[mcgraw | marketing] Sales and Marketing Serviceshttp://www.mcgrawmarketing.comHelping you improve sales and marketing performance with insightful analysis and practical tips on lead generation, lead nurturing, customer retention and loyalty as well as referrals. en-USFri, 24 May 2013 08:42:57 PDThttp://wordpress.org/?v=3.5.1hourly139.387307-76.412365http://creativecommons.org/licenses/by-sa/3.0/http://creativecommons.org/licenses/by-sa/3.0/http://creativecommons.org/images/public/somerights20.gifSome Rights Reservedmcgrawmarketing/zJmehttp://feedburner.google.comSubscribe with My Yahoo!Subscribe with GoogleCampaign Analytics: Understanding How Campaigns Impact Each Otherhttp://feedproxy.google.com/~r/mcgrawmarketing/zJme/~3/nA1axYJWd2o/AnalyticsBig DataStrategypatmcgrawFri, 24 May 2013 08:37:15 PDThttp://www.mcgrawmarketing.com/?p=11968

“Today’s consumers are exposed to an expanding, fragmented array of marketing touch points across media and sales channels. Imagine that while viewing a TV spot for a Toyota Camry, a consumer uses her mobile device to Google “sedans.” Up pops a paid search link for Camry, as well as car reviews. She clicks through to Car and Driver’s website to read some reviews, and while perusing, she notices a display ad from a local dealership but doesn’t click on it. One review contains a link to YouTube videos people have made about their Camrys. On YouTube she also watches Toyota’s clever “Camry Reinvented” Super Bowl ad from eight months earlier. During her commute to work that week she sees a Toyota billboard she hadn’t noticed before and then receives a direct-mail piece from the company offering a time-limited deal. She visits local dealerships’ websites, including those promoted on Car and Driver and in the direct-mail piece, and at last heads to a dealer, where she test-drives the car and buys it.

Toyota’s chief marketing officer should ask two questions: How did this combination of ad exposures interact to influence this consumer? Is Toyota investing the right amounts at the right points in the customer-decision journey to spark her to action?”

Read more.  (Subscription required.)

mcgrawmarketing‘s insight:

Sometimes we have the data but we don’t analyze it properly in order to get the best information – and that can impact our ability to make the best decisions.  This is a great article about how some firms are analyzing the impact of campaigns on each other…so they can invest more wisely and generate better results with the same resources.

If this isn’t an option for your business, there are still some things you can do that can help.

Look at the average buying cycle (time) and the length of time a lead is in each stage – is that time decreasing?

Talk to your leads and ask them what they have seen, what influenced them and what didn’t influence them.

Set up some tests where some content/campaigns go to a group of leads,,,and some content doesn’t go to a group of leads.  Is there a difference in their behavior?

What are you doing to understand the influence of your campaigns on each other?

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The post Campaign Analytics: Understanding How Campaigns Impact Each Other appeared first on mcgraw | marketing.

]]><p>&#8220;Today’s consumers are exposed to an expanding, fragmented array of marketing touch points across media and sales channels. Imagine that while viewing a TV spot for a Toyota Camry, a consumer uses her mobile device to Google “sedans.” Up pops a paid search link for Camry, as well as car reviews. She clicks through to Car...</p><p>The post <a href="http://www.mcgrawmarketing.com/campaign-analytics-impact-each-other/">Campaign Analytics: Understanding How Campaigns Impact Each Other</a> appeared first on <a href="http://www.mcgrawmarketing.com">mcgraw | marketing</a>.</p>http://www.mcgrawmarketing.com/campaign-analytics-impact-each-other/feed/0http://www.mcgrawmarketing.com/campaign-analytics-impact-each-other/What Preakness could teach JC Penneyhttp://feedproxy.google.com/~r/mcgrawmarketing/zJme/~3/ePWWkMGRrMQ/BrandCustomer ExperiencepatmcgrawWed, 22 May 2013 08:33:17 PDThttp://www.mcgrawmarketing.com/?p=11933This year, more than 117,000 people attended the Preakness.

And this year, the promotional focus was all about the race and the music – not the all you can drink beerfest.

What makes this interesting is that the Preakness had a bit of a reputation – and a strong following – that took a hard turn in a different direction in 2009.  Well, enjoy this video…

So the powers that be made a tough decision – and they ended the BYOB policy for 2009 and started a Beerfest/Musicfest.  And in 2009, “…attendance plummeted to 77,850 from 2008′s 112,222…”

But the powers that be stuck with their vision and yesterday, they saw the fourth largest crowd in Preakness history.

Preakness versus JC Penney

My point is this…JC Penney had a situation that was unacceptable.  They were losing money so they replaced their CEO with someone that had a different vision for the future…and it was a vision that, reportedly, caused great concern for other retailers.

But success didn’t come over night.  And the powers that be decided not to stick with their decision.  Instead they went beyond second guessing themselves…they went right back to the way it was and hired back the former CEO.

Short-term vs. Long-term Success

Yes, it is important to hit quarterly numbers and keeping the investors and Wall Street happy…but this is more of a story about vision, leadership and commitment.

And, yes, there were a great many other factors impacting JC Penney in terms of a new CEO that might have had a great vision but might have needed a different approach in order to get everyone supporting that vision.

So, what’s it all mean?

Sometimes, major change is necessary to reinvigorate a brand and success probably won’t come overnight.

But Maryland Jockey Club President Tom Chuckas made a tough decision and attendance took a hit for a while.  Sure, the losses were significantly less than what Penneys is reporting - but they were significant for his organization.

I think the lesson here is that leaders put it on the line and they realize that sticking with your vision and taking some short-term losses in order to position your organization for greater long-term success can be tough.  It requires commitment.  Leadership.  Communication.  But if you want to build something that’s lives beyond the short-term…


Note: I was not a supporter of the Kegasus campaign or the all-you-can-drink Beerfest focus – but this year, the focus was definitely on the music and the race which strikes me as a much better match for such an important race.

The post What Preakness could teach JC Penney appeared first on mcgraw | marketing.

]]><p>This year, more than 117,000 people attended the Preakness. And this year, the promotional focus was all about the race and the music &#8211; not the all you can drink beerfest. What makes this interesting is that the Preakness had a bit of a reputation &#8211; and a strong following &#8211; that took a hard...</p><p>The post <a href="http://www.mcgrawmarketing.com/what-preakness-could-teach-jc-penney/">What Preakness could teach JC Penney</a> appeared first on <a href="http://www.mcgrawmarketing.com">mcgraw | marketing</a>.</p>http://www.mcgrawmarketing.com/what-preakness-could-teach-jc-penney/feed/0http://www.mcgrawmarketing.com/what-preakness-could-teach-jc-penney/Turning Big Data into Great Customer Experienceshttp://feedproxy.google.com/~r/mcgrawmarketing/zJme/~3/2vgj37rdPiY/AnalyticsBig DataDatabase MarketingStrategypatmcgrawWed, 22 May 2013 04:47:26 PDThttp://www.mcgrawmarketing.com/?p=11958

“The phenomenon of big data certainly comes with big promise. After all, having terabytes of data on customer history and behavior is certainly better than trying to extrapolate from just a few data points.”

Read more.

mcgrawmarketing‘s insight:

Data, regardless of size, can help your business drive greater success.  This post is the first I’ve seen to lay out 6 very practical concepts that will help you – and though the title is focused on the Big Data, the advice is for data.

There is no rush to get on the Big Data bandwagon so take the time up front to map out where you want to go with it and how you will get from where you are today to where you want to be in the future.

Sell the plan internally – because you’re going to need everyone’s buy in and support in order to capture the right data in the right place so you can access it and analyze it later on.

Create one team for data – big or small.  And make it cross-department so you get input from people that work in areas that can help – don’t ignore finance or customer service or any customer facing unit that can help acquire data.

“Your own data is best – by far.”  This one is critical and something you really need to think about right from the start when you are identifying what data you need and what source is the best one for your situation.  If you use third party sources and append data to your own data – be wary.

For example, I have been using a reputable third-party source for data and have seen some errors that shocked me.  And I caught them while verifying the data myself with the business…

So, is this the type of information that you can take back to your business and start a healthy dialogue?  What else would you like to learn about data – big or small?

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]]><p>&#8220;The phenomenon of big data certainly comes with big promise. After all, having terabytes of data on customer history and behavior is certainly better than trying to extrapolate from just a few data points.&#8221; Read more. mcgrawmarketing&#8216;s insight: Data, regardless of size, can help your business drive greater success.  This post is the first I&#8217;ve...</p><p>The post <a href="http://www.mcgrawmarketing.com/turning-big-data-into-great-customer-experiences/">Turning Big Data into Great Customer Experiences</a> appeared first on <a href="http://www.mcgrawmarketing.com">mcgraw | marketing</a>.</p>http://www.mcgrawmarketing.com/turning-big-data-into-great-customer-experiences/feed/0http://www.mcgrawmarketing.com/turning-big-data-into-great-customer-experiences/