Elana Anderson

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 the seemingly slow pace at which marketing software has evolved to date. After all, as scary as it may be,...

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 afford to simply act as a bullhorn pushing the product du jour or blasting cross-sell and up-sell offers. Marketing experts have...

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 customers on an individual level. In my early days in the industry, I worked primarily with marketing groups leveraging offline...

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 into one-way communication streams in which the customer's needs are minimized while CSRs focus on pushy "retention," cross-sell, or upsell...

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 Responsys, seeks to help marketing organizations assess and address the barriers that prevent them from being more customer-focused, relevant, and...

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 certainly no silver bullet, marketing organizations are turning to technology to help them: Automate. As marketing organizations seek to deliver more...

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 your new loan? This happens because financial services companies are purchasing "triggers" from credit bureaus that indicate you have had...

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 "batch n'blast", whatevah) marketing. I find that while marketers intellectually agree that more targeted, timely, and relevant email communications will...

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 chosen title was not aimed at changing reporting relationships. Rather, the emphasis and urgency we sought to establish was recognition...

“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 the last several years I have worked from my home office 2-4 days a week. In recent months, the number...

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 Robert several years ago when he was getting the company's email programs off the ground. Robert shared with me some...

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 and social networking can have a tremendous impact on how your company is perceived. But it's a lot like herding...

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 over time. Marketers agree that they want to deliver more relevant and timely communications, establish a two-way dialog, and generally...

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 to wait while I dealt with matters related to my pocketbook. But, here I am and I simply couldn't resist...

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 continue managing the Company's marketing efforts on a regional basis. In connection with that decision, Randy Wagner, Chief Marketing Officer...

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 Hall, Avinash Kaushik, Judah Phillips, and I participated in several taped panel sessions that focused on how to best leverage...

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 retention that is not profitable to reach? I've talked with a lot of marketers about this question and, frankly, there…

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 the marketing crud – you know, the start up gobbledygook and free trial software – I fell in love with...

“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 raised (I'll summarize from the comments): T-mobile birthday card (with balloon): Described as an "expensively produced standard letter," the birthday greeting...

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, the New York Times published an article about Catalog Choice which got me thinking about the catalog industry. This new...

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