Stay informed by reading current blog entries from our Quaero experts. Learn more about industry trends, gain insight into recent client successes, get up to date on company happenings and get to know us — and our opinions — even better.
Showing Blogs: 1–25 of 458
Posted on: 3/4/14
We’ve all been there. In the rush to send out one of the hundreds of emails you’ll send out today, you rely too much on Microsoft Outlook’s email address auto-complete. You write your email, if you’re lucky, you proofread it, and then it’s all systems go. You feel good about yourself for getting one thing done right today, you move on to the next task, and then the unthinkable happens. You find out that the email was sent to the wrong recipient. How could this happen? You double checked the email addresses, quickly albeit, but now the message is out in the ether. The recall option doesn’t work. The damage is done, time to move on.
Posted on: 2/27/14
Today, customers have access to a lot of options, offers, and information. When you receive 5 different emails for a similar product or service, it’s easy to tune out the less appealing ones. So how do you make sure your email is the attention-grabbing one? It needs to be personalized and most importantly engaging.
Posted on: 2/18/14
Last week my friend and colleague, Cory Hefner, wrote a very noteworthy article touching on a type of predictive modeling method called Ensemble Models. He concluded that when you combine the results of more than one predictive modeling method, it is better than any single method alone—just like two heads are better than one. As these methods gain more and more popularity within the analytics community I thought I would touch on a very key point that should be taken into consideration before a single model is even built. Aside from using more accurate methods which may obtain better results the age old process of variable creation should not be ignored.
Posted on: 2/7/14
What’s interesting about ensemble modeling is that it’s various models all combined together. Once each model is built, they all pull out different intricacies from the data. Some are better at non-linear trends while others perform well with linear-type trends. Let’s use football as an example. If you look at pro football web pages, that’s highly indicative of you signing up for fantasy football. Age, on the other hand, is not the best linear indicator. Those on the far ends of the curve, either very young or very old, are much less likely to sign up than age groups in between.
Posted on: 2/5/14
Ensemble modeling is not new. Random forest modeling has long been a favorite methodology of Quaero consultants as the prediction method of choice. But as with anything, there is always room for improvement and ensemble modeling offers advantages over any single one model. Ensemble modeling is basically combining multiple modeling methodologies together. In fact, random forest models by definition are an ensemble of decision trees.
Posted on: 1/31/14
It’s easy to get caught up in the day-to-day demands when it comes to marketing. We often forget how basic the objectives we learned a long time ago are. So it’s time to review the simple principles presented at the DMA Conference we should always have in mind.
Posted on: 1/21/14
Recently, I had the opportunity to speak with clients about their data governance and stewardship initiatives. It seems like the role of the Data Steward is often too narrowly defined as someone who is focused solely on data quality. In addition, I have heard the following misperceptions related to this role within an organization:
Posted on: 1/14/14
Oh the joys of having a piping hot pizza arrive at your door while you lounge in your PJs and watch your favorite sports team rout your most despised enemy. In-home/office delivery is a service that is expected today for everything from food and retail purchases to bigger ticket items like cars. Delivery is not only a business imperative for your neighborhood pizza parlor, it should also be a critical part of your business plan.
Posted on: 12/27/13
The business/data analyst role is evolving into a new role due in part to the new technology of big data. The data scientist role has emerged because of the increase in breadth and depth of data being examined. In addition to computer science and analytical skills, a data scientist has a strong business sense and the ability to communicate findings to both business and IT teams. They review data from multiple sources, looking at it from various angles, searching to discover insight into the data which will provide a competitive advantage or help resolve a business issue.
Posted on: 12/6/13
The Business Systems Analyst (BSA) role can be a tricky one. The goal is to become the bridge to key parties. It is the role of the BSA to bridge the gap between the client’s ever-changing business needs and the feasibility of making those enhancements with the technical team. It is also the responsibility of the BSA to bridge gaps between account managers and the database/software engineers. BSAs can both sympathize with the needs and frustrations of an angry client as well as with the outcries of “minor” changes on the database turning into a three-month process. Below are the key lessons learned over the years to help any BSA overcome a burning bridge:
Posted on: 11/20/13
Becoming a strong writer takes practice, but writing work-related content is a great way to improve. You’re already an expert in what you’re talking about. If you a follow a few tips to improve your writing and combine them with your expertise, there is no doubt that you can create some excellent content.
Posted on: 10/11/13
As a technical writer, I depend heavily on other people when it comes to certain projects. Even if you’re not a writer, chances are there are times where you have to work with others and rely on their expertise. This can be especially challenging when it comes to developing written content like articles, case studies, or white papers. A lot of people do not like to write. The process can become even more overwhelming when multiple people are involved in the writing as well as the review that follows.
Posted on: 10/4/13
Marketing automation is an incredible tool for connecting with and engaging your customers. The old adage, "half of my marketing is working but I don't know which half," no longer really applies. Truly, marketing can be held accountable for both success and failure, and can more effectively learn from each mistake. Also, we are able to attribute sales to specific activities, which over time helps to create a more impactful marketing plan to maximize resources and hopefully grow budget each year.
Posted on: 9/18/13
Bad customer service is possibly one of my biggest pet peeves next to people not washing their hands after using the bathroom – but that’s another topic. I think we can all relate to receiving horrible customer service at some time or another whether in a restaurant, telecommunication, retail store, online retailer, hospital, and so on.
Posted on: 9/11/13
As a content marketer, I spend a lot of time writing, thinking about writing, and trying to get other people to write. I don't have to tell you that sometimes, it's just plain difficult. The most common question I receive from the experts I work with is "what should I write about?" Deciding on a topic should be easy for someone with years of experience, right? But unfortunately that's typically not the case. Often times, the challenge appears so overwhelming that we give up altogether. Yeah, I see you out there, you know who you are.
Posted on: 8/30/13
Last week I had the privilege of attending the HubSpot Inbound Conference in my hometown of Boston, MA. The conference was extremely well-run, and the line-up of presenters and keynote speakers was really quite inspiring. I also was able to connect with several interesting and motivated marketers to share best practices and ideas for developing engaging, long-lasting content that will attract prospects. While I learned so very much, in this post I want to share with you the top three takeaways that I took from the experience. For those who were there, I'm interested to see if you agree/disagree:
Posted on: 8/28/13
As a Neolane client, are you having problems getting your emails delivered? As someone who works with clients on this very issue, I see the challenges associated with email delivery. We work closely with Neolane’s deliverability contact who recommends that companies send emails based on customer engagement—an important metric nowadays.
In the email world, the “Engaged” segments are the individuals who consistently click or open your emails. Therefore as a standard practice, we’ve created engagement splits. A split-type activity lets you partition a target into several subsets. These are mutually exclusive:
1. New to file – New to the database and never clicked
2. Three months – Clicked in the last 3 months
3. Six months – Clicked in the last 6 months
4. Twelve months – Clicked in the last 12 months
5. All else – The complement of the split
Posted on: 8/15/13
As a B2B marketer, I take content development pretty seriously. After all, it's what allows me to populate our blog and execute on our mutlichannel campaigns. But my love of content goes further than that. In fact, recently I wrote a post about how you can take good content and make it great. The content that you produce as an organization not only helps to deliver new business, but more importantly, it serves to identify your position in the market. Content development, when done correctly, puts a personality to your organization.
Posted on: 8/1/13
With today’s multifaceted projects increasing in complexity, managing projects has become increasingly difficult. This tenet holds true especially within matrix organizations where there is often competition for scarce resources. With said challenges in hand, the days of managing projects solely through simple project plans are long gone, replaced with an array of robust tools geared towards meeting the growing demands of project management in the 21st century.
Posted on: 7/30/13
We wake up, go to work, and come home every day. How much of your workday consists of the same work you have done in the past? Let me guess, all of it, and I’m sure you would like to learn at a greater pace. Your company most likely has a nice training program, that you should utilize, but how do you really evolve? You need to think differently and take ownership in your mastery.
Posted on: 7/25/13
What do the Mona Lisa, the Black-Eyed Peas and B2B Customer Engagement have in common?
Neolane Evolution 2013, of course.
This year’s Neolane Evolution had it all: technology spotlights, client guest speakers, a private tour of the Louvre Museum, and even a flash mob dancing to “I Gotta Feeling.” While I thoroughly enjoyed the engaging activities (and outlandish entertainment), I was equally impressed by the unexpected: the company’s strong focus on business-to-business marketing (B2B).
Posted on: 7/25/13
Email is constantly evolving and so is email deliverability. ISPs are being more diligent than ever to make sure customers are receiving desired, relevant content. It’s not as simple as sending an email to someone who opted-in anymore.
Posted on: 7/17/13
Content is king, right? That seems to be the hot phrase in B2B these days, and with good reason. Content is a way to convey your messaging in a less intrusive way to prospective customers. It's a way to keep you relevant. And it's a way to reach a broader audience than you otherwise would be able to. But my goodness is there a lot of it. I predict that in the new age of marketing, the mandate for marketers will shift from creating content to creating credible platforms so that their content is more impactful.
Posted on: 7/12/13
With the availability of data today, response attribution has tremendous benefits as well as certain challenges. Understanding the strengths and weaknesses or RA is especially helpful when it comes to implementation.
Posted on: 6/27/13
Why does everything need to do everything? Is it really necessary for my car to tell me where to go or what restaurant to eat at? Does my phone really need to play music, take pictures and movies, answer my questions, and start my car? Over-engineering runs rampant in today’s society. We always want things to do more and be more. Doing this usually just opens up more doors to issues, problems, potential failures, and ultimately more work. If you need to spend time fixing the video camera on a phone, what does that do to the person that needs to use the phone? If the car’s GPS locator is not working, how do you get to work if the car is in the shop having it fixed?