CRM

• Data Driven ROI

  Gold Mine: Ice.com Blogs the Bling

  Many marketers are treading gingerly around the notion of adding a blog to their Web site. But don’t count online jewelry retailer Ice.com among the pussyfooters. The Montreal-based e-commerce site has not one but three blogs up and running and linked to its Web pages.

• Data Driven ROI

  Crashing Through the Blog-cade

  What’s with this explosion of blogs?
  Every schoolkid has one. Every would-be author or philosopher has one. Every frustrated lover has one. That’s why a potentially informative medium already has its waters loaded with mud.

• Data Driven ROI

  If You Can’t Change Your Fate, Change Your Attitude

  What drives engagement and loyalty for your brand? Wait, I’ll make the question easier. What drives engagement and loyalty for the category in which your brand competes?

• Data Driven ROI

  Colloquy Corner: Defining Loyalty Marketing

  I write about customer loyalty for a living, so it would seem that producing a monthly column for CHIEF MARKETER would be an easy task–until you realize how broad a topic loyalty marketing really is. What are we talking about, exactly? Points programs? Grocery-store discount cards? Cobranded credit cards? Dialogue marketing campaigns? Punch cards?

• Data Driven ROI

  Marketers Admit: We Don’t Get Web Metrics

  Most marketing execs pay lip service to the notion of accountability. But a staggering 84% say that their firms’ ability to measure Web marketing is limited at best.

• Data Driven ROI

  The Effect of Price on Performance

  “If you haven’t overcharged at least once, you aren’t charging enough.”
  On the surface, overcharging and potentially alienating customers may not seem like the soundest of marketing advice. But a series of tests conducted by MarketingExperiments.com, an online strategy consultancy, showed that there are no hard-and-fast rules when it came to pricing goods and services.

• Data Driven ROI

  The New Tools from Google and Yahoo!

  (Searchline) Google and Yahoo! Have moved to offer search advertisers sophisticated analytics tools that they hope will encourage firms to pour more budget dollars into their paid-placement campaigns.

• Data Driven ROI

  How to Become a Measurable Marketer

  How does a traditional marketer become a measurable marketer?

  While most organizations, B-to-B, B-to-C or nonprofit, exclaim “marketing accountability is a top priority,” most don’t have the necessary metrics in place to quantify their efforts.

• Data Driven ROI

  Understanding Allowable Cost Per Order

  No matter what the branch of marketing a firm is in or where that branch fits on the continuum, every successful marketer knows that there is a finite amount that an organization can afford to spend on each customer to promote its product or service. We call this the “Allowable Cost Per Order” or ACPO.

• Data Driven ROI

  Live from New Orleans: Selling Cookbooks With The Personal Touch

  The Kitchen Witch bookstore, a French Quarter shop that sells new, used and rare cookbooks, doesn