to Gather Customer Insight

Insight communities give brands immediate access to large representative groups of stakeholders that will deliver honest feedback.

Deriving Maximum Impact From Online Communities

Deriving Maximum Impact From Online Communities

If you want to get close to your customers, an optimal mix of public social media and private online collaboration should be an essential part of your strategy.

Customer Communities: Don't Miss the Party

Customer Communities: Don't Miss the Party

Becoming customer-obsessed starts with doing a 180 in marketing. The way to create customer loyalty is to facilitate conversations in a vibrant community for your customers.

Transform Marketing Through Customer Communities

Transform Marketing Through Customer Communities

Considering how many ways online communities can positively impact marketing, it was hard to call out just one. So, here are six.

3 Reasons to Care About Social CRM—and One Not to

3 Reasons to Care About Social CRM—and One Not to

Alas, if there's no social CRM but we can generate some value from interfacing and connecting CRM to social channels, what shall we call it?

The Importance of Social CRM to Direct Marketers

The Importance of Social CRM to Direct Marketers

Why should direct marketers care about social CRM? Simply put, it might well be a worthwhile investment.

It's Time to Say Thanks, and Good-bye, to Social CRM

It's Time to Say Thanks, and Good-bye, to Social CRM

Before social tools and strategies breathed much needed new life into traditional CRM, its reputation was at a low point. In fact "C-R-M" was pretty much treated like a four-letter word.

Just Because I Know You Doesn't Mean I Like You

Just Because I Know You Doesn't Mean I Like You

One Tough Question: What marketing measure is overrated or outdated?

Holistic Measures Move Into the Mainstream

Holistic Measures Move Into the Mainstream

More holistic measures require new technologies, but they also require marketers to get back to basics.

Campaign ROI Is Out. Weighted Campaign Influence Is In.

Campaign ROI Is Out. Weighted Campaign Influence Is In.

Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.

Cross-Channel Marketing Requires a Common Metric

Cross-Channel Marketing Requires a Common Metric

Considering the many new data sources available, what marketing measure is overrated or outdated?

It's All About What Customers Value Most

It's All About What Customers Value Most

The marketing power in your customer base comes down to economics—or, in another word, value.

Two Halves of a Holistic Marketing Approach

Two Halves of a Holistic Marketing Approach

It's not a question of which is more powerful. Both have power. And both are parts of a greater whole.

Customer Engagement Is Messy, Loyalty Is Clean

Customer Engagement Is Messy, Loyalty Is Clean

When marketers seek to define and measure customer engagement, it's usually quite difficult.

Engaging a Customer Is Like Making a Best Friend

Engaging a Customer Is Like Making a Best Friend

Loyalty and engagement are interesting dimensions to look at. Before we get to that discussion, however, I'd like to introduce some definitions.

We're All Links in the Chain of Customer Trust

We're All Links in the Chain of Customer Trust

Every organization that touches consumer data is directly responsible for creating and maintaining authentic security and consumer trust.

We All Need to Take Shared Responsibility

We All Need to Take Shared Responsibility

Protecting online privacy is a shared responsibility, and businesses, consumers, and government all have a part to play.

"Reasonable Use" Is the Data Litmus Test

"Reasonable Use" Is the Data Litmus Test

Where does the responsibility lie for customers' privacy in terms of data used for marketing?

3 Core Capabilities for Privacy Adherence

3 Core Capabilities for Privacy Adherence

While customers have responsibility for deciding what information they provide to companies, the responsibility for protecting that data lies squarely with the company collecting and using the information.

The Marketing Journey Begins With Customer Knowledge

The Marketing Journey Begins With Customer Knowledge

As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.

Making Love to Big Data With Attribution

Making Love to Big Data With Attribution

In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.

What Influences Customers Most?

What Influences Customers Most?

Now more than ever, marketers must undertake efforts to gain a comprehensive understanding of the various influences on customers' buying behavior.

Direct Response, Unbound

Direct Response, Unbound

Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.

A Direct Response to Engagement

A Direct Response to Engagement

Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.

Building Direct Connections

Building Direct Connections

Advertisers today—whether B2C or direct-to-consumer (D2C)—must build a robust connection directly with prospects by developing a comprehensive, integrated branding and media approach.

Customer Focus Bridges Short and Long-Term Success

Customer Focus Bridges Short and Long-Term Success

The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.

Lifetime Customer Value Wins the Game Over Time

Lifetime Customer Value Wins the Game Over Time

The mass of data customers leave behind is of little value unless you unlock that insight and deliver back what is personally compelling to your buyer.

Marketing ROI Requires Strong Alignment With Sales

Marketing ROI Requires Strong Alignment With Sales

Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.

Don't Just Prove ROI, Strive to Consistently Improve It

Don't Just Prove ROI, Strive to Consistently Improve It

Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.

Get Insight That's Actionable

Get Insight That's Actionable

Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).

Big Data is "Emotional" Data

Big Data is "Emotional" Data

Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.

All Customers Are Not Created Equally in Value

All Customers Are Not Created Equally in Value

The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.

Big Data Doesn't Change Anything (And Changes Everything)

Big Data Doesn't Change Anything (And Changes Everything)

If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.

Data-Driven Customer Experience

Data-Driven Customer Experience

Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required today.

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Featured Articles

Turning Big Data Into Smart Data

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5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.