Media Measurement Means Looking at the Whole Picture

The events of 2020 have a long tail. As marketers enter 2021 with decreased marketing budgets, ROI is of increasing importance. Analytics and the ability to evaluate performance are key, especially as media mix is evolving. And it’s a great time for marketers to check in with their plans and confirm they are still looking at the right metrics.

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It’s Time to Go Beyond A/B Testing

As companies are finalizing budgets for next year and marketers are fine-tuning their plans, it’s a popular time to look back at what worked and what didn’t. It’s also a critical opportunity to revisit your organizational strategy, realign your KPIs, and design a testing system that gives you actionable insights.

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Coffee Talk: Planning for the Continuing Rise of Ecommerce

It’s no secret that 2020 was an unexpected year for all of us, and a big year for ecommerce. A recent eMarketer report suggests, though, that “the pandemic has only accelerated an ongoing shift to the [ecommerce] channel.” So with this growing channel in mind, our CEO Michael Caccavale and I sat down to discuss what marketers need to keep an eye on.

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Common Marketing Mistakes & How to Fix Them

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How do you describe marketing mistakes? Just ask five marketing experts and you’ll hear at least 50 examples of what people do to mess up their marketing programs.

So much about marketing depends on your product or service. While every industry is different, there are some basics that apply to all industries.  Often a given error is not about the tactic, but about the implementation.

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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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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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