Category Archives: DataBase Marketing

Social for Business

Brand Management, DataBase Marketing, Marketing thru Operations

Sam Decker of BazaarVoice has posted a cogent, well-supported argument on the business benefits of social applications.  Many of the themes will be familiar to readers of this blog, including the substantial cross-functional reduction of Friction that can take place when you have this kind of data, and some of the cultural issues surrounding adoption of the data-driven culture.

Here’s what I don’t get though. Many of these goals could be accomplished though customer service analysis and other data the company already has. In fact, you could argue in many cases, the data you get from internal sources would be better since you could work some of the bias out of it and correlate with actual behavior.

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Chief Friction Officer

DataBase Marketing, Marketing thru Operations, Web Analytics

Speaking of the Friction Model, I came across an article based heavily on work done by Bruce Temkin of Forrester Research reviewing the state of the Chief Customer Officer position.  You know how I feel about this idea; this CCO function should be performed by Marketing.

Why?  Because Marketing has the ability to measure, predict, and act on the Friction in the system which causes dis-Engagement.  Heck, lots of the time Marketing (examples) causes this Friction.

Here’s an interesting quote from the article:

“This job is about helping the rest of the company improve, not taking responsibility for the improvement,” Temkin said.  “At the end of the day, you still have to have an executive team responsible for running the business.  The only way to proceed is to get customer experience embedded into what they’re doing.”

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Friction Model

DataBase Marketing, Measuring Engagement, Web Analytics,

There’s been another eruption of discussion on Engagement.  If (like me) you’re more interested in the higher level ideas not so oriented towards the “tool” aspects of this discussion, make sure you catch this post and hefty comments.  For more, also here, here, and here.

Friction in Campaigns

At a high level, there really are 2 kinds of Engagement, and I think it would be helpful for us to start differentiating between them.

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