Archive for the WVU Marketing Communications Today Category

Has customer empowerment killed CRM?

Posted in WVU Marketing Communications Today with tags , , on June 20, 2018 by OC Talk Radio

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We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers. In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?

In our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.

Michael recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises where he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.

Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.

Lynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Michael is an adjunct instructor at WVU in the DMC Master of Science program and is pursuing his Ph.D. in Hospitality Management at Iowa State University.

The Value of a Programmatic Media Approach

Posted in WVU Marketing Communications Today with tags , , on June 6, 2018 by OC Talk Radio

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Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeital Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:

  • Programmatic media buying evolution
  • How marketers can strategize and implement programmatic media
  • The importance of transparency
  • How data usage fits in our eco system

Simplifying Social Media Metrics

Posted in WVU Marketing Communications Today with tags , , on May 21, 2018 by OC Talk Radio

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Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, we will cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode’s host is Cyndi Greenglass.

Some of the talking points will include:

  1. Is there a simple way to link social media metrics to business and/or marketing objectives?
  2. What else should be as marketers being thinking about when it comes to social metrics?
  3. What is the biggest mistake marketers still make with social media metrics?

Getting the Full Benefit out of Your Customer Research Data

Posted in WVU Marketing Communications Today with tags , , on May 8, 2018 by OC Talk Radio

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Customer experience has become an intrinsic element of every product and service. Data gathered from user research can inform the design process and provide insight to help teams evaluate the quality of the customer experience once the product goes live.

In parallel, the formalization of roles associated with data science and the advances in technology that enable advanced analytics to have created opportunities for data driven product design strategies. What I wanted to talk about in today’s discussion is the alignment of these two efforts, user research and analytics, and look at these from a systemic point of view that spans the product life-cycle. I thought we could also talk about a few insights gathered from implementation experiences that show practical ways to manage customer data so that you get the most out of the data you collect and retain.

What are some of the guiding principles when gathering customer data?

Throughout this discussion there are two points that I keep returning to. The first is that you need to define what decisions you are trying to make before you begin your research efforts; in other words, plan for how the data collected will help you to obtain the information you need to feel confident in your decisions. The second point is a practical point which is to make sure you know how the data you gather will be stored and how you will be able to retrieve that data and relate that data to other research data in the future.  For example, consider an e-commerce site. You may have customer data gathered during initial product design efforts and then once you go live with the site, web analytic data will be captured that provides insight into customer behavior on the website.

What are some of the other benefits of aligning user research and data analytics?

This is important both for opportunity as well as cost reasons. In terms of cost, some customer research efforts can require staff time as well as setup and operational costs. For example, if you are conducting field studies, there will be cost associated with travel and equipment as well as time spent by staff or consultants conducting the study.

It’s not only important to obtain results from these expenditures but you would also want to avoid having to repeat research efforts unnecessarily. From an opportunity point of view, organizing and storing information strategically enables subsequent use of data after the initial research effort was undertaken. You may want to calibrate the design decision making process later on in the product stage by comparing initial research results with actual product performance once it is released into the marketplace.

What is a good place to start to build you repository of customer data?

There are many strategies for collecting data about your customers. The methodology chosen is often influenced by the stage you are with the product or service. And quite frequently now, the capabilities of the technology used to develop and maintain the digital products.

To illustrate this, I’ll describe an example product development timeline and the associated user research efforts that typically take place along these well-known product milestones.

Data at the Crossroads of Congress and Ethics

Posted in WVU Marketing Communications Today with tags , on April 25, 2018 by OC Talk Radio

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There’s a classic divide between Washington, D.C., and Silicon Valley. Tech companies speak a different language and are moving at light-speed. Rachel Post, a former business journalist in Silicon Valley and former VP of Branded Content at Guardian Labs US, explores the boundaries and intersections of data and ethics.

Many media outlets have their own proprietary analytics software to track exactly where people click on a page, how far they scroll, where they go next and where they came from…allowing for real-time shifts in headlines and photos to meet the immediate demands of reader interests. The user experience is crafted on the spot by algorithms and technology.

From Facebook to autonomous vehicles, we’re navigating the ethics surrounding data collection real-time as new technologies and ways of collecting data are invented. It goes beyond what data is collected – to how it’s collected, who collects it and has access to it and where it’s stored.

Living Comfortably with Data

Posted in WVU Marketing Communications Today with tags , , on April 11, 2018 by OC Talk Radio

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Our host, Lee Silverman welcomes Mark Tietbohl. He is a growth strategies advisor and change catalyst at Growth Strategy Advisors. Topics today are about getting comfortable with data.

There is a great deal of data eveywhere today. So much so, that most organizations wanting to start the data driven decision process can easily become overwhelmed. There are numerous studies that show that companies that drive decision with data experience greater growth than those that do not.

But the key to doing this well for the long haul is to start with a “less is more” approach. Getting comfortable with data requires that you choose initially what matters to you rather than drinking from the firehose.

Some of the questions they’ll cover include:

  1. What are the dangers of collecting too much data too soon?
  2. Data and technology makes it easier to change direction for marketing today. Is this a good thing?
  3. Are there downsides of data driven approach?
  4. If you are not a currently a data driven decision making organization, how do you get started?

In addition to serving as an adjunct instructor for Web Analytics/SEO and Mobile Marketing in the IMC program, Mark Tietbohl is currently engaged in providing marketing and business development strategy support to technology industry clients.