The Golden Rule of Consulting

I have had colleagues that don’t want to do documentation, that don’t want to make a smooth user experience that don’t want to create a system that conforms to the customer’s business process. That is not good. My golden rule of consulting is, if I were in the customer’s shoes, would I be willing to accept this (system/code/whatever). […]

When a Unicorn Start-Up Stumbles, Its Employees Get Hurt – The New York Times

Employees at Good Technology, once valued at $1.1 billion, found their shares made practically worthless by a sale to BlackBerry for $425 million.

Source: When a Unicorn Start-Up Stumbles, Its Employees Get Hurt – The New York Times

US Government | Crime and the Connection to Location Based Tracking Technology

A brief history of the events that would ultimately enable marketers and technologists the ability to create and deploy location based tracking and marketing programs.

It started with Geo Coding

In the 1960 Census of Population and Housing, questionnaires were mailed to respondents and picked up from each household by enumerators. This demanded geocoding capability and the development of an address coding guide (ACG). The Data Access and Use Labs created to accomplish this were responsible for creating today’s location based management industry.The first geocoding efforts permitted only street addresses to be digitized. Geocoding is vitally important for crime mapping since it is the most commonly used way of getting crime or crime-related data into a GIS. Crime records almost always have street addresses or other locational attributes, and this information enables the link between the database and the map.

How do applications calculate distance between two points? They read the x-y coordinates representing their locations on a map.

For more information on the connection between fighting crime and location based tracking technology, I highly recommend reading  “Mapping Crime. Principle and Practice” by  the National Criminal Justice Reference Service.

Predictive Analytics | Applying it to #Sales and #Marketing

Several weeks ago, I was in a meeting with a group of senior executives at one of the oldest business information companies in the United States, and the conversation shifted to lead generation:

“Results are horrendous, incredibly weak. Much of these leads are unusable. High percentages from Gmail, AOL, Hotmail… So many unknowns and, well, at least some decision makers, along with the rest of usual useless information.”

Anyone who works in today’s digital marketing space knows this is a common conversation that is hard to fix.

So, is bad #data the real issue for us or is it that we are chasing down the wrong path?

Think about it. We spend millions of dollars chasing individuals who download content, attend webinars or throw business cards into fishbowls at conferences and shows. We spend very little trying to figure out what is really going on inside a company of interest.

Things that sales and marketing agree on:

  • Purchasing is a team exercise
  • Figuring out what the consensus inside of buying teams is a tough job to figure out
  • There is a value to downloaded content as a proxy for team interest
  • An individual act tells us nothing about its organizations intent.

Is it time to devalue the downloaded white paper as our lead generation currency? (Sales people will love this one, Marketing, maybe not) 

More to the point, isn’t it time to evolve and begin the process of understanding the corporate body language through a variety of data points that are already available to us? Would it not be better to understand that the almighty download can and should be part of a larger canvas where a broader, more accurate picture emerges?

Even at it’s broadest level, #predictive #analytics can come in some simple forms.

6 examples of simple forms that apply basic predictive analytics:

  1. You can use any number of competitive search tools to understand what keywords and key phrases are collectively perceived as important when prospects begin their journey to find you
  2. And if you look historically backwards, you will be able to see what changed and potentially why
  3. You can also develop an understanding for funnel position (where companies are in the sales funnel by segmenting out keywords based on a natural progression of educating oneself.
  4. You can then use that analysis to make sure your own website is in tune editorially – are you mapping to what is important at that moment in time to companies that are consuming the content aligned with your objectives?
  5. You can find sites where these keywords exist ON PAGE in ways that align with your objectives. Page Indexing has grown up and become very sophisticated.
  6. Just this simple knitting together of these two components begin to give you an indication of trends and volume of content that is out there and that your prospects are consuming

Then do this:

  • Use IP identification and targeting to match who you see on your site and who is consuming the relevant content across the Web. This type of targeting will enable you to report back on which companies are most active in consuming specific keywords across contextually aligned sites.
  • This gives you a marriage of your data and external data that help you develop prioritization for sales, messaging across marketing, content development and most of all – IT GETS YOU OUT OF DEPENDING ON WHITE PAPER DOWNLOADS as your proxy for interest.
  • Once you add your crm and marketing automation data, revealing what companies you currently talk to are most engaged – you have a clear path to a strategy.

To review:

  • Analyze the competitive set to understand how everyone is deploying search and keywords
  • Utilize page indexing to understand where the content is
  • Use IP identification and targeting to tell you who and what and how many from where
  • Knit your own data in to complete the virtuous circle

The age of #Predictive #Automation is upon us. Take the initial steps needed to understand organizational #intent and funnel position, and your sales organization will stop complaining about those lousy leads you send them.

Big Data Simplified

In order to maintain a competitive advantage, companies need access to vast amounts of information (big data), as well as the means of leveraging that information effectively (data integration).

To business leaders responsible for decision making, increasing revenue, improving operating efficiencies, or improving customer engagement and experience, data has become the single most valuable asset they own, because their success depends greatly on their organization’s ability to capture, store, access and utilize information that is trustworthy.

Big data integration becomes important, because it enables businesses to utilize their stores of information quickly and effectively, and achieve its business performance goals.

If you are involved in a big data project, here are 4 things you should do:

  1. Invest in a data integration technology
  2. Prioritize data ingestion and transformation
  3. Set an open style of governance
  4. Read “Big Data Beyond the Hype” which was written by thought leaders from IBM in 2014.

Email Marketing | Think Mobile

In 2014, noteworthy research firm, Forrester Research, projected that in 2016 Screen Shot 2015-12-20 at 4.51.22 PMcompanies would spend $2.5 billion on email marketing and that steady growth would continue through 2019.

However, this growth will happen through the next period of digital transformation where mobile technology will become the dominant area of focus for #marketers.

#Mobile #technology will soon dominate the technology landscape, because our devices and appliances of the future will run on mobile technology that connects everything to the internet.

The Internet of Things (IoT) is changing how businesses and customers engage and it’s being powered by mobile technology…

IoT is the network of physical objects or “things” embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

Email Marketing | Think Mobile

In 2015, mobile marketing reached its tipping point, and for the first time the consumption of #digital #media happened more on #mobile devices than on desktop #computers. This shift will continue to cause disruption at companies that do not adapt to the emerging mobile consumer, and that fail to engage their customers through integrated #digital #marketing programs that include mobile.

Email marketing will continue to grow and remain a viable channel for customer engagement programs. However, marketers must adapt to emerging mobile marketing technology and the new best practices being set in customer engagement management (#CEM).

2015 | A Few Stats on Mobile Email

  • 45% of email opens occurred via mobile, 36% via desktop and 19% through a webmail client. – Adestra “Top 10 email clients” 
  • 33% of emails were opened via mobile application, 17% via webmail client and 48% via desktop. – Freshmail “Best practices for email coding” 
  • 53% of total email opens occurred via a mobile phone or tablet in Q2 2015. “Quarterly email benchmark report” 
  • Mobile accounts for 35.12% to 39,51% of all unique email opens over the course of 2014 DMA “National email benchmark 2015” 
  • 67,2% of consumers use a smartphone to check their email, 42,3% use a tablet while 93,3% uses desktop environment. – BlueHornet “Customer Views of email marketing 2015”
An average of 34.1% open their email on a mobile device – Moosend “Mid-season year report” 


Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing”









Mobile email conversion

Men have the highest conversion rates via mobile email during the afternoon, while women convert highest in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)


The facts and figures above demonstrate that email marketing performs well and that it is evolving with the mobile customer.

4 ways to improve your mobile email marketing performance:

  1. Mobile Responsive –  Make sure your email adjusts to the appropriate screen size of each and every mobile device. Make your calls to action are large enough for readers to see.
  2. Sharing – Enable social sharing in all campaigns and make sure your integrated across channels.
  3. Segmentation – Avoid the batch and blast approach. Segmenting your email list so that content gets delivered to the right audience at the right time. Segmented email campaigns often generate higher click through rates compared to other types of campaigns.
  4. Personalization – Personalized email is less likely to end up in the spam folder. Here are a few ideas:
    • Personalize the subject line with the recipient’s name or topic of interest
    • Use a reader’s first name and use a call-to-action based on prior behavior
    • Make your landing pages align to the messages being delivered


Location Based Marketing | What CMOs need know

In a 2014 study SCORE reported that mobile apps had propelled mobile devices ahead of desktop computers in total time spent consuming digital media. In an article on May 6, 2015, reported that according to Google more searches were happening on mobile devices than on desktop computers. 2015 might very well be remembered as the year mobile technology reached its tipping point.

Mobile Marketing | What CMOs need to know

Location Based Marketing (LBM):

Quick history: Location based marketing (LBM) predates mobile by over a decade. In the 1990’s, it was common practice for direct marketers to run proximity matching in their data processing in order to deliver personalized offers via direct mail. The main difference between the direct mail era and now is that marketing was only outbound then. Today LBM serves both an inbound and outbound purpose.

How effective is mobile marketing?

Mobile marketing is the most effective channel to engage with consumers that are often ready to buy…

“Nearly 80% of local searches on a mobile phone end in a conversation” –

How to be successful at mobile marketing?

Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data. If you’re immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper “The CMO’s Guide to Location Data Management.”

Location, location, location!