Shifting marketing to meet mobile customers

John Balla
John Balla|May 5, 2013

Mobile customers have the potential to change our business in profound ways. Advanced mobile communications is coming of age at a time when other technologies and societal shifts are working in parallel to radically transform whole industries. Some of these shifts have shown up in the marketing realm in the form of social media,  customer [...]

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Three predictions for digital marketing

Jim Hiepler-Hartwig
Jim Hiepler-Hartwig|April 30, 2013

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 [...]

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Two ways analytics help maximize digital marketing impact

Wilson Raj
Wilson Raj|April 29, 2013

In the last decade, CMOs have made great strides in elevating their stature. According to the latest SpencerStuart survey, CMO tenure has steadily climbed from 23 months in 2004 to 45 months in 2012. What are the reasons for this improved longevity? Marketers are becoming more strategic-minded, they’re taking a [...]

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3 keys to unlock value in your online marketing data

John Balla
John Balla|April 5, 2013

Online marketers all want the same thing – for our customers to get what they want, when they want it, and with the fewest clicks possible. We already know that satisfied customers usually return, and now they share their experiences so the stakes have never been higher to get it [...]

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3 ways marketing analytics impact customer centricity

John Balla
John Balla|January 25, 2013

The idea of customer centricity in marketing is as “old as dirt” - it’s probably been around as long as people have been interested in buying or selling things to each other. So why are we still talking about it, and why is it so seemingly elusive for some organizations? The [...]

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Marketing analytics and why Google matters

Will Waugh
Will Waugh|January 18, 2013

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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Five big themes for marketing at DMA 2012

John Balla
John Balla|October 19, 2012

Standing in my own crosshairs as my own target market means that almost all work that I do can be a learning opportunity, and going to DMA2012 was certainly a biggie. What I saw and experienced at the show reaffirmed the idea that it’s never been more exciting to be [...]

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Web analytics and digital attribution

Will Waugh
Will Waugh|September 14, 2012

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

Will Waugh
Will Waugh|August 24, 2012

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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How well do you know today's customer?

John Balla
John Balla|May 24, 2012

Today’s second annual SAS Financial Services Executive Summit included a great panel discussion moderated by Lori Bieda from SAS, and featuring Greg Holzwarth, SVP and Managing Director, Customer Information Management at SunTrust Bank, Harvey Koeppel, former CIO and SVP of the Global Consumer Group at Citigroup, and Joseph Grillo, VP of [...]

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