Data

• Data & Analytics

  What to Consider When Creating B-to-B Lead Evaluation Models

  Modeling business-to-business data can be tricky business. There are considerations consumer marketers don’t have to worry about, such as how a given industry indicates propensity to purchase, or the impact of multiple decision makers within an organization.

  Chief Marketer spoke with Matt Fulk, senior manager of database marketing at SAS, about the challenges of creating B-to-B prospect lead analysis models.

• Agencies

  Oh, My God– They’ve Tracked Kenny!

  Apparently two things are inevitable when you cover new marketing technology as much as I do. First, you become attuned to the point at which technical explanations no longer make sense, and you have to look for help in dumbing it down to their …

• Agencies

  Smartphone App lets Valpak Put Coupons on Your Real-time Street

  Coupon platform Valpak has branched way out from the iconic blue envelope as a delivery channel, launching a Valpak.com Web site, rolling out its own branded mobile apps

• Agencies

  Outsider’s Perspective Helps Hoover’s Refine Brand

  Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message.

  This was not a feel-good exercise. “With everything going into social media, the world is becoming more outside in than inside out,” says James Rogers, vice president of marketing at Hoover’s. “It used to be you could design what you wanted your brand to be, and then you’d promote it.”

  No longer.

• Agencies

  Kmart, Other Brands Test Geo-located Text Messaging with AT&T ShopAlerts

  Some big names in both retail and consumer goods are partnering with wireless carrier AT&T to test the impact of text messages that send themselves automatically when customers

• Agencies

  Asking the Right Questions in Data Analysis

  What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”

• Agencies

  Five Tips for Successful B-to-B Paid Search Campaigns

  Many best practices across B-to-C and B-to-B paid search campaigns are similar. However, B-to-B marketers face some unique challenges

• Agencies

  Older Baby Boomers May Hold Surprises For Marketers

  Age is an essential data point when targeting consumers. But advertisers who have pre-fixed ideas about what a baby boomer looks like may be in for a rude awakening as younger-thinking citizens age into this cohort.

  Take the oldest boomers, those born between 1946 and 1954. They’re a lot more active—and a lot more computer-savvy—than previous generations of consumers in their mid-50s and mid-60s. Linda Armstrong, an executive vice president and practice leader at DMW Direct who specializes in health and age-targeted product launches, spoke with Chief Marketer about specific considerations marketers should mull when appealing to this group.

• Agencies

  Local Mobile Ads Drive Mobile Shopping: Study

  Location-based mobile ads are not only bringing people into retail stores, but they’re driving mobile commerce. That’s one finding from a new quarterly report from location-based mobile media channel JiWire

• Agencies

  Detailed Matchbacks Offer Stronger B-to-B Purchase Data

  For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities.

  It is easy—and therefore tempting—to attribute a sale either to the last outreach effort, or the one which actually results in a sale. But there are several hazards in using these methods. The first is that electronic solicitations often result in immediate sales, or have built-in sales tracking mechanisms. As a result, marketers tend to over-credit their impact on sales, while underestimating offline efforts’ import.