Elana Anderson
Elana Anderson
Unica Corp.
Elana Anderson is vice president of product marketing and strategy at Unica Corp.. A highly regarded marketing software expert, Anderson previously served as vice president and research director of the marketing practice at Forrester Research. Prior to Forrester, Anderson was a strategy consultant and systems integrator for nearly 15 years.
What Will Campaign Management Be Like In 2020?
I was recently asked what I thought Campaign Management software would be like in 2020. My quick (and somewhat flip) answer is to bemoan...
Next-Generation Campaign Management: Engage Your Customers
Campaign-management technology has long been associated with the creation and deployment of outbound marketing campaigns. It's time to change that. Marketing can no longer...
Online Marketing Isn’t New Media, Anymore: Fusing Marketing’s Parts Into One Whole
For nearly the past 15 years, my career has been focused on helping marketers leverage data to better understand and more effectively market to...
Customer Service Is a Crucial Marketing Channel
I realize that the title of this post already has some customer service gurus cringing. No, my point is not to turn service interactions...
My Latest Research: Marketing Beyond the Status Quo
I am very excited to announce the launch of my latest research, "Marketing Beyond The Status Quo." The research, sponsored by my friends at...
Technology’s Role in Differentiating Customer Experiences
Marketing organizations are contributing to customer experience initiatives by working to deliver more relevant content in both outbound and inbound channels. While technology is...
Recalibrating the Meaning of “Relevant”
Have you ever refinanced your mortgage only to be bombarded by offers to lower your mortgage rate for six weeks after you closed on...
CPM Pricing Is To Blame for Bad Email Marketing
One of the issues I am currently working on is to understand what it takes email marketers to move beyond "fire and forget" (or...
Walking in the Customer’s Shoes
In 2004, a Forrester colleague (John Ragsdale) and I published a report which we notoriously titled, "Why Marketing Should Own The Contact Center." Our...
“It Is URGENT That You Give Us a Call … “
Have you noticed an uptick in the number of robot marketing messages that you are getting? I have and it's making me crazy! For...
Demonstrating the Brand Value of Email
I had the opportunity to catch up with Robert Raines, VP of Product Management & Creative Services at E-LOAN last week. I first met...
How Can Marketers Harness the Social Web?
This month's CustomerThink topic focuses on how companies can leverage the social web to drive business results. Here's the topic description: Blogging, word of mouth...
What To Expect From Your Web Analytics Tool (Web Analytics Series, Part 2)
In my post just before the holidays, I shared a framework to help marketers think about how web analytics contributes to data-driven marketing effectiveness...
Marketers, Welcome to 2008!
I hope everyone had a wonderful Holiday Season! My 2008 is off and running at a fast clip and, once again, the blog had...
What Does [Should] a CMO Do?
In its quarterly SEC filing, Orbitz announced that it has (also see related AdAge article): "...decided to eliminate the global Chief Marketing Officer position and...
Web Analytics Needs To Grow Up (Web Analytics Series, Part 1)
Last week I was privileged to spend the day in the company of several thought leaders in the field of Web Analytics. Dr. Alan...
Five Steps To Understanding Customer Retention
I recently responded to a question from a network that I participate in. What is achievable customer retention and is there a level of customer...
How (Poorly) Integrated Marketing Impacts Experience
I recently treated myself to a new laptop. A Sony Vaio - it's chic, sleek, and tiny. After I got rid of all of...
“Relationship” Marketing
My post earlier this week generated a lot of discussion about misguided attempts at relationship marketing. Here are some of the examples that were...
Catalogers, Green Is In!
I don't know about you, but now that the holiday season is upon us, my mailbox is literally overloaded with catalogs. On October 18,...