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A Marketer’s Guide to Analytics: Using Analytics to Make Smarter Marketing Decisions and Maximize Results
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By SAS
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Everybody’s talking about customer analytics and how they can help companies market more effectively. But for many marketing professionals today, there’s a gap between theory and execution – and it’s getting wider every day. This paper is designed to give managers and other marketing professionals an introduction to applying analytics to marketing so you can significantly improve outcomes. It explains not only why you need to make this shift to analytically driven marketing strategies and plans, but also how you get started and what kinds of tools you need to develop and execute plans. You’ll learn about building an analytical framework for marketing that will help you.
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September 2011
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He’s Not Like the Other Kids: The Power of Differentiation
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By The Russo Group
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Lets be honest here, when you are standing in front of the 100s of different shampoos on the shampoo isle at the store trying to determine which to purchase, what are you really thinking about? Did you spend time at home researching shampoos to find the best choice for you? What do you actually base your decision on? When most of us are faced with deciding between seemingly homogeneous products, we base our purchase decisions on differentiation created through branding. We don’t have the time or energy to become truly informed purchasers on products as cheap and indistinguishable as shampoo. We have no idea what the chemical differences between the products are. All we really have are brands.
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September 2011
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So social media is changing the art and science of public relations so fast your head is spinning. It all may be second nature to kids with freshly minted degrees and new agency or corporate jobs. But if you’re a PR professional just a few years older than that, you may be dizzy. Luckily, this is the eBook for you.
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September 2011
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Airlines clearly have a financial incentive to maximize revenue through their direct Internet channel. The friction between airlines and distributors will continue, as carriers try to regain control over customer relationships and encourage travelers to use the less expensive distribution channels. One powerful way to increase customer loyalty and services is for carriers to become Internet travel retailers. To execute on this vision, airlines must take ownership of the entire vacation planning process and integrate complementary services into the airline booking path. Traditional outsourcing to third party tour operator specialists does not allow the airline to take control of the customer relationship, and prevents cross-sell and up-sell opportunities along the booking path. White label solutions also relinquish controls, often to the very OTAs who compete with the carriers. Airlines should consider a technology solution that provides a robust multisource framework to add hotel and dynamic packaging capabilities that can be controlled through an easy to use rules engine. The technology solution must be flexible enough to integrate with airline systems and meet the airline’s specific requirements. Ultimately, airlines can gain a greater share of a customer’s wallet by embracing online retailing and working closely with other travel suppliers to execute customized vacation planning on their website.
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September 2011
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Some 83% of American adults own cell phones and three-quarters of them (73%) send and receive text messages. The Pew Research Center’s Internet & American Life Project asked those texters in a survey how they prefer to be contacted on their cell phone and 31% said they preferred texts to talking on the phone, while 53% said they preferred a voice call to a text message. Another 14% said the contact method they prefer depends on the situation. Heavy text users are much more likely to prefer texting to talking. Some 55% of those who exchange more than 50 messages a day say they would rather get a text than a voice call.
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September 2011
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The Psychology of Sharing: Why Do People Share Online?
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By New York Times
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A first-of-its-kind inquiry into the motivations behind why we share. Understanding the motivational forces behind the act of sharing will help marketers get their content shared.
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September 2011
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Driven by Smartphone and tablet adoption, and increased consumption of mobile content by consumers, mobile advertising has taken hold and is positioned for further rapid growth. In June 2011, Gartner projected that the worldwide market for mobile advertising would double from $1.6 billion in 2010 to $3.3 billion. This guide is designed to help automotive marketers plot a successful course with their mobile advertising strategies
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September 2011
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eCommerce for retailers has been around for 10 years but has yet to reach a high degree of maturity at all levels in the industry. The quality of customer experience varies widely from excellent to abysmal and all steps in between. If you consider the growing effects of consumer‟s social interactions and the use of mobile devices for multitude of things beyond making phone calls then it becomes clear that retailers have work to do to keep up with customer needs and expectations.
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September 2011
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It’s been one of the most consistent conversation pieces over the past year: tuned-in MDs commenting on the somewhat confused state of B2B communication. It’s changing, everyone feels it, but how? And why such a Grand Canyon sized gap between enticing ‘pull’ B2C campaigns and the somewhat dull hard-sell ‘push’ tactics oft-used for B2B?
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September 2011
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The Economic Pulse of the World
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By Ipsos
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Citizens in 24 Countries Assess the Current State of their Country’s Economy for a Total Global Perspective
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September 2011
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Strategic Innovation is the creation of growth strategies, new product categories, services or business models that change the game and generate significant new value for consumers, customers and the corporation. This paper describes a holistic, multidisciplinary framework that enables organizations to take a strategic approach to innovation.
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September 2011
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The Growing Hispanic Population Means Big Business for These 7 Sectors
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By IBISWorld
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As the nation’s Hispanic population surges, so too does their respective buying power. IBISWorld expects these seven sectors to benefit the most.
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September 2011
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Building the New Leader: Leadership Challenges of the Future Revealed
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By HayGroup
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Leaders of the future will need to be adept conceptual andstrategic thinkers, have deep integrity and intellectual openness,find new ways to create loyalty, lead increasingly diverse and independent teams over which they may not always have direct authority, and relinquish their own power in favor of collaborative approaches inside and outside the organization.
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September 2011
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Gridley’s Guide to Digital New York is a unique and comprehensive report for investors, buyers and entrepreneurs looking for one place to quickly get up to speed on New York’s exciting, explosive digital ecosystem. In addition to this report, we have designed an “easy to use” website that lays out the information in this report (and more) in a fun, creative way.
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September 2011
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Beyond Mobile Banking: It’s Time to Stake the Claim for Mobile Payments
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By Fiserv.
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Rapid technology advances and consumers’ growing desire to use their mobile phones for payments activities have set the stage for a shift in mobile financial services. The industry is in a period of transition during which consumers will move day-to-day financial activities to the mobile channel and the channel will mature from informational to transactional. Financial institutions are well-positioned to capitalize on the promise of this transition – namely, more transactions, more revenue and more loyal and profitable customers. However, financial institutions have their work cut out for them as an increasing number of non-traditional players have entered the mobile payments game. Banks and credit unions do not have to wait on the sidelines, but should make their move now by introducing consumers to mobile bill payments and person-to-person payments before moving on to support remote merchant payments and then mobile payments at the point of sale.
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September 2011
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A Guide to Managing Social Media for News Sites and Media Organisations
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By eModeration
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This paper looks at how media organisations use and manage online communities. It‘s worth stating that it doesn‘t specifically address how news organisations use social campaigns to market themselves, but focuses on how best to engage and manage users within ‗owned‘ communities (forums, comment sections, Facebook pages and Twitter feeds).
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September 2011
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Social Business Readiness: How Advanced Companies Prepare Internally
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By Altimeter Group
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Social media crises on the rise – yet most companies are ill-prepared. Companies are quick to deploy the latest social media technology, yet most have not prepared for the threat of social media crises, or long-term effects on business. While the incidence of social media crises is on the rise, we found that more than three-fourths (76%) could have been diminished or averted had companies invested internally.
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September 2011
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Mobile and Tablet Shopping Demystified: Adoption and the ROI of Business Case
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By Aberdeen Group
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Between July and August 2011, Aberdeen surveyed 300 enterprises (80 are retailers and consumers market companies) to assess the consumer, process, and technology factors that are shaping the roll-out and gradual expansion of existing mobile and tablet shopping initiatives. This Analyst Insight details business and customer success cases, and forward-looking roadmaps that are likely to define this space in the coming months.
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September 2011
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A Statistical Review for the Retail Industry: Strategies for Effective Facebook Wall Posts
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By Buddy Media
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This statistical review, powered by Buddy Media, is designed specifically to help retail brands lead, maximize and leverage their Facebook presences to connect with consumers. This study tracks the key variables that influence the performance of retail brand Posts. In particular, we focus on the two variables of most concern to retail brands - WHEN retailers should post, and - WHAT content to post. The findings highlight key strategies retail brands can implement when posting to their Walls in order to stay on the top of the Facebook News Feed, such as when to post, how frequently to post and how best to incorporate attachments. The data and Post strategies in this statistical review are specific to the retail industry.
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September 2011
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With leaders of multinational organizations embracing socially responsible practices as good business strategy, nonprofits taking a page from the for-profit playbook to drive results and a socially conscious generation coming of age, we’re seeing new energy and increasingly innovative initiatives in the area of social good. This report explores how macro trends—including the call for radical transparency, rapid urbanization and advancements in technology—are influencing social good initiatives across the globe. For instance, expect less “goodwashing,” more creative strategies for urban renewal and corporations embracing “shared value.”
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September 2011
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Volusion's Social Commerce: Boot Camp - Feel the Burn in 60 Minutes
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By Volusion
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A presentation explaining how to use social media for small business.
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September 2011
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Driving Engagement: Research Into the Factors that Determine Success in Online Video Advertising
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By Tribal Fusion
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Digital video advertising has long been a great hope for the digital industry. Since the rise of YouTube in 2005, agencies, providers, and advertisers themselves have looked to video formats to combine the high impact of TV executions with the interactivity and measurability of online and drive further growth in the sector. Tribal Fusion’s Firefly Video format was built for this purpose and after a year in the market it has been used by more than 50 brands across the full breadth of industries. We can now report on how video engagement rates differ across many criteria and reach conclusions about just what makes an effective campaign in terms of video and that other great hope: engagement. This paper explores how user engagement rates with this type of next-generation video ad format vary by time, day and month, and by industry and channel. It also analyses the frequency with which Firefly Video users have shared ads via social network sites - one possibility of the unit, as well as how data shows that video engagement formats have real impact at the early stages of a user’s journey from awareness to acquisition.
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September 2011
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Luxury Brands in Social Media: How to maintain the allure of luxury online
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By Synthesio
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One of the main problems for luxury brands on social media has been the classic problem of who they are addressing, exactly. For luxury brands, being online is not necessarily an effort to maintain contact with their customers. Rather, it is a manner of rendering their products that much more exclusive, because millions of people can talk about them, but only a select few can actually buy them. The communities that a brand addresses online, then, are not communities composed of clients – for the most part – but communities of brand advocates.
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September 2011
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Consumer Spotlignt: Focusing on Using live Events to Connect with Different Demographics - Spotlight on Hispanics
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By SPN Sampling
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The Hispanic population now numbers 50 million, making Hispanics the largest minority population in the country. The population rose by 15 million in the last 10 years, representing a growth rate of 43 percent. Hispanic youths now account for nearly 25% of the country’s population under the age of 17.
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September 2011
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Man’s desire to communicate is as old as man himself, and even today, very few needs are stronger. The invention of communication devices such as the telegraph, the telephone, and particularly the mobile phone have affected how people live in ways that almost no one could have anticipated. Another requirement almost as old as the need to communicate is the need to exchange things of value— commerce. Just as methods of communication have evolved over time, so have the methods and tools of commerce, from the development of commonly accepted currencies and the establishment of banks, to the evolution of today’s complex and robust payment networks that can validate and authorize transactions across thousands of miles in seconds.
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September 2011
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