Customer Listening Blog

Avis d'Experts sur le ROI du Marketing Digital

J'annonçais récemment le plan et le contenu de mon prochain livre sur la mesure d'efficacité ou ROI du Marketing Digital. Le livre est agrémenté d'exemples et de cas réels mais aussi de témoignages et avis d'expert sur la valeur et le ROI du marketing Digital.

Parmi les experts interviewés, nous comptons par exemple, Georges Edouard Dias de L'Oréal, Yann Gourvennec de Orange, Georges Mao de Google, ou encore les représentants des associations professionnelles de l'UDA, l'IREP, l'AACC mais aussi l'accès à des études exclusives de l'IAB ou de la WFA, la World Federation of Advertisers. La liste est non exhaustive, et je vous invite à découvrir les avis et témoignages des autres experts invié, le 4 Juillet 2012 lorsque le livre sera en librairie...

Le tour d'horizon ne serait complet sans l'avis d'un Universitaire spécialiste du Digital à savoir Christophe Benavent, Professeur de L'université Paris Ouest.

Vous pouvez décrouvrir ici son avis d'expert sur l'importance et la particularité de la mesure d'efficacité du marketing digital.

 

 

 

Revisiting a 10 Year Old Award Winner Paper about the Impact of CRM on Market Research

Interestingly enough  I though last week about re-reading and looking at how my initial thoughs on the Impact of CRM on Market Research drove the initial development of crmmetrix and of our website impact monitoring solution SiteCRM, to look of how much was done, and how much was done by the Industry to catch up. And in fact, yesterday I just saw a tweet from the ARF (@The_ARF) asking about the Impact of CRM on MR.

It seems that the 10 Years old paper we wrote with my old fellow Rex Briggs is, I believe, still very relevant, at that time we won in the Esomar Fernanda Monti (2001). Rex we should reconnect and look at latest developments of common interest and show the way for the next 10 years to come! :)

Below are the paper abstract, free download, and one of my most famous Bill Gates' quote...  thanks in advance  for your comments, as well as your ideas I think there opportunities to re-open the discussion and debate on the topic with the inclusion of social media. Special Panel at a conference? Invited speech, etc.?

Looking forward to your ideas!

BEYOND DATA GATHERING: Implications of CRM Systems to Market Research.

The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with projected total revenues of $12.1 billion by the end of 2001, it is noteworthy that few traditional market research firms have seized the opportunity. Despite embracing the Internet for data collection, few research companies have been able to translate research technology and talent to take advantage of this huge business opportunity. Although data collection is a key benefit of the Internet, a bigger potential benefit is the delivery of information and insights to decisions makers via the Internet. The emerging CRM industry makes this a central goal and is reaping the benefits. The paper presents both theoretical and case study findings that offer a new way to relate to market research that can potentially bring the research industry to the top of executives’ priority list.

Téléchargement CRM-Metrix-White-Paper

and As Bill Gates recommended more that 10 years ago in Business at the Speed of Though, still one of my best business books today:

“Companies that invest early in digital nervous systems to capture, analyze, and capitalize on consumer input will differentiate themselves from competition. You should examine customer complaints more often than cmpany financials. And your digital systems should help you convert bad news to improved products and service.”

Hemen Patel about the power of brand websites

My friend and long time partner in crmmetrix, Hemen Patel, spoke last week at the Web Aanlytics Wednesdays in Cincinnati, great crowd Hemen said, thank you for joining us. Below is the slide share for the presentation...enjoy! 

Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

View more presentations from CRM Metrix.

crmmetrix récompensé par un Grand Prix des Etudes au SEMO 2009

Le baromètre e-corporate, créée par crmmetrix et BTCI, a gagné le Grand Prix des Etudes, dans la catégorie « Etudes en Multi-Souscription ». Ce grand prix récompense un travail de plus de 6 ans, entamé en 2004.

Le baromètre e-Corporate est aujourd’hui la seule solution au monde proposant un benchmark permanent de l’impact des sites institutionnels. Il permet à chaque souscripteur de « benchmarker » directement tous les indicateurs et résultats de son site avec une moyenne arithmétique des réponses obtenues via le même procédé sur d’autres sites institutionnels souscripteurs.

Pour plus d'informations : Baromètre e-corporate

3 ways to boost your brand website

Nice article in I-Media Connection today from Hemen Patel, my long time friend, and co-founder of crmmetrix, President, crmmetrix USA.

Three ways to boost your brand website:

Incorporate measurement tools so you can better manage your site

Avoid common design pitfalls, such as relying too heavily on Flash

Capitalize on consumer engagement and drive traffic where you want it most

To read the full article on I-Media Connection 

technorati tags: sitecrm crmmetrix crm metrix hemen patel brand website roi
del.icio.us tags: sitecrm crmmetrix crm metrix hemen patel brand website roi

brand websites and long tail

A recent global rool out of p&g e-commerce caught my attention : "the consumer goods giant, is adding links to its brand websites in Europe that will direct shoppers to the portals of a range of major retailers selling its products, after a similar initiative helped boost online sales in the US", Warc reports...

Furthermore..."Joe Quinn, P&G's head of global ecommerce, said the broader application of this approach will occur "as fast as we can roll it out. It's just a matter of being able to work out the technology linkages with our retailers."... Quinn said P&G has "seen double-digit percentage growth over the last several years in regards to online sales," a development that is at least partly attributable to Where to Buy, which greatly simplifies the purchase process on the web.

"The uptick in sales is enough that we are rolling it out to all of our brands globally. There is a direct correlation to sales once you put in the convenience," he added.

More broadly, Quinn cited industry research which predicts that 5% of P&G's sales could come from the internet in the medium-to-long term, up from 1%, or $500 million (€350m; £308m), at present.

What I see here is a wonderful opportunity for marketers of all sizes to equally market their brands (big and small, and small ones specifically) to allow their audiences, their buyers to find them and buy them (thanks to the brand website!) even if there shelve space is diminishing in favor of bigger revenue brands...

What a great application of The Long Tail principle initially pushed by Chris Anderson, no?  

technorati tags: long tail brand website pg sitecrm

Présentation au Club du Marketing Client

Ce soir, mecredi 19 Novembre 2008, et suite à l'invitation de Yann Claessen d'ETO et fondateur du "Club du Marketing Client" (dont le dernier billet sur son blog est en plein avec le sujet du jour, coincidence ?), j'aurai l'occasion d'intervenir sur un thème qui m'est cher... :

Le site Internet de marque : point d'écoute capital pour engager vos meilleurs clients.

Nul doute que les experts clients de ce club tout à la fois sympathique et dynamique pourront largement contribuer et débattre sur le thème.

Si vous êtes interessés par la présentation et le white paper, demandez les ICI.

(sélectionnez le white paper: Site de Marque: Un Hub Marketing)

NB. Merci à Nathalie Lemonnier pour l'organisation de dernière minute et à Marie Estelle Carasco pour l'acceuil dans les locaux de Microsoft.

technorati tags: club du marketing client crmmetrix eto yann claessen sitecrm

Marketing and Advertising Week in Helsinki, Finland

I've been invited to be a keynote speaker at the marketing & advertising week in Helsinki in Finland (week of October 27th 2008).

It will be my first there, and I will be happy to share though and data from SiteCRM around one my favourite topics: "Digital today and tomorrow: the Brand website as a marketing hub"?

The overall purpose of the speech is to push advertisers and brands to further develop pull and listen strategies rather than relying too much on push and “talk” strategies.

Markets have always been “conversations”, and now more than ever, with the rise of social media, the Internet has accelerated this trend to a point where brands need to capitalize better on their abilities to sustain closer relationship and conversations with their core consumers. Their brand websites may be the best marketing weapon they have to reach this goal, but only if they if they start using it as a real marketing hub. We will share data, facts, and examples to support our though while recommending key action steps for brands to really embrace the digital world.

To Download the presentation, please select the first white paper from the list (in French...sorry), validate (bottom pae) and fill up your details to receive the Presentation, Thank You:TO GET the FULL PRESENTATION

technorati tags: Helsinki Finland SiteCRM crmmetrix Flores brand website marketing hub

Kellogg Special K Digital ROI Surpasses that of TV!

Some really encoraging news as more marketers join the crowd of sharing more insights in the ability of digital to increase brand spending ROI. Again online spending is here well capitalized on a Special K brand website that expands the brand experience beyond what any other media can do.

Below a few insights as provided by Kellog's CMO Mark Baynes.

Source: Ad Age (Emily Bryson York)

"It's still relatively early in our learning," Mark Baynes, chief marketing officer at the Battle Creek, Mich., company told the Lehman Bros. Back to School Consumer Conference during a discussion on how Kellogg is trying to increase advertising and marketing efficacy. "But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."

The marketer described the company's findings as "obviously very encouraging," and predicted they would help "drive stronger adoption across the business."

Kellogg crossed the $1 billion benchmark on ad spending during 2007, and its outlay is set to increase this year. Mr. Baynes said his company spends an additional $300 million on promotional marketing.

"For the right opportunity, the [online] space offers fresh ways to commercialize new and existing brands, target specific audiences on needs more cost effectively," he said.

Over the past year, Kellogg has been praised for sticking with its advertising spending despite the recession. The company has credited its brand-building efforts with its ability pass some of the heavy commodity-cost increases onto the consumer.

Mr. Baynes did not specify how Kellogg was measuring success of the campaigns, and the company did not immediately return calls for additional comment. While he did not address specifics of the Special K work, the company has repeatedly touted the success of its "Special K challenge," which calls for two bowls of the cereal every day for two weeks. Dieters replace a more traditional lunch or dinner with cereal, and are told they can expect to drop a full clothing size after two weeks.

CEO David Mackay has said the initiative has not only resonated with consumers, but also boosted cereal consumption outside of breakfast.

A Special K website offers customized plans for consumers, sign-ups for a Yahoo e-mail group, tips from a trainer and nutritionist and a point-of-purchase link to Amazon.com. The company has added a number of products to the Special K platform in recent years, including cereal bars, flavored waters and waffles.

The investment may continue to pay off, given the economic environment. UBS analyst David Palmer said he anticipates cereal consumption to grow during the fourth quarter, not only because of food costs, but higher rates of unemployment. More people will be eating breakfast at home because they don't have anywhere else to go, he said.

technorati tags: kellog special K digital Roi brand website

Emetrics San Francisco Conference: Impressions

I was at the emetrics conference last week in San Francisco, crmmetrix was indeeed a bronze sponsor and I must say that the conference was really good for us.

First and foremost, clearly continuous listening on websites is really taking off and very encouragingly for us, our postionning around the 6 Dimensions of Website Effectiveness goes a long way to both differentiate ourselves from competition (that mainly and only focus on measuring satisfaction) and get client attention and interest. This was cleraly and nicely supported during Tim Goudie keynote speech on the wednesday. Tim is Group Manager, Interactive Marketing, The Coca-Cola Company and largely mentioned our work to support the Coca-Cola Company to measure and manager the ROI of Interactive efforts (with SiteCRM).

Obviously the conference will not be a success if the people that make the web analytics space were not engaging, passionated, entertaining and fun to hang out with. This is exactly the type of people we had teh chance to meet with at the conference. So congratulations to Jim Sterne and the organizers at large, and see you soo!

technorati tags: emetrics sitecrm tim goudie 6 dimensions website effectiveness crmmetrix