Most Active Articles 2009-11-26T13:52:12.117-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:marketing-analytics Bryan Eisenberg beisenberg729 urn:com:businessweek:bx:article:4572363661625542991-79f12f891dc13e5023b019c17e2c6f3b 2009-11-19T11:49:25.654-05:00

The marketing discipline has changed.

The marketing discipline has changed. http://vaultanalytics.com/marketinganalytics/2009/11/what-is-marketing-analytics/ Curtis Seare cseare198 52 51 1 0 urn:com:businessweek:bx:article:2081941503706719110-3979034fc6d2c5c970a51aeb428bf5dc 2009-11-19T00:12:10.052-05:00

Finding Diamonds in the Rough – Are Some of Your Worst Current Customers Your Future Cash Cows? Consumer Segments of the Middle East – The Expat Community » What You Don’t Know About Your Competitors May Sink You By bozmen What? According to a study...

Finding Diamonds in the Rough – Are Some of Your Worst Current Customers Your Future Cash Cows? Consumer Segments of the Middle East – The Expat Community » What You Don’t Know About Your Competitors May Sink You By bozmen What? According to a study... http://forteconsultancy.wordpress.com/2009/11/11/what-you-dont-know-about-your-competitors-may-sink-you/ Berkin Ozmen bozmen588 15 15 0 0 urn:com:businessweek:bx:article:190479583471431708-51c5824686236b49b1a83faaa50551f4 2009-11-19T17:47:20.763-05:00

Research is absolutely essential before launching any business or major marketing campaign — but only the right amount at the right time.

Research is absolutely essential before launching any business or major marketing campaign — but only the right amount at the right time. http://atomictango.com/2008/05/10/research/ Freddy J. Nager fnager424 14 14 0 0 urn:com:businessweek:bx:article:15202721631432980285-8c9c08a1782d5e1748b200a39043f1ff 2009-11-19T00:24:42.493-05:00

The economic downturn is having a substantial impact on the needs, preferences and behavior of customers. Companies need to tap into their customer intelligence to ensure they adapt as well to these changing conditions.

The economic downturn is having a substantial impact on the needs, preferences and behavior of customers. Companies need to tap into their customer intelligence to ensure they adapt as well to these changing conditions. http://forteconsultancy.wordpress.com/2009/01/16/your-customers-are-changing-are-you-following/ Berkin Ozmen bozmen588 16 16 0 0 urn:com:businessweek:bx:article:18356121021085116458-255f7772b238402dc75c5a661076dfa6 2009-11-19T00:21:58.583-05:00

Business Intelligence teams recognized as “best-in-class” have often spent hundreds of thousands to millions of dollars on software to garner such praise. Such investments are near impossible for budget conscious / smaller scale companies, especially in times of economic downturns.The good news for companies seeking to reap the benefits from tapping into business intelligence without spending exorbitant amounts? It only takes 99 cents to get a scalable Business Intelligence practice up and running effectively.

Business Intelligence teams recognized as “best-in-class” have often spent hundreds of thousands to millions of dollars on software to garner such praise. Such investments are near impossible for budget conscious / smaller scale companies, especially in times of economic downturns.The good news for companies seeking to reap the benefits from tapping into business intelligence without spending exorbitant amounts? It only takes 99 cents to get a scalable Business Intelligence practice up and running effectively. http://forteconsultancy.wordpress.com/2009/03/30/bi-on-a-099-budget/ Berkin Ozmen bozmen588 6 6 0 0 urn:com:businessweek:bx:article:3624768328411592513-a9acdbef01a8a5b8039f18ce7ba40bf6 2009-11-19T00:25:43.608-05:00

Forte Consultancy Group introduces the ‘Enterprise Decision Map’, which is a tool for identifying all key managerial and operational decisions across an organization and mapping actions and effects against them. This tool also presents responsibilities in decision making and current state approach as well as ideal information requirements to ensure accuracy in decisions.

Forte Consultancy Group introduces the ‘Enterprise Decision Map’, which is a tool for identifying all key managerial and operational decisions across an organization and mapping actions and effects against them. This tool also presents responsibilities in decision making and current state approach as well as ideal information requirements to ensure accuracy in decisions. http://forteconsultancy.wordpress.com/2008/12/11/are-you-using-enough-and-the-right-facts-for-decisions-across-your-organization/ Berkin Ozmen bozmen588 3 3 0 0 urn:com:businessweek:bx:article:12555864712837764581-3da768a5b501c2fed34099e2a4ac9c95 2009-11-19T00:24:06.992-05:00

The dealer network is the most important channel for many companies operating in the retail sector. Unfortunately, examples of poorly managed dealer networks are abound, particularly on the issue of geographic distribution of dealers. Companies that do not optimize their dealer networks geographically based on potential income are losing out on a lot more than just revenues.

The dealer network is the most important channel for many companies operating in the retail sector. Unfortunately, examples of poorly managed dealer networks are abound, particularly on the issue of geographic distribution of dealers. Companies that do not optimize their dealer networks geographically based on potential income are losing out on a lot more than just revenues. http://forteconsultancy.wordpress.com/2009/01/16/where-are-your-dealers-optimizing-the-dealer-network/ Berkin Ozmen bozmen588 2 2 0 0 urn:com:businessweek:bx:article:13619247842780580866-f064a1d9ac1772e7d208815ff98efad9 2009-11-19T00:20:37.691-05:00

Although executives can manage diversification related issues when they have one or two partners, it is quite difficult to effectively manage the channel’s overall diversification without a numeric measure when the number of partners is greater. The Channel Diversity Index (CDI) can be used to measure and to monitor the power of any one given partner over time.

Although executives can manage diversification related issues when they have one or two partners, it is quite difficult to effectively manage the channel’s overall diversification without a numeric measure when the number of partners is greater. The Channel Diversity Index (CDI) can be used to measure and to monitor the power of any one given partner over time. http://forteconsultancy.wordpress.com/2009/05/06/a-new-metric-for-sales-channel-management-channel-diversity-index/ Berkin Ozmen bozmen588 1 1 0 0 urn:com:businessweek:bx:article:10911367194464739018-b7cd0ab1d5f1762b53f1831ab3cc1f3a 2009-11-19T00:11:17.459-05:00

Consumer Segments of the Middle East – The Expat Community By bozmen Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different...

Consumer Segments of the Middle East – The Expat Community By bozmen Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different... http://forteconsultancy.wordpress.com/2009/11/11/consumer-segments-of-the-middle-east-the-expat-community/ Berkin Ozmen bozmen588 1 1 0 0 urn:com:businessweek:bx:article:14065817081568686784-b2b774864e3c3ba61cd145002d512b28 2009-11-07T15:35:28.512-05:00

It's time to find more useful metrics that the click-through rate.

It's time to find more useful metrics that the click-through rate. http://vaultanalytics.com/marketinganalytics/2009/11/marketing-analytics-of-online-ads/ Curtis Seare cseare198 9 8 1 0 urn:com:businessweek:bx:article:13889442952189263159-615945221407599760c65b39bf57ce45 2009-11-11T09:37:18.105-05:00

Wouldn't it be great if there was a way to track telephone call leads in Google Analytics? Guess what? There is and I'm going to share with you over a series of four posts how you can set this up for yourselves. In this economic climate, what with the credit crunch ‘n’ all it is more important than ever to prove to your clients that the work that you doing is providing real return on investment. For e-commerce websites, this is fairly easy by using analytics tools such as Google Analytics to gather data. But what of other sites? What of sites where conversions are actually not sales but are leads generated? Again, using Google Analytics as an example, we can set goals for contact forms etc. We can use event tracking for clicks on links etc. But what about the number of telephone call leads generated as a result of landing on your client's site?

Wouldn't it be great if there was a way to track telephone call leads in Google Analytics? Guess what? There is and I'm going to share with you over a series of four posts how you can set this up for yourselves. In this economic climate, what with the credit crunch ‘n’ all it is more important than ever to prove to your clients that the work that you doing is providing real return on investment. For e-commerce websites, this is fairly easy by using analytics tools such as Google Analytics to gather data. But what of other sites? What of sites where conversions are actually not sales but are leads generated? Again, using Google Analytics as an example, we can set goals for contact forms etc. We can use event tracking for clicks on links etc. But what about the number of telephone call leads generated as a result of landing on your client's site? http://econsultancy.com/blog/4471-how-to-use-google-analytics-to-track-telephone-leads Yuping Liu yliu325 5 4 0 1 urn:com:businessweek:bx:article:15805921842705669338-f969f64cc0cb7ae21a83e7f52f69b78a 2009-11-12T01:04:54.521-05:00

Make sure your web analytics are telling you the right story.

Make sure your web analytics are telling you the right story. http://vaultanalytics.com/marketinganalytics/2009/11/web-analytics-that-lie/ Curtis Seare cseare198 3 3 0 0 urn:com:businessweek:bx:article:14313665702464821648-4c88f2c1ca4b63b142853045369aba3f 2009-11-10T17:03:54.277-05:00

Some aspects of marketing operations are likely to be fixed. Identifying such “fixed” metrics makes for a powerful decision-support tool.

Some aspects of marketing operations are likely to be fixed. Identifying such “fixed” metrics makes for a powerful decision-support tool. http://mlcwideangle.exbdblogs.com/2009/11/10/the-power-of-fixed-numbers/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:3407557179599847115-54878936af5a254db5dfc8953262a7bb 2009-09-30T13:59:39.362-04:00

If social networks are truly transforming how consumers communicate, shouldn't they be affecting the Web's original killer app: email?

If social networks are truly transforming how consumers communicate, shouldn't they be affecting the Web's original killer app: email? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114515 Jesse Kedy jkedy401 29 25 2 2 urn:com:businessweek:bx:article:18074415546549786316-a0143b67a363636a6f8ca7598d63cd96 2009-10-12T22:10:21.393-04:00

Do the right things with Twitter, faster.

Do the right things with Twitter, faster. http://vaultanalytics.com/marketinganalytics/2009/10/improving-twitter-marketing-roi-with-analytics-part-1/ Ryan Nokes mmerrill920 6 4 2 0 urn:com:businessweek:bx:article:3448122281289759119-8289ef2471030215742aa855687334cb 2009-11-04T09:32:12.422-05:00

Can social media take the place of marketing automation platforms? Our October Innovation Contest winners won a signed copy of "7 Lessons for Leading in Crisis" by Bill George and the right to have their article re-published here on Blogging...

Can social media take the place of marketing automation platforms? Our October Innovation Contest winners won a signed copy of "7 Lessons for Leading in Crisis" by Bill George and the right to have their article re-published here on Blogging... http://www.business-strategy-innovation.com/2009/11/can-social-media-take-place-of.html Braden Kelley bkelley034 2 2 0 0 urn:com:businessweek:bx:article:9308724719077072192-d8e140a13689a1ed67fb221cc038a2ff 2009-10-05T15:57:03.813-04:00

It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda.

It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114686 Jesse Kedy jkedy401 8 3 3 2 urn:com:businessweek:bx:article:15566811782830332027-d092a49e32b094ac1084581ebe726fe0 2009-11-01T03:22:02.799-05:00

A market for Eurobonds which is centered in Europe. It has no national boundaries. Unlike most conventional bonds, Eurobonds are sold simultaneously in several financial centers through multinational underwriting syndicates and are purchased by an international investing public that extends far beyond the confines the countries of issue.

A market for Eurobonds which is centered in Europe. It has no national boundaries. Unlike most conventional bonds, Eurobonds are sold simultaneously in several financial centers through multinational underwriting syndicates and are purchased by an international investing public that extends far beyond the confines the countries of issue. http://design-marketing-dictionary.blogspot.com/2009/10/eurobond-market.html toto idioto tidioto167 4 4 0 0 urn:com:businessweek:bx:article:15336665924040787180-3352fbf3a23612b17eb7bde3ee1f6a38 2009-09-30T10:44:51.713-04:00

Twitter and real time search continues to attract buzz, and Google’s reacting by positioning its “Hot Trends” information in a place where more people will see it, within Google’s regular search results.

Twitter and real time search continues to attract buzz, and Google’s reacting by positioning its “Hot Trends” information in a place where more people will see it, within Google’s regular search results. http://searchengineland.com/google-hot-trends-integrated-into-google-search-26717 Jesse Kedy jkedy401 2 0 1 1 urn:com:businessweek:bx:article:10691022799035521182-c42f514db2d9e020bc2354148a88291e 2009-09-28T11:34:44.478-04:00

Though Twitter is currently a media darling, only 8% of advertisers and consumers think it is a “very effective” promotion tool, according to June 2009 data from LinkedIn Research Network and Harris Interactive. The research, which included surveys...

Though Twitter is currently a media darling, only 8% of advertisers and consumers think it is a “very effective” promotion tool, according to June 2009 data from LinkedIn Research Network and Harris Interactive. The research, which included surveys... http://www.emarketer.com/Article.aspx?R=1007208 Jesse Kedy jkedy401 2 0 1 1 urn:com:businessweek:bx:article:12099885028368465723-bfda383e6aac15eb0a14531114c07882 2009-08-25T07:16:09.224-04:00

Smart outsourcers look at three opportunities to implement analytics in order to derive additional insights customer benefit. Identify the drivers for customer defection, Review IVR path & Route calls based on lifetime value

Smart outsourcers look at three opportunities to implement analytics in order to derive additional insights customer benefit. Identify the drivers for customer defection, Review IVR path & Route calls based on lifetime value http://www.wns.com/Insights/Blogs/tabid/44163/entryid/51/default.aspx?smo=MktgAn-bx-bl-3ways Mark Scheidel mscheidel214 10 8 2 0 urn:com:businessweek:bx:article:4431404827834331713-31348905d347e9889e7d9f87950cd777 2009-10-14T09:25:30.345-04:00

As real business cases demonstrate, the performance of predictive data mining models drastically improve when information about historical customer behavior and real-time interactions are put together. Companies with traditional churn prediction models should realize the opportunities they are missing…

As real business cases demonstrate, the performance of predictive data mining models drastically improve when information about historical customer behavior and real-time interactions are put together. Companies with traditional churn prediction models should realize the opportunities they are missing… http://forteconsultancy.wordpress.com/2009/08/09/quintupling-your-churn-prediction-performance/ Berkin Ozmen bozmen588 4 4 0 0 urn:com:businessweek:bx:article:12985816973267333076-4341ec42cbfac24563732b6e62702d27 2009-09-25T16:47:55.296-04:00

Don't think of social media as a separate marketing channel, but as a fabric running through all advertising and promotional efforts. That was the central theme that emerged from a panel at the OMMA Global conference Monday bringing together social marketing experts from brands, agencies and advisory firms.

Don't think of social media as a separate marketing channel, but as a fabric running through all advertising and promotional efforts. That was the central theme that emerged from a panel at the OMMA Global conference Monday bringing together social marketing experts from brands, agencies and advisory firms. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113964 Jesse Kedy jkedy401 3 1 1 1 urn:com:businessweek:bx:article:10272696323440219719-f776e3ae2533a3794a848eb0e447f22f 2009-09-25T16:25:20.044-04:00

"...To use Twitter for lead generation, listen for people expressing a need for your product or service. In our case I monitor for the phrase “social media monitoring”. If you’re a financial institution, then you may want to monitor for “mortgage calculator”. And a photography software company may monitor for “taking photos” and join the conversation..."

"...To use Twitter for lead generation, listen for people expressing a need for your product or service. In our case I monitor for the phrase “social media monitoring”. If you’re a financial institution, then you may want to monitor for “mortgage calculator”. And a photography software company may monitor for “taking photos” and join the conversation..." http://socialmediatoday.com/SMC/125479 Jesse Kedy jkedy401 2 0 1 1 urn:com:businessweek:bx:article:2228202590871937495-8ee86de4e609d7d8de5aeaadec9f310b 2009-10-14T09:26:10.918-04:00

Most analytical models developed for customer acquisition, retention or growth do not take into account that it is the human that does the marketing, and miss a great opportunity to boost return on investment. Every call center agent and sales representative is different, as is every customer and without a good matchmaking between them; it is not possible to maximize the conversion rates.

Most analytical models developed for customer acquisition, retention or growth do not take into account that it is the human that does the marketing, and miss a great opportunity to boost return on investment. Every call center agent and sales representative is different, as is every customer and without a good matchmaking between them; it is not possible to maximize the conversion rates. http://forteconsultancy.wordpress.com/2009/07/10/now-who-can-sell-to-this-customer/ Berkin Ozmen bozmen588 2 2 0 0