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Posts Tagged ‘marketing metrics’

SugarCRM is not a new company.  It’s taken a number of years for them to build to their current level of commercial traction for this open-source CRM platform, but they’ve established a solid position in a market where it can be difficult to differentiate.  (As a separate note, I also believe they focus too much on the open-source aspect of their software and not enough on the benefits to marketers — an opportunity for them to really re-align their marketing programs and, eventually, to reposition their technology brand … but I digress.)

Over the past year, in particular, they’ve done some pretty impressive things with their platform — things that have made it much more valuable to a marketer.

So what caught my attention? 

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I ran across Leximancer doing research on technologies that can help with assessing brand perceptions from the volumes that are written about brands and companies via various communication channels.  Specifically, how do you analyze all of the news stories, blog posts, broadcast transcripts, customer e-mails, etc. that a company is innundated with – what amounts to massive amounts of unstructured data – and figure out what it all means for your brand, its reputation and its key relationships?

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There is an unending stream of advances in technology for monitoring the quality and quantity of mentions of your brand … online and under specific circumstances.  But are you getting a complete, relationally-accurate picture of how your brand is performing both online and off?  And/or are you looking in the wrong place? 

To level set:  It is impossible – today – to have a dashboard that shows you 100% of overall brand perception and reputation in real time and across all channels.  And I would be weary of any technology vendor that tries to sell you on the promise of such a 100% picture.

Is there, however, a way to ‘sample’ multiple channels in a fashion that gives an accurate and proportional cross-section of real challenges, opportunities and context?  And can these samples be meaningful projections of the larger population?  Yes, but it requires challenging conventional wisdom about your program.

Here is what I propose as some thoughts on best practices for balancing your ‘brand picture’ – both online and off.

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