Data Archives - Page 43 of 59

Texas Instruments Aims B-to-B Marketing at its Target Audience: Product Designers

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

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Multichannel Attribution Helps Determine Which Mediums Influence Sales

Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz’s Rob Stagno offers thoughts on the complexity of multichannel attribution.

Agencies

Q&A: Amex’s Mastrocola on the Best Name Sources, Mail Formats

American Express is always testing, but tried and true voucher packages still pull best in their acquisition efforts.

Chief Marketer recently talked with Tom Mastrocola, director of subscription acquisition for American Express Publishing Corp., about trends in mail package design, postal concerns and list/database use.

Agencies

Coca-Cola Mainstreams Mobile

Coca-Cola carries the vision of its marketing future on one piece of paper. It includes developing and executive creative marketing programs across the globe using a handle it calls, “liquid and linked.” The strategy centers on storytelling; taking great, fun, creative stories and spreading them to the furthest reaches of the world using, in part, the muscularity of mobile and social media, or, as Coca-Cola puts it, modern day word of mouth.

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How to Effectively Execute a Sample Program

As marketing times change fast check out these new rules for conducting sampling programs.

Agencies

Data Helps Expo Washable Markers Find Best Party Hosts

Mothers who weren’t chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That’s an acceptance rate of less than 7.5%.

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Craft a Winning B-to-B Email Strategy from the Start

If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist with email marketing service Emma, shares some best practices she’s learned through working with clients and crafting the company’s own lead-gen strategy.

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Lead Flow Planning: How Many Leads Are Really Enough For Your Sales Team?

When it comes to leads, it’s tempting to think that more is better. But the truth is, enough is

Data & Analytics

CM Listline: In Life Events, Timing is Everything

The proliferation of online advertising networks is creating much ado about nothing, at least in terms of how digital marketing is romanticized nowadays.

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When Does Reactivation Modeling Make Sense?

The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” https://www.chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.