Measure Twice, Cut Once: 3 Essential Steps to Take Before Investing in Marketing Technology<br />March 2010<br />
3 Steps to Take Before Investing in Marketing Technology:  Overview<br />6/8/2011<br />2<br />Confidential © SIGMA Marketi...
6/8/2011<br />3<br />Confidential © SIGMA Marketing Group 2010<br />3 Steps to Take Before Investing in Marketing Technolo...
6/8/2011<br />4<br />Confidential © SIGMA Marketing Group 2010<br />3 Steps to Take Before Investing in Marketing Technolo...
6/8/2011<br />5<br />Confidential © SIGMA Marketing Group 2010<br />For customer data management <br />and marketing techn...
6/9/2011<br />6<br />Confidential © SIGMA Marketing Group 2010<br />Step One:  Up Front Analytics<br />It is amazing how m...
Step Two: Customer Contact Strategy<br />6/9/2011<br />7<br />Confidential © SIGMA Marketing Group 2010<br />You’ve done y...
Step Three: Marketing Technology Assessment and Roadmap<br />6/9/2011<br />8<br />Confidential © SIGMA Marketing Group 201...
Why Measure First?<br />6/8/2011<br />9<br />Confidential © SIGMA Marketing Group 2010<br />It may sound like more work, b...
your required contact strategies,
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Marketing Technology Investment. You Need To Measure Twice. Cut Once.

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Many companies are overly aggressive with their marketing technology plans. There are 3 essential steps you need to take BEFORE making large investments in marketing technology to ensure you are leveraging your investment properly.

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Marketing Technology Investment. You Need To Measure Twice. Cut Once.

  1. 1. Measure Twice, Cut Once: 3 Essential Steps to Take Before Investing in Marketing Technology<br />March 2010<br />
  2. 2. 3 Steps to Take Before Investing in Marketing Technology: Overview<br />6/8/2011<br />2<br />Confidential © SIGMA Marketing Group 2010<br />How are your strategies to engage with customers working? And… How will you develop plans to take that to the next level?<br />Didn’t your father ever tell you this? <br />“Make sure you measure twice, and cut once.” <br />Nothing beats solid preparation and planning, whether it’s painting, building a bookshelf, developing a predictive model or investing in the right marketing technology platform. <br />
  3. 3. 6/8/2011<br />3<br />Confidential © SIGMA Marketing Group 2010<br />3 Steps to Take Before Investing in Marketing Technology: Ponder This…<br />Time and time again, companies become overly aggressive with their marketing database, campaign management and business intelligence plans. <br />In many instances, they end up in a position where they are investingthousands, and in some cases, millions of dollars in marketing technology before really developing a strategy for how to leverage this investment. <br />Seriously?<br />
  4. 4. 6/8/2011<br />4<br />Confidential © SIGMA Marketing Group 2010<br />3 Steps to Take Before Investing in Marketing Technology: Ponder This…<br />Unfortunately… Yes… Seriously. Sad isn’t it? <br />Does any of this sound familiar?<br />“We need a better database” <br />“I can’t get timely reports or customer data” <br />“IT takes too long to get me the information I need”<br />If and when you hear these things – run for help immediately!<br />Not sure where to go for help? Continue reading…<br />
  5. 5. 6/8/2011<br />5<br />Confidential © SIGMA Marketing Group 2010<br />For customer data management <br />and marketing technologies to be <br />fully capable of fulfilling multichannel <br />communications objectives, <br />there are 3 essential steps to take<br />BEFORE investing in marketing technology.<br />
  6. 6. 6/9/2011<br />6<br />Confidential © SIGMA Marketing Group 2010<br />Step One: Up Front Analytics<br />It is amazing how many companies either assume they can run segmentation and profilingduring or after the technology is in place. <br />Conducting the right marketing analytics needs to be done up front. <br />This is such an important step . Identify where and how to best achieve your strategic objectives.<br />Develop the key metrics for your ongoing database marketing at this stage as well.<br />
  7. 7. Step Two: Customer Contact Strategy<br />6/9/2011<br />7<br />Confidential © SIGMA Marketing Group 2010<br />You’ve done your profiling (in step one), now you can lay out the future strategies for messaging streams to reach your objectives and maximize their results. <br />The findings from this step can be used to build a communications roadmap and a plan that can be used to “test and learn” to achieve better marketing results and customer engagement. <br />You also want to take those findings to build out the required marketing technology requirements when they have been proven to drive positive ROI.<br />
  8. 8. Step Three: Marketing Technology Assessment and Roadmap<br />6/9/2011<br />8<br />Confidential © SIGMA Marketing Group 2010<br />You’ve completed Steps One and Two. Now you need to assess the current technology and automation readiness of your organization.<br />Include detailed recommendations for technology components and timelines you should consider as you plan to support a more robust database marketing program and investment. <br />
  9. 9. Why Measure First?<br />6/8/2011<br />9<br />Confidential © SIGMA Marketing Group 2010<br />It may sound like more work, but the time and effort spent up front “measuring twice” will pay off. <br />By looking at:<br /><ul><li>your strategic customer segments,
  10. 10. your required contact strategies,
  11. 11. messaging streams, and
  12. 12. the expected ROI from these actions, </li></ul>You will be better informed to make the best marketing automation investment decisions. <br />
  13. 13. You’ll be the Hero!<br />6/9/2011<br />10<br />Confidential © SIGMA Marketing Group 2010<br />This Could Be You…<br />
  14. 14. Engaging your customersthrough analytics, strategy and technology<br />6/8/2011<br />11<br />Confidential © SIGMA Marketing Group 2010<br />Our Blog: FifthGearAnalytics.com<br />Web: SigmaMarketing.com<br />Twitter: @SIGMA_MktgGrp<br />Call Toll Free: 888.277.9837<br />Email: SIGMAinfo@sigmamarketing.com<br />

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