Jobs2Web: (acquired by SuccessFactors) a candidate marketing and analysis system that helps recruiting organizations manage the recruitment marketing process.
By using the kind of advanced marketing mix analysis we describe above, the company was able to tease apart marketing effects at a granular, tactic-by-tactic level for both offline (TV, print, radio etc.) and online marketing (e.g. search, banner ads etc.), and the degree to which they work together.
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It enables closed-loop measurement and analysis of marketing effectiveness across the full customer lifecycle.
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As Jim Cavedo, Senior Director of Consumer Marketing at ISC, describes it, data analysis is the cornerstone of a more intelligent marketing organization.
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The initial uses are likely to be in things like Web page design (you increase the parts people are looking at, and rethink the others) or sentiment analysis in online marketing.
Marketing on social media allows easy analysis by companies of how their campaigns are being received, Ms McEleny says.
In a recent article, Joseph Turian observes that crowdsourced labor is already being used by many companies to analyze and code retail-store surveillance footage for customer visitation patterns, or by ad and marketing agencies to perform granular sentiment analysis and do keyword research, writing, editing and tagging images.
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In putting together this massive analysis of fame and the marketing of fame, Rob and Ben had a lot of help.
It is true that business unit-level implementations of Hadoop within marketing departments wanting to do customer sentiment analysis for example are showing up outside the boundaries of enterprise IT.
Spanos also sought investors who could help him solve problems of data analysis, technology, and marketing to a large organization, such as how best to approach, say, Bank of America (BAC).
Together they give Salesforce a comprehensive social marketing tools arsenal that includes social media monitoring, analysis, tracking, publishing, measuring and advertising.
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It applied rigorous analysis and mathematical methodology to the practice of marketing, something that had never been done before.
While Board of Directors, CEOs, and CFOs these days are demanding proof that marketing dollars work, a new study reveals that 57% of CMOs are simply going with their gut feeling when setting marketing budgets, without any consideration for Return On Investment analysis.
The CMO Network on Forbes.com is the must-read, go-to spot for the latest marketing, advertising and media news, trends, insights and analysis.
Marketing involvement can also provide clear direction on where to focus the analysis.
FORBES: 5 Steps To Squeeze A Lot More ROI From Your Marketing
Then, using this analysis, ISC developed numerous new dialogue strategies, ranging from drip marketing and target up-sells to new loyalty programs and prospect nurturing.
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We deliberately used gross income rather than net income in our analysis because the latter figure is so easily manipulated by studio accountants, with marketing expenses treated differently for almost every film.
As I develop marketing communication strategies for clients, I find that far too many don't do enough analysis of what builds influence in their target markets.
For example, when we do an analysis of companies, we often find strong asset enhancement CEOs closely allied with strong heads of marketing and sales.
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