Thanks for all the positive feedback regarding our recently launched 4 Questions for Marketing Innov...

1. HackerAgency CEO Answers 4 Questions for Marketing
Innovators | Ernan Roman
Thanks for all the positive feedback regarding our recently launched 4 Questions for Marketing
Innovators. Each blog features one marketing innovator who addresses 4 questions;
What is one marketing topic that is most important to you as an innovator?
Why is this so important?
How will the customer experience be improved by this?
How will this improve the effectiveness of marketing?
Please send your feedback and ideas for people you would us to interview to ernan@erdm.com
Spyro Kourtis is President/CEO of HackerAgency, a global digital/direct marketing agency with
expertise across all media channels and a focus on the metrics that matter. Clients include Coca-
Cola, Volkswagen, One Medical Group, Essence Healthcare, Hyatt and Microsoft. Spyro
spearheaded the movement that brought the agency to the point where it synergistically uses and
optimizes all digital and traditional media to achieve superior ROI for its clients.
When not at work, Spyro is involved with the local community, including Family Law CASA and
Gilda's Club.
1. What is one marketing topic that is most important to you as an innovator?
I want to achieve a more holistic understanding of how marketing communications drive ROI.
2. Why is this so important?
Many marketers are still looking at ROI in linear terms: send mail, respond by phone, measure sales,
etc.. But with the technologies at our - and consumers - disposal, that linear model fails to account
for the impact of other touch points.

2. Until recently, many interactions were not visible to the marketer, they were conversations between
two people with no opportunity to track, guide, inform or influence. Now, that reality has changed
significantly. With the growth of social and explosion of mobile, many of these interactions are now
visible to marketers, so it is easier to guide and help the consumer.
Is this immersive path more effective? Yes. But it's also, admittedly, more challenging
http://www.whatsmyline.org/?p=11 to measure.
3. How will the customer experience be improved by this?
They'll receive more timely and relevant communications, more one-to-one conversations with a
broader audience. We can better inform them based on their specific needs and situation - it
becomes as much helping as it is selling. A great example of this power is how we can politely
present the Volkswagen consumer in China a 4-door vehicle option when they select that they have a
baby. It's done in an informative way, offering relevant, tailored options that will improve the
customer's experience with the brand.
I think of personalized offers as relevant offers - maybe best restated as an intuitive use of facts that
enables the offering to match the customer's needs versus what may be
http://www.mangomaxx.com/?p=31 on the company's "hot list" at large. Some people (I'm one of
them) have an adverse reaction to retargeting online. After I've shopped for something, it can be a
little spooky to see that same item repeatedly served up to me seemingly all over the place. That "big
brother effect" doesn't apply here, since we're applying information in an intuitive way that can
enhance their relationship with the brand.
4. How will this improve the effectiveness of marketing?
Here's the great thing: More customer-centric marketing communications mean greater ROI for the
marketer, a more valuable experience for the consumer, and a more fulfilled agency staff because
they see their work perform better. Now that's a win-win-win!
It's a cycle, more loyalty means more business, more business means more innovation to better
service our customer.
What is your favorite activity outside of work?
I spend my free time with family. Travel, food and tennis are my vices.

3. Ernan Roman is president of ERDM.
ERDM conducts Voice of Customer (VoC) research to identify high impact Customer Experience
strategies.
Inducted into the DMA Marketing Hall of Fame due to results clients achieve with ERDM's VoC
research driven strategies.
Clients include IBM, MassMutual, Microsoft, NortonAntivirus, QVC and NBC.
Roman is the author of Voice of the Customer Marketing and of the Huffington Post published
http://szponzoraltlink.com/uncategorized/how-to-pursue-proper-blog-design/ blog, Ernan's Insights
on Marketing Best Practices.
Named by the Online Marketing Institute as one of the "2014 Top 40 Digital Luminaries" and by
Crain's BtoB Magazine as one of the "100 most influential people in Business Marketing".
www.erdm.com
ernan@erdm.com