Using Paid Search in an Omni Channel Marketing Strategy
Originally posted on BuyerGenomics. What follows is a deep dive by the Head of Strategy for Endai, Damian Bergamaschi, on how to use paid search in an omni channel marketing strategy. Key Takeaways: Don't look at the aggregate CPA. It is not reality. Look at your...
Drive Your Buyer’s Lifecycle, Increase Revenue and Retention
The process of acquiring and sifting traffic into engaged, and ultimately people that buy from you is critical to your customer acquisition efforts. Managing your “audience” is often referred to as the early stages of the “Customer Journey.” In this column, we’ll...
Customer Value: Narrowcasting vs. Broadcasting
Virtually every brand we’ve met with in the last few months is hungry for new customers, the war for the customer is on. For more on growing your customer base, consider reading “Bigger is Better, How to Scale Up Customer Acquisition Smarter” an article we published...
The Most Important CRM Metric You Might Be Missing
Virtually every organization we have worked with in the past year is working on managing, improving, or optimizing their relationships with customers. This work falls under the umbrella term “Customer Relationship Management” or “CRM.” It is, of course, the oldest...
Bigger is Better — How to Scale Up Customer Acquisition Smarter
While we’re all focused on delivering our holiday plan, every CMO I’ve spoken with in the last 3 months is focused on the same things. In 2016 “we need to achieve greater scale” --in other words, to get bigger. It would seem for sure, bigger is better. Bigger is the...
Marketing Machines — Possible or Pipedream?
True data-driven marketing is still “just a dream” for many marketers, rather than a reality. Under this vision, systems data mine autonomously, and present fresh actionable insights at your desktop in the morning. For about 99% of marketers, this may sound too good...
Analytics Isn’t Reporting
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...
Channel Collaboration or Web Cannibalization?
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...
Omnichannel Customers Are 2x as Valuable — How to Make Them Yours
With so many trying to sort out an "omni-channel" marketing strategy, I thought it would make the most sense this month to provide some structure around what it is, the best way to take the "buzz" out of the term, and provide a framework for thinking strategically...
Data Athletes in Modern Organizations
Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has evolved during the many years I have been involved with training and developing exceptionally smart creative analysts. These professionals have a high...