Subject: The Softer Side of Analytics

From: Chief Marketer <[email-masked]>
Date: Tue, 3 Apr 2007 10:19:18 UT

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April 3, 2007 | A Penton Media Publication

TABLE OF CONTENTS

The Softer Side of Marketing Analytics
The Fable of the Misinformed CMO
Five Things Every Executive Should Know About Digital in 2007
Loyalty Library: Translating Strategy into Program Design
Four Steps to Creating Credible Case Studies
The New New Brand

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This Week's Stories

The Softer Side of Marketing Analytics
The "7S model" developed by McKinsey & Co. 25 years ago contends that organizational excellence results from the proper balance of seven dimensions: strategy, systems, structure, staff, style, skills, and shared values. And an effective organizational culture, of course, is key to enabling a company to embrace marketing analytics as a competitive advantage. To that end, Jeff Zabin, coauthor of "The Seven Steps of Nirvana," details his updated version of the 7S model and how it can make your company a true analytics competitor. To find out what those seven steps are, click here.

The Fable of the Misinformed CMO
Or "The Four--No, Five--Absolute Truths About Drivers That Describe the Reality of the 21st Century Marketplace." Or "Why Consumers Are Always Right and CMOs Are Frequently Mistaken." Or...oh, just check out the latest column from Brand Keys' Robert Passikoff, Ph.D., at www.ChiefMarketer.com.

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Five Things Every Executive Should Know About Digital in 2007
"Distribution will trump destination." "The consumer is not in control." Those are two of the five tenets that Avenue A|Razorfish's Dave Friedman believes are critical to successful digital marketing going forward. For the other tenets, as well as what they mean to your business, read Friedman's latest column at www.ChiefMarketer.com.

Loyalty Library: Translating Strategy into Program Design
In last month's column, Loyalty Lab's Michael Greenberg explained how to formulate a basic loyalty marketing strategy. This month he discusses how to develop a loyalty program plan that will achieve the goals of your strategy. Click here for his advice.

Four Steps to Creating Credible Case Studies
If you sell products or services to businesses, you no doubt know how effective a well-written case study can be in generating leads and converting prospects into customers. But you may not know how to produce a well-written case study. Cheryl J. Goldberg of Goldberg Communications does, and she shares her knowledge at www.ChiefMarketer.com.

The New New Brand
"Establishing a high-value brand is one of the most subtle and difficult aspects of marketing," notes Nilofer Merchant, CEO of Rubicon Consulting. "It's a corporate asset, when done well -- a symbol or cohesive glue that binds all company actions and consumer perceptions together." With technology leading to major shifts in social behavior, the "glue" that is the brand will be judged and perceived differently. Merchant discusses the five elements that make up the successful brand today and the five attributes by which brands will soon be measured. To find out what they are, click here.

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