How analytics helps avoid customer relationship break-ups

You can always tell when a person is enjoying himself – the bright eyes, the smiling face and the hand gestures are unmistakable. Jim Foreman from Staples is an executive that clearly enjoys talking about both marketing and analytics, which makes his presentations both informative and enjoyable. Recently, Jim shared […]

Post a Comment

3 steps to better marketing emails

As mentioned in a previous post about how we try not to annoy our customers, we really make sure we're not just going through the motions in complying with anti-SPAM laws. And it all has to do with how we regard customer relationships - they're valuable and we want them to be based on mutual […]

Post a Comment

Move from mass marketing to customer decision management

You may notice that marketing is changing. Fewer credit card offers are hitting your mailbox. Fewer coupons for irrelevant products and services. There is a reason for the change. Organizations are beginning to understand that mass marketing alienates customers. Spray and pray doesn't work - so organizations aren't spending their […]

Post a Comment

How Ziggo’s marketing puzzle pieces fit together

Have you ever worked on a jigsaw puzzle? You have hundreds of pieces to painstakingly put together and somehow at the end it all fits to make a beautiful picture. Some people love the challenge and others could think of few things more painful. Either way, a jigsaw puzzle is […]

Post a Comment

Today’s ad agencies: the new Mad Men of data

What does a day in the life of an ad agency look like? In Don Draper’s Mad Men world, it involved creative brainstorming and, yes, a lot of smoking and drinking at the office. Much has changed since the 1960s. With the exponential increase in digital data, today’s agencies are […]

Post a Comment

Kicking up customer loyalty at Major League Soccer

Fan loyalty is everything in the sports business. So when Major League Soccer (MLS), the top flight pro soccer league in the US and Canada, wanted to deepen customer engagement, it started by getting a better understanding of its fans. MLS wanted to reach out to fans with personalized information that […]

Post a Comment

Workplace culture as a core value statement

Today's announcement of SAS once again being named a Best Place to Work is a point of pride for our company. It's our 17th year in a row on this esteemed list and 11th time in the top 10. I can attest that the recognition is well-deserved, and our workplace culture is more than […]

Post a Comment

How marketing operations management supports strategic alignment

Every once in a while I stop for a moment and consider how radically different marketing is today compared with just 3 years ago. Looking no further than my desk, it's quite amazing how my job has changed in just that short period of time. Previously, marketing seemed more an art […]

Post a Comment

Integrated marketing management: orchestrate, then interact

This blog post focuses on clarifying what's important in integrated marketing managment, as shown in the second of three sections, titled Orchestration and Interaction. Often when I mention this product category – I receive perplexing looks due to the name we have given to this section in the full IMM visual. Previously we […]

Post a Comment

Three predictions for digital marketing

What does the future hold for digital marketing? If you looked into your crystal ball, what would it reveal to you? Where will you spend scarce marketing dollars for maximum impact? Will you allocate the bulk of your marketing budget to traditional campaigns, or to digital channels? We gained an […]

Post a Comment