Big Brother’s Lessons for Marketers

With the spotlight on the NSA wiretapping programs and the smell of Big Brother still fresh, it’s worth reviewing a bit about those who have the most data, are best at using that data and have the most to gain from data. I am not talking about you, Uncle Sam, I am talking about you, the data-savvy marketer.

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Nailing the Triple Play

As marketers, we use web, video and mobile strategies to reach our customer base. But what if you’re the provider of one or even all these services? While most marketers are focused on leveraging these channels for consumer engagement, top cable and telecomm providers are out there selling the very platforms that marketers depend on.

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It’s Not You, It’s Me: Marketers Giving Automation the Brush-Off

The appeal of automation makes sense: in a time where marketers are held to high standards and spread thin across an increased workload, anything you can set and forget is a welcome time saver. What companies didn’t predict, though, was how much time is attached to establishing automation. And while there are risks involved in automation’s perceived easy button, companies are still embracing it in droves. So how do marketers keep from blowing it?

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Marketing Needs the 5th P

Why Payment Now Belongs with Product, Price, Place and Promotion as a Key Decision Lever
Since the 1960s, - the smartest of marketers have developed an offer taxonomy based on the 4 Ps—product, price, place and promotion. For years these 4 Ps have helped us marketers measure, classify and optimize different offers against one another based largely on these trigger points, allowing for an organized and optimized marketing mix that drives revenue with the most efficiency. And that taxonomy-- or process of determining how all the offers from brands should be broken down into distinguishable pieces, has held its grip on the marketing industry.

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Facebook Digs Deeper into Privacy Concerns

According to a post in the September 23rd issue of the Financial Times, Facebook is partnering with a “controversial” data company called Datalogix that can “track whether people who see ads on the social networking site end up buying those products in stores.” Of course, this announcement has raised concerns with privacy advocates who have continually been concerned about marrying online profiles and presence with offline data since the purchase of Abacus (a Datalogix competitor) by Doubleclick (an online ad-serving company later bought by Google) in the late 90s.

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5 Reactions to Facebook’s “Page Post Targeting Enhanced”

Facebook creates so much news that it’s easy to miss a new set of features aimed at marketers- even when those very changes can have big implications on how brands speak to you on the social platform. Last week, nestled between the social buzz of the Olympics and ups and downs of its stock price, the social network rolled out a bevy of new ways for marketers to take advantage of things such as your age, interests, gender, relationship status and more to inform how they ‘speak’ to you.

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Over, Under, Missing Completely and “The Simple Truth”

3 Most Common Communication Failures Preventing Loyalty Program Success You have heard this from your significant other. It’s the different between the playoffs and the title, a good education, and a raise. Yet marketers somehow forget it. I am speaking of course, about proper communications. They are the centerpiece of your personal relationships, and the vortex of any good loyalty program. And no matter how good you think you are at it, there is always room for improvement.
In a recent post, I delved into gamification of loyalty and in the midst of illustrating how real-time, location based, rewards platforms are often better suited than traditional loyalty programs, I only gave proper communications passing reference- even though effective communications is and will always be the driving subtext of any loyalty program.

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Sign of Apocalypse: Merchants Pay Good Money to Give Away Their Customer Loyalty

We all know over the last several years, a growing need for cutting corners – and coupons – has paved the way for sites like Groupon, LivingSocial and others to offer attractive discounts to consumers and – as their salespeople pitch it – equally attractive perks to participating businesses. It’s changed consumer behaviors, disrupted business models on the local level and it’s made a few people very wealthy.

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Offer Optimization for Mobile: It’s not JUST about knowing your audience.

I spent most everyday in conversations with CMOs, loyalty program director, CIOs and executives across a variety of industries- and while many are still struggling to catch up with, and better leverage, the new behaviors of social media and the real-time web, almost none have a mobile strategy worth bragging about. Why is this?

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Big Data? Let’s Take A Step Back.

Big data is the rage. Big data companies are getting funded. Big data scientists are getting hired. A slew of blog posts are screaming for marketers to understand and use big data. So what is Big data? In a nutshell, it is doing what Google has been doing for over a decade. Taking in, indexing and categorizing massive amount of data generated from the web. It involves new hardware and software paradigms and new skill sets to further challenge us.

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About this blog

At Pluris, we believe that we all can do a better, more efficient job at marketing to our most important customers. On this blog, we'll discuss how strategy, database management, offer optimization and analytics can help us all be better marketers. Sometimes, we may just talk about sports.

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