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February 11, 2009

Marketing ROI:

Measurement, analytics and accountability
IN THIS ISSUE
 Using Your Data to Know Your Customers
 Trying different promotional messages boosts ROI
 Social Media Metrics Vary Based on the Community
 For Better Results, Get Personal in Search Marketing

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Using Your Data to Know Your Customers

By Jeff Gilleland and Karen Heath

Customers change. Life stages change. So why are marketers sending the same static messages? SAS’s Jeff Gilleland and HP’s Karen Heath discuss the value of combining information from across an organization can result in a fuller – and therefore better target-able – view of a customer. For their insights, click here: directmag.com/roi/0211-using-data-customer-relations

Trying different promotional messages boosts ROI

By Grant A. Johnson

Grant Johnson, CEO of Johnson Direct, offers an essential message: Despite marketers’ resistance, there is no substitution for testing. For his simple, eloquent argument, click here: promomagazine.com/mag/0201-promotional-messages-boosts-roi/index.html

Social Media Metrics Vary Based on the Community

By Beth Negus Viveiros

David Carter, chief technology officer and co-founder of Awareness, and Mike Lewis, Awareness’s vice president of marketing, discuss the best way to measure the effectiveness of an online community. For their thoughts, click here: chiefmarketer.com/disciplines/online/0203-community-social-media-metrics-vary/index.html

For Better Results, Get Personal in Search Marketing

By Michael Kahn

Finally, can personalized search – which serves up customized content to individuals – be used for marketers’ advantage? Michael Kahn, senior vice president of marketing at Performics thinks so, and makes his case here: chiefmarketer.com/disciplines/online/0210-personalization-search-marketing/

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