DMA's Annual Global Event for Data-Driven Marketers

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What does color say about YOUR brand?

See how brand colors can affect sales and customer satisfaction rates for not only your brand, but even brands like Walmart and Target!

In her latest article for DM News on Color Psychology and Sales, DMA2014 speaker Jeanette McMurtry outlines some fascinating research on how a brand’s color palette can impact sales and customer satisfaction. Read all about it, HERE!

Whether your brand is red, blue, pink or purple and anywhere in between, you will gain some insights as to how your color palette could be impacting your sales and customer satisfaction rates!  Call Jeanette anytime if you’d like more information on Psychology Based Marketing and custom workshops to help your brand get emotionally relevant through color, persona, messaging, engagement and much more.

Jeanette will be speaking on this and other psychology based marketing topics during her presentation: Triggering the Unconscious Mind for Unthinkable ROI on Tuesday, October 28 at 3:15 PM.

Register today and we’ll see you in San Diego!

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DMA to Showcase Marketing ‘Genius’ in Fast Forward Session  

The DMA International ECHO Awards – which will be bestowed Tuesday night (Oct. 28) at a gala hosted by Chris Hardwick – reflect the world’s best and brightest in data-driven marketing. For the first time in (at least recent) DMA Conference history, three campaigns from among the winning entries will receive their own airing ahead of the award ceremony.

No one knows what these campaigns will win – but each is so compelling, that the conference program couldn’t wait.  We sat down with session moderator, Brad Epstein, marketing strategist and consumer healthcare consultant, who is a member of the DMA International Awards Board of Governors.

DMA:  The Fast Forward session is titled “Data-Driven Marketing Genius: Google, Xerox and an International Film Festival.”  Are there similarities between the winning campaigns that caught the judges’ collective attention?

Brad Epstein:  Absolutely! The ECHOs seek out breakthrough strategy, irresistible creativity and outstanding results. Nail all three and word gets around among the judges.  That’s exactly what happened this year with these three campaigns.

DMA: All of the top entries seem to have a “Wow!” factor — is that “wow” mostly in strategy, creative or response, or combination of all three?

Epstein: Different judges have different “wows.” Some judges go straight to the produced tactics to be wowed because they believe the magic is in the execution. Some like to read the market situation and strategic approach first and get wowed by an unexpected approach to an old problem. The results can provoke a “wow” too – because if a reported result matches up to the judges’ scrutiny, it definitely can generate attention.

 DMA:  What “takeaways” will attendees get from the Fast Forward Session, “Data-Driven Marketing Genius: Google, Xerox and a Foreign Film Festival” (Monday, Oct. 27, 11:45 am PDT) [To click on the link, a free registration with Vivastream is required.]

Epstein:  Inspiration and ideas you can take back to the office! You’ll see two incredible examples of omni-channel marketing that delivered an amazing ROI and the most extraordinary mobile marketing campaign I’ve ever seen!  The judges were astounded.

And here’s a sneak peek in the video above!

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The Next Generation of Talent

Terri Bartlett is the President of Marketing EDGE,  a nonprofit organization whose mission is to Educate, Develop, Grow, and Employ college students in the field of marketing. We sat down with her recently to chat about the session she’s leading at DMA2014’s Strategic Summit later this month, and took back some amazing insights on The Next Generation of Talent: What Marketing Organizations Require Today & Tomorrow. Terri and a panel made up of human resource leaders and a leading academic will discuss the challenges  of the talent requirements needed in the marketing field, while also taking a close look at the characteristics organizations must have in order to be attractive to employees of all ages.

Check out the full interview above for more great insights from Terri– like why she views flexibility as an absolute MUST in today’s constantly changing marketplace.

To learn more about the invitation-only Strategic Summit and Terri’s panel, click HERE.

To see if you qualify for a complimentary pass to the Strategic Summit, click HERE.

To register for DMA2014, click HERE.

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Predictive Marketing, Digital Intelligence, & Today’s Consumer

Suneel Grover is a Senior Solutions Architect of Marketing Analytics, Visualization, & Customer Intelligence at SAS—and he’s speaking at DMA2014 later this month on a whole bunch of hot topics. Analytics, Digital Intelligence, Experience Management, Business Communication… the list goes on! Check out his post below for a sense of what insights Suneel will bring with him to DMA2014, and then register for the show so you don’t miss out on the real thing!

Suneel is speaking as part of our Analytics, Digital Intelligence, & Experience Management Pre-Conference Workshop on Saturday, October 25th and Sunday, October 26th. He’s also addressing the Fundamentals of Marketing in a session titled  Marketing Analytics, Business Communication, and the Art of Interpretability.

Haven’t registered for DMA2014 yet? We’ve got just the right incentive. We’re offering a special registration discount to all of our loyal blog readers: Enter code AN610 when registering and you’ll get $300 off 2-day packages and above. Get to it and register today!

Today’s Consumer

Today’s consumer can access an increasingly wide range of media and online information in addition to their traditional offline shopping behavior. Due to the falling costs and increasing availability of smartphones and mobile devices, they are also exploring digital channels and mobile apps. This is driving multi-channel experiences and diversified media usage – often in parallel with higher expectations regarding their personal needs and preferences.  As a result, consumer marketing is becoming far more complex and time-dependent. The structures, processes, and systems currently in place in many companies are not able to deal with this omni-channel phenomenon. Valuable information is either lost not fully exploited – primarily due to the absence of central data management and control.

Digital Intelligence Enables Predictive Marketing

We are living in the age of the consumer, where consumer obsession is the new frontier of competitive differentiation — scaled and fueled by insights. Traditional web analytic practices cannot deliver the necessary digital insights to optimize the experiences of the newly empowered consumer. Today’s data-driven marketers must extend their digital analytic practices far beyond the limitations of web analytic practices to address:

Fragmentation of channels – Consumers who cross touch-points insist on harmonized outreach across these channels, raising the bar for marketing execution and analytics. Although the Web remains important, it no longer tells the entire consumer interaction story. Mobile, social, and video engagement continue to grow at a significant rate.

Multi-device consumers – In the United States, half of all online adults are “always addressable,” meaning they own and personally use at least three connected devices, accessing the Internet from various locations multiple times per day. To understand these consumers and the context of each interaction, marketers require analytics that provide transparency on users’ devices, locations, usage patterns, and preferences.

Predictive marketing analytics – With the increasing velocity of consumer interactions, marketers must complement traditional strategic analysis capabilities with advanced predictive analytics. Current web analytic methods produce isolated, backward-looking reports and dashboards, often delivering insights that are too late and lack clear actionability. In today’s digital world, you must be able to keep pace with your consumers and react to trend-shifts in consumer behavior.

As defined by Forrester Research, the term “Digital Intelligence” means:

“The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.”

If you notice, I underlined the word digital within the quote above. If you remove it, doesn’t this definition look very similar to any marketing department’s analytic mission statement over the last ten years? The only thing that has changed is the digitization of society. As marketing organizations become more familiar with the opportunity of digital intelligence, senior business leaders will direct web & customer analytic teams to work together. However, in many cases, these projects will struggle to get off the ground due to a clash of approaches & culture. Obstacles will include:

Data types – Structured vs. unstructured data streams, known vs. anonymous audiences

Skills – Data scientist/data miner vs. web geek/digital analyst

Analysis – Advanced analytics vs. “good enough” analytics

This cannot be understated. The intersection of advanced analytics and digital analytics has arrived, and the resources who support both of these areas will need to work together. It is long overdue, but change is not easy.

Web (and social) analytics have typically supported descriptive and diagnostic analysis (i.e. What happened?). Digital intelligence aims to address predictive and prescriptive analysis (i.e. What will happen? How can we make it happen?). To begin on this journey, organizations will need to rethink how they collect data from digital sources (first party vs. third party), normalize digital data for the downstream purpose of predictive analytics (and not simply summary reports and dashboards), and subsequently execute on the promise of prescriptive marketing processes through optimized outbound and inbound interactions.

Interactions with consumers cannot be dictated by silos, but with an integrated decision-centric approach that enables the understanding of constantly-changing consumer behavior to bring insights in line with the structure of the corporate mission. By balancing analytic insights, business rules, and data-driven actions, modern marketers can be more agile operationally in consumer contact situations. Ultimately, the customer experience is the priority, and our ability to be relevant and adaptive at the pace of the consumer will differentiate us from our competition.

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It’s our mission to save Downton Abbey!

Those who follow the show know that in the fictional English countryside, the future the Crawley family home and its surrounding village rests on changing business practices. The new generation just can’t do things as they’ve always been done or they risk everything.  At WGBH, Boston’s public media organization, we face much the same challenge.

If we don’t continue to evolve our marketing practices and supporting technology, we risk declining revenues and shrinking audiences that could ultimately result in fewer programs produced. That in turn risks other public media stations’ ability to raise funds in their local market because, in addition to MASTERPIECE, WGBH produces over one-third of the PBS prime-time schedule.

People have many choices when they contribute to their public media station. They can respond to direct mail, call in during a pledge drive, set up a sustaining gift or even donate their car. Our challenge was that we needed multiple systems to track many of our interactions.  Worse, we were too easily creating duplicate donor profiles and couldn’t easily see how some donors interacted with us overall. A person who donated a car may be the same person who called in to donate during a science program, but if we couldn’t resolve those actions to a single person, it was difficult to really leverage that information.

So we took action. We started with roundCause built on a Salesforce platform and then added RedPoint Global.  We now have a technical ecosystem that not only stores our information, but allows us to truly drive strategy and manage our program. By having a single view of each constituent, we have a better understanding that a single person may watch Arthur in the morning with their child and then listen to our classical programming during the day. We can then market to that person appropriately.

So far the results have been fantastic. Immediately upon combining all of these tools, the RedPoint tools and team helped us identify 80,000 duplicate donor accounts.  Cleaning them up is saving us $100,000 in annual mailing costs. And, in our first year with the new technology, our member renewal rate is up 10% while renewal giving is up 11%.  These are solid results and we look forward to more as we fine-tune our systems and our messaging.

Hopefully, this means you’ll be able to see more of how your favorite residents of a beautiful Yorkshire country estate are getting on.

Intrigued by the insights above? Join George Corugedo, CTO and Co-founder of RedPoint Global Inc. and CateTwohill, Director, Technical Product Development at WGBH Educational Foundation for a special session about how Big Data Helps Keep Downton Abbey Alive for Its Fans. It’s going down on Monday, October 27th from 2:45-3:30pm as part of Nonprofit Day at DMA2014! Register today and secure your spot at the hottest marketing conference to hit San Diego this fall.

Just as importantly, don’t forget that Season 5 of MASTERPIECE’s Downton Abbey begins on January 4th on your local PBS station!

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Location-Based Marketing: What’s It all About?

I recently sat down in NYC’s beautiful Bryant Park with DMA2014 speaker Bill Borrelle—SVP of Brand Strategy and Integrated Marketing Communications at Pitney Bowes. Bill is leading a very special Fast Forward session in San Diego this fall titled Contextual Marketing 2014: The Power of Location Intelligence Data. If you aren’t as familiar as you’d like to be with location-based marketing technology products and solutions, check out the short clip above and hear Bill explain what location data applications are and why they are so important to today’s marketers. In the clip, he differentiates between “location” and “location intelligence,” noting the former is simply the geo-location of where a person is on a map. But what you really need to know as a marketer, Bill argues, is the latter—what storefronts are near that person? It’s one thing to know where a customer is on a map, but it’s more important to know that the person is close to a Starbucks or Verizon store, so that marketers can target you based on your proximity to their stores.

Ultimately, there’s a wealth of information we can learn about our prospects and customers if we know their location and the pattern of places they travel on a given day or in a given week. To find out more about how to capitalize on this type of data, watch the video above and join Bill on Day 1 of the Main Conference (Monday, October 27) from 11:45-12:30 PM for his session. Not registered for DMA2014? Secure your spot at the Global Event for Data-Driven Marketers today!

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Stop Marketing to Just 10%!

We’re super excited to welcome Jeanette McMurtry, Principal at e4marketing, back to DMA2014 as one of our Fab5 speakers! In her wildly popular session, Triggering the Unconscious Mind for Unthinkable ROI, Jeanette will discuss psychological principles and theories that all marketers must know in order to thrive in our customer engagement era. Don’t miss tons of great insights and mind-blowing research on Tuesday, October 28 at 3:15pm. In the meantime, take a few minutes to read the post below, which Jeanette put together as a teaser of what’s to come in San Diego later this month! Not registered for DMA2014 yet? What are you waiting for?! Register today and secure your spot at The Global Event for Data-Driven Marketers—trust us, you won’t regret it.

Stop marketing to just 10%!

Science suggests that 90% of our thoughts and actions are driven by our unconscious mind.  Yet marketers, and yes that includes you, keep marketing to the other 10%.  

By marketing to consumers’ conscious minds, we simply set ourselves up to fail.  For one, consumers are highly distracted with constant access to online channels and tools like Facebook, Twitter, InstaGram and much more.  Research shows we consciously check our phones every 3 minutes, thus checking out of whatever we are supposed to be focusing on at any given moment. 

For two, our unconscious mind makes a judgment in mere seconds about marketing messages, brand iconology, and other stimuli and sends a signal to our conscious mind to engage or disengage.  By not sending the right messages to the unconscious mind, chances are your message is not getting noticed or acted upon.

To succeed, you need to know how to apply Freud’s theories on personality and denial; Jung’s archetypes and individuation studies; influences such as authority, social proof, rewards vs. loss and much more.   For example which personality within each customer drives the decision to purchase?  The ID, EGO or SUPER EGO, and how do you break through to that level of a customer’s thinking in order to get attention and influence behavior?  We also need to cater to consumers’ affective systems, or their outlook on life be it optimistic or pessimistic.  When marketers appeal to the wrong one, they not only miss an opportunity to boost sales, they often repel potential customers from their brand.

Beyond social psychology, religious psychology presents mission-critical strategies for brands in all industries for inspiring devotion and evangelism that will boost loyalty, sales and referrals. 


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