eCommerce Analytics

eMarketer has an interview up with Bill Nussey of Silverpop in which he warns against badgering customers with email marketing that is too frequent or irrelevant to their interests.  The phrase he used is to describe this more tailored, moderate approach to email marketing is “keeping it in the green zone”.

The phrase resonated with me — perhaps because the “green zone” is how we visually depict customers who are likely to respond favorably to given email content in our new product.  

Read The Email Marketing Green Zone »

Since I’ve begun talking about twitter analytics, I’ll just keep on keeping on. After all, it’s the most greenfield thing out there right now and it’s interesting to speculate on which metrics will come to rule the roost. In Despite Recession, More Than 50% of Marketers Increase Spending on Social Media, Sarah Perez from ReadWriteWeb notes that social media spending is on the rise. Of course it is; that’s about keeping up with the Joneses. But in paraphrasing the shiny, happy report from our Forrester friend and prolific tweeter @jowyang, Perez drops a bomb in the third-to-last paragraph.

Read The State of Twitter Metrics: Social Media Stumbling Block? »

I’ve been rocking HootSuite now for my Twitter posts for some time so that I can get the “enterprise” bells and whistles that it adds (e.g., a still-needs-work user admin piece). But I do see HootSuite as a useful first step in the evolution of Twitter for retailers. Once Twitter can be better tracked, more marketers will come. Today, I want to specifically talk about 3 Twitter analytics that retailers will need to get excited about Twitter (apart, of course, from more total users on the system and some belief that this is more than just a fad).

Read Just Give Me These 3 Twitter Analytics and I’ll Go Away »

Over the past two weeks, I’ve been watching the fallout from two important conferences taking place on the West Coast (where I would much rather be right now given the latest round of snow in Boston.)  The first annual Predicitive Analytics World ’09 was staged in San Francisco on Feb 18th and 19th and eTail West 2009 took place last week and drew in a host of e-Marketers from around the country. One common theme that I seem to be hearing from the blogs and articles I’ve read from both: make sure you’re using your customer data effectively and, most importantly, keep it simple.
Read Simplicity is Key for Marketing Analytics »