Media Mix Measurement & Optimization: Part 3 – Order/Sales Attribution

In Part 1 of this series, we discussed how organizational objectives may change the implementation of a media mix and optimization platform. And in Part 2, we talked about measuring the efficacy of your efforts. Now, let’s talk about collecting and normalizing consumer responses and order/sales data.

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Coffee Talk: The Cost of Keeping Up

bench-accounting-49908.jpgWe used to live in a world where if you wanted something the same day, you’d go to the store to get it. With same-day delivery, fast shipping, and things like drone delivery on the horizon, the days of having to leave your house to pick up something are numbered. But while logistics teams are busy developing ways to meet these demands, marketers still have some fundamental problems to solve at the top of the funnel.

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Alexa is confused, give her a break.

Amazon’s Echo and its competitors were at the top of shopping lists this holiday season. And now, social media is buzzing with videos of mishaps and rants from frustrated parents whose kids are ordering expensive toys by voice demand. But if you get past the giant teddy bears in your living room, Echo and other IoT devices carry an important reminder for marketers: know your customer.

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All Forward! Tips for Your Next CEO Update

Managers in all industries know the story of the manager in the boat. He’s tasked with keeping it afloat and instead of calling the shots by staying in the middle, he’s running frantically from one side to the other to check on his crew. In doing so, he’s throwing the whole operation off-balance, and everyone ends up reacting by bailing water.

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Relevant Offers: Three Crucial Factors

More and more, consumers are bombarded with messages—from advertisements under the ice at a hockey game to mobile phone apps, or one of the thousands of other places ads are placed in today's media-rich environment. What stands out is how marketers are slowly taking up the concepts of offer optimization:

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Real Time Guessing Is No Substitute for Data

With a lot of predictions pointing to an emphasis on ROI, 2013 stands to be the year that marketing analysis gets a facelift. CMOs are looking for more results and analytics to prove the value of their efforts. And the world is moving quickly so there’s pressure to keep up.

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It's the Offer, Silly: Optimizing the Most Important Part of the Sale

As published by Direct Marketing News

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Persona Development – An Update

In this great post from Perianne Grignon of [x + 1], she argues that the concept of media is dead, sayi ng obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes”. But if you’re still thinking of media as an array of discreet channels that need to be individually planned for, bought, optimized and managed, the answer needs to be a loud and emphatic “no.”
At Pluris, we wholeheartedly agree with this message. Our Offer Optimization solution runs across all channels, and its goal is to deliver a consistent message to each consumer regardless of channel. About a year ago, we posted our thinking on personas as a means to provide “color” to statistics.

After a year of engaging several major brands in the development of strategic personas, our thinking has only crystallized.

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Embracing the Big Data Deluge - If That’s What it Is

Everyone is talking about big data and judging from my social streams and much of the media coverage, I’m afraid many don’t have a clear understanding about what it is, and if big data is in fact, what they are dealing with. The explosion of data has everyone thinking- “this must be a big data problem” but sadly, a few million emails, a couple thousand social messages and a customer data base, isn’t big data. It may be a lot of data to manage and a headache, but how does the average CMO or CTO build a strategy around handling their data if they prescribing it inaccurately?

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Stick a Google-Shaped Fork in Barnes & Noble

Everyone hailed the Nook as smart business. Now, thanks to the very same company that powers the Nook, it’s going the way of disco -- fun while it lasted, but an impractical long term way to groove.
The hype around Google’s new Nexus 7 tablet is mostly surrounding its threat to Amazon, and while there may be merit there, the striking first casualty is Barnes & Noble. With brick and mortar bookstores and physical reading of books declining in favor of e-readers, Barnes & Noble announced plans earlier this year to this one from Peter Svenson of the Huffington Post, I am convinced that the Nexus 7 will provide me a far better experience than my Nook or a continued relationship with Barnes & Noble would. Here are my top 3 reasons as follows:

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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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