Wow, the month has gone by fast! And the time has come to pass the blogging torch to my colleague B.J. Morgan. Throughout the hot month of July, we discussed a topic that should be near and dear to all of us, namely integrated marketing across online and offline channels. While reviewing various books and breeding over various ideas we were joined by two book authors who kindly shared their experience.
The first was Kevin Hillstrom whose blog MineThatData comes highly recommended. Kevin shares his whitepaper on Multichannel Forensics freely from his site. Short and to the point, this paper offers a unique and brilliant perspective for understanding the current state of a multi-channel business and forecasting its future. The paper wets our appetite for his upcoming book, Database Marketing, A Master's Complete Method for Success.
The second author who contributed thoughts from his experience was James (Jim) Lenskold who is the principal of the Lenskold Group, a strategic marketing firm. His book Marketing ROI: The Path to Campaign, Customer, And Corporate Profitability was nominated one of five finalists for best marketing book in 2004. For the web analytics practitioner community that is my primary hang out, this book has must read information. In our web analytics industry we have so many fuzzy and wrong definitions of ROI that we are in danger of making ill informed marketing budget allocations. This book opened my eyes to that fact. Let it open yours too!
Even though my stint as moderator has come to an end, if you still want to talk internet marketing, you can check out my blog: http://multichanneltimes.com/ (now moved to http://multichannelmetrics.com) or you can certainly email me at: firstname.lastname@example.org. I hand the reigns over to my colleague, B.J. Morgan, director, B2B & financial services segments, Unica Corporation. As B2B marketer’s challenges have increased tenfold and targeting customers has become more challenging while focusing on marketing accountability continues to increase, B.J. will discuss a number of successful B2B demand generation strategies and tactics throughout the month of August.
Thank you for reading! Much obliged.