3 ways to increase marketing response rates using SAS

I have the good privilege to work with colleagues that represent all the best qualities of data-driven marketers. Jenn Chase and Matt Fulk lead our Marketing Services team, which has collaborated with me and my peers in dramatically improving our marketing results by using our own Customer Intelligence solutions. This "drinking […]

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Marketing analytics and why Google matters

I have been fortunate enough to work on some of our various marketing analytics’  implementations. One specific solution I have talked about before is Customer Experience Analytics (CXA), a solution that facilitates the integration of online and offline data for better customer insights and segmentation. It is a key part of our overall […]

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Web analytics and digital attribution

I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling […]

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Web analytics and demand generation

My colleague Matt Fulk and I were looking for a follow up to our white paper, Lead Management Automation Using SAS, which covered our evolution with marketing analytics. One initiative that has really been rewarding to work on has been the internal implementation of our Customer Experience Analytics solution. For me, […]

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SAS uses its own solutions to boost conversion rates

Happy New Year! As we begin 2012, I think we can all agree there is no question that the explosion of digital technology over the past few years has redefined the relationship between vendor and customer. With so much product and vendor information just a click or a tap away, […]

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The holiday jingle marketing mashup

According to Wikipedia, marketing with music can roughly be traced back to 1923 with the dawn of commercial radio broadcasting.  What we now know as a "jingle" first aired on Christmas Eve in 1926, touting the merits of General Mills' Wheaties cereal.  As we all know, musical messages have since become a staple for advertisements on […]

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4 Ways to improve your conversion strategy

As a marketer, we must constantly think about engagement and conversion strategies with our customers and prospects. Specifically, B2B digital marketers have been holding some of their best content hostage behind registration pages. Even though conversion numbers continue to dwindle, this tactic is still the cornerstone for lead generation. We […]

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Three articles on evolving Your B2B lead generation strategies

Many of you have been following along as I’ve written about the work we’re doing at SAS to evolve our lead generation strategies. This effort has given me a voice with a number of media outlets; allowing me to communicate, with a larger audience, the importance of analytics and integration […]

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5 Tips for aligning your content strategy to your digital strategy

As a B2B marketing organization that promotes market-leading business analytics software and services, we at SAS have encountered the challenges that stem from our customer’s changing buy-cycle habits, as more and more turn to online channels for their research, evaluation, and consideration phases. We talk about these challenges in the […]

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Lead management automation – 5 steps to implementation

Recently, my friend and colleague Will Waugh published Lead Management Automation – How We Did It and What we Learned, the first in this series of Lead Management Automation posts. While Will focused on outlining the digital marketing challenges we faced at SAS, I focused on solving those challenges. Here […]

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