Marketing in the age of the super consumer, by Yuchun Lee

The discipline of marketing is currently undergoing the most radical changes it has ever faced: changes that are rapidly rendering conventional strategies and techniques ineffective. Yuchun Lee assesses these changes and their implications, presenting a coherent new framework for reinventing marketing.

Three interrelated trends are transforming marketing:

• the increasing power of the customer;
• the growth of interactive and internet-based media;
• and the relentless increase in marketing complexity.

"Marketers are losing power and control to their customers, who now have unprecedented access to third-party information and opinions about companies, offerings, marketing claims, services and even pricing." Yuchun Lee, chairman, Unica

"It's no longer enough to simply pour prospects into a 'sales funnel': marketers must coordinate all customer touchpoints in a buying process that is more individualised than ever."

Respect customer power :
Customer-centric marketing demand an ongoing two-way dialogue, in which marketers listen more closely to their customers, understand what they're saying, and respond rapidly and appropriately.
Customer-centric marketing requires segmenting customers at a more granular level than ever before.
It requires a deeper understanding of the individual customer lifecycle, and of the customer's cross-channel behaviour. When marketers gain this understanding, they can uncover crucial hidden patterns and opportunities, discover when to act and react, and even reinvigorate fading or threatened relationships.

read the full article: http://www.mycustomer.com/cgi-bin/item.cgi?id=133872

Unica Beefs Up Web Analytics Capabilities

Unica just announced new features for enterprise-wide deployment of Affinium NetInsight. The company also expanded the roster of enterprise customers who have implemented NetInsight.

“Working with existing and new customers alike, we see how web analytics is growing from something that is used within the website team to a key source of insights informing other aspects of marketing,” said Akin Arikan, director, product marketing and strategy, Unica. “Our product strategy is to make web analytics as accessible and easy to integrate into marketing processes as possible.”

Affinium NetInsight delivers self-service capabilities that allow marketers to conduct in-depth analysis of website visitor behavior. This seems to be catching on with enterprises that want to boost company-wide adoption of web analytics, in part, because of the company’s approach. Unica uses a role-based user interface.

NetInsight’s role-based flexibility has been extended in the latest release to give users access to both sampled and full data set reporting modes. Using sample reporting mode, business users can streamline exploratory ad-hoc analysis and custom reporting for a quick view of trends, success indicators, and visitor behavior.

“With NetInsight, business users can get their questions answered with maximum efficiency. By using the sampled data mode first, I can identify a general data trend quickly, and then switch to full data mode to get an exact reportable number,” said John Emerson, senior product manager at Healthline. “This capability lets management solve problems on their own and frees up the core web analytics team to focus on higher value, complex analytics projects.” µ

Affinium NetInsight also added enhancements to dashboards, interactive visualizations for geo reporting, and new functionality for embedding analytics in external applications or portals. Cisco, Coastal Contacts, Franklin Templeton, Harland Clarke, iDrivesafely.com, LogMeIn, National Instruments, Qualcomm, Timesys, and Wmode are using Unica’s products.

Wed Sept 24th 2008, 4PM CET: Webcast from Forrester about multi channel behavior

Dear Unica Users,
If you or your clients need to service, communicate with, engage or sell to European consumers, then you'll find value in next week's Webinar:
Following the European Customer Journey: Trends in consumer multi channel behavior
As digital technologies are now part of consumers’ everyday lives, mastering the shift from offline to online behavior has become crucial for businesses.
Understanding how consumers balance the usage of different channels when they shop or manage their financial lives helps professionals deploy successful digital marketing activities.
This webinar will reveal:
What are the 2008 European shopping trends?
What does European online customer journey look like?
How are European consumers researching and buying financial products online?
I hope you can join us as my complimentary guest.

Unica extends Affinium Web analytics capabilities

Waltham, Mass.—Unica Corp. Tuesday announced new features that extend the role-based capabilities of its Web analytics solution, Affinium NetInsight.

The updated Affinium enables users to access both sampled and full data set reporting modes. Using the sample reporting mode, users can streamline exploratory ad-hoc analysis and custom reporting for a quick view of trends, success indicators and visitor behavior, according to the company.

Other new capabilities include enhancements to dashboards, interactive visualizations for geo-reporting, and new functionality for embedding analytics in external applications or portals.

—Christopher Hosford

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080916/FREE/809169995/1078

Don’t miss Unica MIS Europe keynotes !

Sign up NOW to hear how you can take advantage of the latest marketing trends.

See how the marketing landscape is changing, hear the 4 Ps of Marketing being redefined and learn about Interactive Marketing strategies.

Hear from:
Adam Sarner, Principal Research Analyst, Gartner
Yuchun Lee - CEO, and Co-founder, Unica Corporation
Elana Anderson – Former Forrester analyst and now Vice President of Product Marketing and Strategy, Unica Corporation

Adam Sarner: The New Face of Multichannel Campaign Management
Multichannel campaign management will be the key to acquiring, retaining and improving customer relationships. Companies will have an opportunity to increase customer profitability and revenue by understanding what customers will want, when they want it. Fueling this requires investments in e-marketing functionality such as contextual marketing, addressable branding, community marketing and transactional marketing, while one-channel, outbound mass marketing will continue to diminish.

Yuchun Lee: The New 4 Ps of Marketing: Setting the Stage for Interactive Marketing
In today’s new customer-centric and highly interactive world, marketing’s traditional four Ps – product, price, place, and promotion – no long work. Customers’ increasing empowerment has drastically changed the marketing landscape, reducing the effectiveness of traditional outbound efforts. Direct and Internet-based media has significantly decreased the effectiveness of mass marketing. And proliferating marketing channels have vastly increased marketing complexity. A new framework for marketing is required; one that makes marketing so relevant to customers that it feels like a service.

Elana Anderson: Interactive Marketing: Making It Work for Your Organization
What IS Interactive Marketing? What does it mean for today’s marketers? And what happens when companies are not interactive with their customers?

That’s what this high level session will explore. Hear Unica’s Elana Anderson, previously VP and research director of Forrester Research’s marketing practice, discuss how the new four Ps of marketing are forcing a paradigm shift. The new Interactive Marketing will replace traditional outbound, one-size-fits-all efforts with customer-centric marketing strategies that leverage new addressable channels and that can better respond to individual customer behaviors. Marketers who don’t make the transition will be left behind.
· Register here secure your space at MIS.
· When you register more than one person for the conference, each additional person receives a 25% discount.

We look forward to seeing you there!

Affinium Public Training Schedule Oct-Dec 2008

MIXX Award - Inschrijvingen zijn geopend !

Inschrijvingen zijn geopend !

Heeft u een interactieve campagne van uitzonderlijke creativiteit en bewezen efficiëntie gerealiseerd? Wacht dan niet langer en stuur uw kandidatuur op voor 9 oktober en maak kans op een MIXX Award!

De MIXX Awards “Marketing and Interactive Excellence Awards” belonen de beste interactieve campagnes van het jaar en houden daarbij rekening met de strategie, het ontwerp, de mediakeuze, de efficiëntie en ROI.

De jury van de MIXX Awards beoordeelde vorig jaar bijna 100 interactieve en digitale campagnes en koos er de beste uit. Voor de editie 2008 kan u nu reeds uw cases online insturen.
Om te weten in welke categorie en volgens welke regels u uw campagne kan registreren, surf naar: http://www.mixx-awards.be/