Subject: Actionable Analytics for Online Success

From: Chief Marketer <[email-masked]>
Date: Tue, 2 Jan 2007 17:22:58 UT

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January 2, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

Actionable Analytics for Online Marketing Success
Predictability 2.0: The Core of Marketing Performance Management
Revealed: Which E-mail Tests Work Best
Empowering the Lonely Loyalty Champion
Four Ways to Improve Marketing ROI Through E-mail
Chiger Chooses
Enter the MCM Awards Now and Save

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This Week's Stories

Actionable Analytics for Online Marketing Success
"Today the marketplace is glutted with analytics tools that supposedly help marketers create better digital ads and Websites," says Dave Friedman, an executive with interactive services firm Avenue A | Razorfish. "And yet each year marketers stake their reputations on digital advertising programs and Websites that deliver irrelevant content to consumers and limited business value to the enterprise. It's not that there is anything wrong with analytics tools; it's just that too many marketers confuse a Web analytics tool with a great Web analytics program."

In his latest column, Friedman answers six key questions regarding how to use analytics software and other tools as the cornerstone of a meaningful Web analytics program. Read all about it at www.ChiefMarketer.com.

Predictability 2.0: The Core of Marketing Performance Management
Lane Michel, executive vice president at Quaero Corp., is making a prediction about predictability: "When we look back a year from now, [we will] see that 'Predictability 2.0' was considered the biggest shift in customer relationship management for 2007."

Predictability in terms of CRM and overall marketing effectiveness entails understanding the customer lifecycle, measuring not only campaign performance but also customer performance, implementing workflows, and integrating customer intelligence into effective strategies. In his latest column for CHIEF MARKETER, Michel explains it all--and makes it sound far less daunting than you might expect. To see what we mean, click here.

Revealed: Which E-mail Tests Work Best
So much to test, so little time (and money). To help you determine which elements of your e-mail campaign are most worth testing, MarketingSherpa asked 3,637 e-mail marketers, "Which creative e-mail tests give the best return on investment?"

Among the findings that MarketingSherpa president Anne Holland reveals in her latest column for CHIEF MARKETER: "Copywriting really, really matters," and "testing in and of itself increases ROI." For details, click here.

Empowering the Lonely Loyalty Champion
If you're trying to persuade skeptical executives about the importance of implementing a loyalty marketing program, we can help. Michael Greenberg of Loyalty Lab offers a list of 10 benefits of loyalty marketing--the ability to easily gain customer e-mail addresses and track buyer behavior among them--at www.ChiefMarketer.com.

Four Ways to Improve Marketing ROI Through E-mail
Compared with mass media such as TV advertising, e-mail marketing is cheap. But John Rizzi, president/CEO of e-Dialog, argues that most marketers still aren't maximizing the potential of e-mail as an element of an integrated marketing plan. He offers four fairly simple suggestions for doing just that; to find out what they are, click here.

Choice Links of the Week

Chiger Chooses
Last week "The Wall Street Journal" published an article entitled "Mistakes Were Made: What to Take Away from the High-Profile Blunders of 2006"; Blackfriars' Marketing's blog helpfully offers highlights and annotations.

One possible mistake that marketers may be making: underestimating Craigslist as a marketing venue on a par with, say, eBay or maybe even MySpace. The Washington Times reports that more consumers "are forgoing traditional forums such as dating services, ticket box offices, and the Yellow Pages in favor of Craigslist. Their reasoning: Why shop around when you can get everything you need in a few clicks from one Website."

Blogger 8 Wishes thinks YouTube made a mistake with its New Year's promotion with Chevrolet, which highlighted videos from celebs over submissions from "you." We knew that as soon as "Time" magazine named "You" (Us?) its Person of the Year, You (We) would become yesterday's news.

Hoping to become tomorrow's news -- or rather, Super Bowl coverage news -- is "J.P." AdAge covers his quest to find an advertiser willing to sponsor a Super Bowl commercial in which J.P. would propose to his girlfriend. If he attains his goal, let's hope his girlfriend doesn't use that commercial break to hit the loo.

Enter the MCM Awards Now and Save
Do you produce a print catalog or an e-commerce site? Is your company a multichannel marketer? If so, you're in luck: "Multichannel Merchant" (a sister publication of CHIEF MARKETER) is now accepting entries for the 22nd annual MCM Awards, the most prestigious awards program for catalog, Internet, and multichannel merchants--and if you enter before Jan. 11 you can save $75 an entry. (The final deadline is Jan. 23.) For more information or to enter online, go to www.MultichannelMerchant.com/toolbox/awards/ or contact Heather Retzlaff at [email-masked] or 203-358-4233.

For more information
contact Paul Capone at 508.370.0865 or
[email-masked]

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