Index
- A/B subject-line testing
- Acquisition
- AdWords
- Age, and relevance vs. privacy concerns
- AlchemyAPI
- Amazon
- Amazon Prime
- American Marketing Association
- Android
- Apple
- Application programming interface (API)
- Arby's
- Art, marketing as
- Audience segmentation,. See also Segmentation
- Authenticity
- Automated programs:
- definition of
- rounding out digital enhancements with
- Automation:
- for data capture/hygiene
- by Silverpop
- use of, in campaign creation
- B2B marketing, see Business-to-business marketing
- B2C marketing, see Business-to-customer marketing
- BabiesRUs
- Basic segmentation rules
- Batch-and-blast marketing
- “Batch and blast” marketing
- Baumgartner, Felix
- Behavior, as key to marketing
- Behavioral marketing, reasons for focusing on
- Behavioral marketing campaigns, examples of
- Behavioral marketing manifesto
- Behavioral marketing quotient
- Behavioral scoring
- Best Friend Brand(s)
- Creative Market as
- definition of
- Delta Air Lines
- eBags as
- GILT Group as
- prospect nurturing by
- research on
- Spotify as
- Blacklists
- Branch, Allan
- Brands and branding. See also Best Friend Brand(s)
- personal brands
- and social networks
- Brand voice
- Browse abandon:
- definition of
- as digital enhancement
- in marketing campaign
- Budgeting
- Buffer
- The Bulletin
- Burnett, Leo
- Business challenge(s):
- budgeting as
- data capture and hygiene as
- Business-to-business (B2B) marketing
- and acquisition
- and automation
- with deep considerers
- and nurture marketing
- and path to first purchase
- and prospect nurturing
- and segmentation
- Business-to-customer (B2C) marketing
- and acquisition of B2C brands
- and prospect nurturing
- Business value, adding
- Buying habits, customers’
- Buy now links, clicks on
- Call centers
- Campaign creation
- great creative in
- importance of segmentation of
- logic and queries in
- and use of automation
- Career success
- and getting promoted
- and your personal brand
- Carpet-bombing prospecting
- Cart abandon:
- definition of
- as digital enhancement
- Cart abandon content
- Catalog marketing
- Centralized customer databases
- Challenging environment(s)
- documenting in
- experimenting in
- planning in
- small company as
- working alone as
- Change(s):
- leadership
- making incremental
- scaling
- Channels
- call centers
- direct mail
- mix of, for measurement/optimization
- mobile applications
- sales
- social networks
- Channel delivery
- Children's Online Privacy Protection Act (COPPA)
- Click-through rates (CTRs)
- Click-to-open rate (CTOR)
- Clothing retailers
- CLV, see Customer lifetime value
- CMOs:
- hiring by
- in marketing reporting structure
- new
- role of
- CMS (Content Management System)
- College degrees
- Comcast
- COMDEX
- Communication:
- fragmentation of, with mobile apps
- and leading the conversation
- Company size
- Completed records, percentage of
- Constructive dissatisfaction
- Consumer packaged goods (CPG) companies
- Consumer Reports
- Content Management System (CMS)
- Content strategy
- for acquisition
- customer interaction points in
- definition of
- with postpurchase campaigns
- for prospect nurturing
- responsibility for
- for retention/loyalty
- Conversion rate
- Corporate Executive Board
- Cost-per-acquisition (CPA)
- Cost-per-click (CPC)
- Cost per thousand (CPM)
- Cost-to-serve models
- CPA (cost-per-acquisition)
- CPC (cost-per-click)
- CPG (consumer packaged goods) companies
- CPM, see Cost per thousand
- Creative, great
- Creative function
- Creative Market
- Credit score, as demographic factor
- CRM (customer relations management)
- CRM systems
- Cross-channel activation
- Cross-sell offers
- Customers, buying habits of
- Customer focus
- Customer IDs
- Customer interaction points
- Customer journey mapping
- acquisition
- and building new programs
- current state of
- and optimizing existing programs
- path to first purchase
- path to repeat purchase
- steps in
- and understanding stakeholder relationships
- using data analysis for
- Customer lifetime value (CLV)
- Customer relations management (CRM)
- Customer support, social networks and
- Dark conversions
- Data analysis
- Database marketing managers
- Data capture and hygiene
- and business challenges
- customer ID scheme for
- dedicated staff for
- and focus on capture vs. hygiene
- importance of
- key tactics with
- master database for
- program automation capability for
- science vs. art of
- segmentation rules for
- Data schemas
- Datasift
- Deep considerers
- Deliverability
- Delta Air Lines
- Delta SkyDining
- Delta Sky Miles
- Demographics
- Digital marketing
- Digitas
- Direct mail
- Directors:
- hiring
- in marketing reporting structure
- and planning
- role of
- Disinterested recipients
- Documenting, in challenging environments
- DoubleClick
- Dove
- Dunbar, Robin
- Dyson
- eBags
- Efficiency
- 80/20 rule
- Email:
- mixing, with other channels
- mobile vs.
- opening
- two-touch postpurchase email campaign
- Email Benchmark Report
- Email channel
- Email marketing
- Email platforms
- Email service providers (ESPs)
- Engage 8 (marketing platform)
- “Engagement” score
- Enterprise resource planning (ERP)
- ESPs (email service providers)
- European Union
- Events, in-store
- Executives:
- and increased sales
- lack of support from
- Experimenting, in challenging environments
- Explicit preferences
- Failure, reasons for
- Families
- Farris, Paul
- Federal Trade Commission
- First-purchase path
- Fishkin, Rand
- Flickr
- Formula One
- Foursquare
- Freemium model
- Gender
- Getting started
- GILT Group
- Gmail
- Google+
- Google Analytics
- Google Glass
- GPS
- Graco
- Great Recession of 2008
- “Grit,”
- Groupon
- Harvard Business Review
- Health Insurance Portability and Accountability Act (HIPPA)
- Hertz
- Hickey Freeman
- Hilton Honors
- Hilton Hotels
- Hiring practices
- Home ownership, as demographic factor
- Hoover
- Hotmail
- HTML
- IBM
- IBM Commerce group
- IKEA
- Implicit preferences
- Inbox, mobile app
- Incremental changes, making
- InsideView
- In-store events
- In-store sales
- Interactive voice response (IVR)
- Internal support, lack of
- Internet Service Providers (ISPs)
- Intuit
- iOS
- IP addresses
- ISPs, see Internet Service Providers
- IT
- IVR, see Interactive voice response
- JavaScript
- John Varvatos
- Key performance indicators (KPIs)
- Kroger
- Leadership changes
- Lead generation
- Lead Generation Cards
- Leading the conversation
- LessAccounting
- Lexus
- Lists, growing your
- Listening
- Logic (in campaign creation)
- Loyalty, content strategy for
- Loyalty programs
- Macy's
- Managers:
- hiring
- in marketing reporting structure
- role of
- Managing upwards, see Challenging environment(s)
- Market dynamics
- Marketing:
- art vs. science in
- definition of
- Marketing analysts
- Marketing channels, see Channels
- Marketing function
- Marketing Metrics (Farris)
- Marketing qualified leads (MQLs)
- Marketing team
- and data capture/hygiene
- hiring/grooming managers for
- key attributes for members of
- pushing your
- Master database
- Measurement and optimization
- with completed records
- constructive dissatisfaction with
- with deep considerers
- with disinterested recipients
- key metrics for
- mixing channels for
- with raving fans
- with repeat purchasers
- and scoring
- Microsoft Dynamics
- Mobile applications (mobile apps)
- email vs.
- and fragmentation of communication
- and history of mobile
- mixing, with other channels
- notifications with
- and operating system
- SMS vs.
- Mobile platforms
- Moz
- Multichannel users
- Multitouch nurture programs
- Net Promoter® Score
- NetSuite
- New programs, building
- “Next Six” method
- Nike
- Nokia
- Nordstrom
- Notifications (mobile apps)
- Nurture marketing
- Nussey, Bill
- Online sales, in-store vs.
- Operating systems
- Optimizing existing programs, customer journey mapping and
- Oracle
- Outsourced (sitcom)
- Paid media, mixing, with other channels
- Path (application)
- Path to first purchase
- Path to repeat purchase
- Personal brand, your
- Personalization:
- assessing your marketing
- in email marketing
- Planning:
- in challenging environments
- importance of
- Point-of-sale (POS) systems
- Postpurchase campaigns
- Potential, hiring for
- Preferences, implicit vs. explicit
- Presales research
- Privacy, relevance vs., for young consumers
- Program enhancement
- Promoted, getting
- “Propensity-to-buy” score
- Prospect nurturing
- Push notifications
- Queries (in campaign creation)
- QuickBooks
- The Quiet Revolution in Email Marketing (Nussey)
- Ranking models
- Raving fans
- Red Bull
- Regression analysis
- Relentless, being
- Relevance, privacy vs., for young consumers
- Repeat-path purchase
- Repeat purchasers
- Requests for proposals (RFPs)
- Research, presales
- Results, underwhelming
- Retail sales
- Retention, content strategy for
- Return on investment (ROI)
- Revenue
- Revenue per transaction
- RFPs (requests for proposals)
- ROI, see Return on investment
- Salaries
- Sales
- Salesforce
- Sales-qualified leads (SQLs)
- Samsung
- SAP
- Satmetrix
- Scaling change
- Scoring:
- of audience segments
- automation of
- as functionality
- and measurement/optimization
- Search engine optimization (SEO)
- Segmentation:
- audience
- and data capture/hygiene
- importance of, in campaign creation
- SEO (search engine optimization)
- Short message service (SMS)
- mixing, with other channels
- mobile vs.
- SIC (standard industrial classification) codes
- Silverpop
- automation by
- nurture marketing by
- prospect nurturing by
- query engine of
- and SaaS model
- Simple mail transfer protocol (SMTP)
- SiriusDecisions
- SKUs
- Small organizations, working in
- SMS, see Short message service
- SMTP (simple mail transfer protocol)
- Snapchat
- Social networks
- and brand vs. support
- choosing
- human touch factor needed in
- and marketing vs. listening
- mixing, with other channels
- Social proof
- “Social proofing,”
- Software-as-a-service (SaaS)
- SPAM
- Spamhaus
- Specialists:
- hiring
- in marketing reporting structure
- role of
- Spotify
- SQL, see Sales-qualified leads; Structured Query Language
- Square
- Stakeholder relationships, understanding
- Standard industrial classification (SIC) codes
- Starbucks
- Starwood
- Structured Query Language (SQL)
- Subject-line enhancements
- Success:
- career
- keys to
- Success rate, assessing your marketing
- SVPs:
- hiring by
- in marketing reporting structure
- new
- Target
- Team, marketing, see Marketing team
- Technology
- Technology stack
- Technology upgrades
- Time, insufficient
- “Top-kill” value
- Tracking, audience
- Tradeshows
- Tribal DDB
- Triggered messages
- Tumblr
- Tumi Luggage
- Two-touch postpurchase email campaign
- United States Postal Service
- University of Oxford
- UPS
- Vine
- Vision
- VPs. See also SVPs
- in marketing reporting structure
- and planning
- role of
- Vtrenz
- Wayne, Lil
- Website purchase pages, visits to
- Website visits, data on
- Web tracking
- Welcome campaign, as digital enhancement
- Whiteboard Friday
- Working alone
- Xfinity
- YouTube
- Zappos
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