Asking the Right Questions in Data Analysis

|  by Beth Negus Viveiros

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!”

Detailed Matchbacks Offer Stronger B-to-B Purchase Data

|  by Beth Negus Viveiros

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…

Best DM Copywriting Blends Old and New Tactics

|  by Beth Negus Viveiros

Chief Marketer recently talked with Bruce Henderson, group creative director/senior partner creative with Ogilvy&Mather Worldwide, New York, to get his thoughts on the current state of DM wordsmithing and why keeping search in mind should be job one for all copywriters.

Cisco Listens To B-to-B Social Media Chatter

|  by Beth Negus Viveiros

While business-to-business CRM may start with a backslap and a martini, Cisco Systems is using social media to build a better backslap. “Businesses go to certain watering holes,” says Theresa Kushner, director of customer intelligence within Cisco’s strategic marketing organization. “And those companies have individuals who are making decisions, who have voices they are sharing…

International Spotlight: Why 50 Cent and Facebook Feel at Home in Turkey

|  by Beth Negus Viveiros

What are among the first five things that you think of when someone mentions "Turkish culture?" Probably Turkish coffee and belly dancing—though neither are native to the culture. However, unlike many other people, the Turks are not bothered at all in sharing the limelight for what one might consider two of their most visible cultural…