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Marketing without analytics:Is it really marketing?
Written by Jason McNamara, Chief Marketing Officer, Alterian
You can have the best sales pitch in the world, but What is new, however, is the idea that analytics isif you don't know who your audience is, or what greater than technology. You can't just buy athey are looking for, your strategy is based on solution and install it. In reality, effective analyticschance. Wrong message, wrong time means the requires technology to be coupled with apotential impact of your communication is perspective that continually addresses customersdecreased. Marketing - smart, cost-effective as people, and processes that maintain customer-marketing - is about listening to what a specific centricity as the fundamental focus throughoutperson, or group of people are looking for, the organization. With these in place, you canresponding to that need or desire, and converting really begin to understand your customers,them to a "Yes." Marketing is communication and execute marketing programs against everythingcommunication is, by definition, a two-way street. you've learned and ultimately enhance thecustomer experience. AlterianThe connected world we live in gives us a greater Alterian (LSE: ALN) empowers marketers with anaccess and information and allows us to interact According to David Norris, Senior Analyst, Bloor integrated marketing software platform combiningwith customers more than ever before. Most Research, "If you are not using analytics, you are database, online and operational marketing applicationsmarketers have taken advantage of this, and as a really not marketing. Customers expect to be on a shared data infrastructure. The Alterian IntegratedMarketing Platform makes it practical and cost effectiveresult, marketing channels have become treated as individuals, so if you do not know who for marketers to use actionable insight to execute anoversaturated and increasingly complex. The is who and what they expect, and do not get it integrated marketing strategy across online and offlinesolution, however, is not complex. We, as right the vast majority of the time, they will punish channels.marketers, have to communicate with customers you. Analytics is the core of the whole process." It is the unique integration of analytics, content andon their terms, or risk our content being lost and execution through our industry leading tools, such as theignored in the myriad of messages with which In order to be competitive and demonstrate real Alterian Messenger email platform, and the awardeach person is bombarded on a daily basis. value and accountability to the company and your winning Content Management solutions, which enablescustomers, marketers need to develop analytical marketers to drive a seamless, multi-channel customerexperience.Of course, if you're in this business, it's probably skills as standard practice. How can you make thisbecause you're passionate about marketing. happen in your organization? Becoming an Alterian's analytically-led software is delivered toWhile that is still an important aspect of the job, analytics-driven organization has to permeate approximately 1,000 marketing departments, across 26today's economic climate dictates that you spend every level of the organization. The analytics countries, and an international network of more than 100each marketing dollar wisely. More and more mantra has to start at the CMO's office - in fact, business partners, including marketing services providers,agencies and systems integrators. Its partners, such asorganizations are holding marketing departments the entire c-suite. By making this an enterprise- Accenture, Acxiom, Allant Group, Cap Gemini, Carlsonaccountable for ROI on each campaign. wide effort, you will be able to identify people Marketing, Experian, Epsilon, InfoUSA, LogicaCMG,Traditionally, that has been a difficult, if not with the ability to mine the data, and others who Merkle, Ogilvy One and Euro RSCG Worldwide, deliverimpossible task. The difference today is that you can interpret it into actionable insights. By Alterian software alongside their own domain andservices expertise to help market leaders such as Princesscan use analytics to focus that passion, making working together, these groups will have a real, Cruises, General Motors, Zurich, Astra Zeneca, HSBC,the results more effective, efficient and measurable impact on your company's marketing Limited Too, AEGON, Avis, Worldwide Wrestlingr... [download for more]
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