Comments for Marketing Analytics http://www.lynneharrold.com A blog about marketing, analytics and strategy Thu, 09 Sep 2010 17:29:09 +0000 http://wordpress.org/?v=2.6 Comment on You say he and I say kai by mobile http://www.lynneharrold.com/2010/01/09/you-say-he-and-i-say-kai/#comment-4225 mobile Mon, 30 Aug 2010 04:22:26 +0000 http://www.lynneharrold.com/?p=270#comment-4225 <strong> queen http://asantabec27f.APTAUTOPARTS.INFO/tag/mobile+queen+air/ : air...</strong> mobile... queen http://asantabec27f.APTAUTOPARTS.INFO/tag/mobile+queen+air/ : air…

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]]> Comment on Quote of the day by Marketing Analytics » The report of my death was an exaggeration http://www.lynneharrold.com/2009/01/05/quote-of-the-day/#comment-3323 Marketing Analytics » The report of my death was an exaggeration Tue, 25 May 2010 11:54:15 +0000 http://www.lynneharrold.com/?p=155#comment-3323 [...] there is another reported death that I am thinking about.  Back in January 2009 I included a quote about banner ads being the next direct mail.  I mean no offense to direct mail but the implication [...] [...] there is another reported death that I am thinking about.  Back in January 2009 I included a quote about banner ads being the next direct mail.  I mean no offense to direct mail but the implication [...]

]]> Comment on The gift that keeps on giving by Seema http://www.lynneharrold.com/2009/07/13/the-gift-that-keeps-on-giving/#comment-1735 Seema Mon, 20 Jul 2009 02:39:20 +0000 http://www.lynneharrold.com/?p=272#comment-1735 this is great.. Lynne keep it coming.. ! this is great.. Lynne keep it coming.. !

]]> Comment on What do you do when your subscribers are dying? by Mark Waterfield http://www.lynneharrold.com/2009/01/25/what-do-you-do-when-your-subscribers-are-dying/#comment-1713 Mark Waterfield Wed, 08 Jul 2009 02:36:34 +0000 http://www.lynneharrold.com/?p=168#comment-1713 In order to acquire new customers you need to create activities or products which are relevant to the younger market at the risk of upsetting the loyal customers. The example of creating a sub brand in your article says it all - There is no more to say on the subject - You are on the money Failure to bring in new younger customers guarantees extinction. If new customers come in you have a chance of surviving to live another day In order to acquire new customers you need to create activities or products which are relevant to the younger market at the risk of upsetting the loyal customers.

The example of creating a sub brand in your article says it all - There is no more to say on the subject - You are on the money

Failure to bring in new younger customers guarantees extinction. If new customers come in you have a chance of surviving to live another day

]]> Comment on What do you do when your subscribers are dying? by Twitted by Healing_Smart http://www.lynneharrold.com/2009/01/25/what-do-you-do-when-your-subscribers-are-dying/#comment-1712 Twitted by Healing_Smart Tue, 07 Jul 2009 22:19:01 +0000 http://www.lynneharrold.com/?p=168#comment-1712 [...] This post was Twitted by Healing_Smart [...] [...] This post was Twitted by Healing_Smart [...]

]]> Comment on What’s in a name? by Lynne http://www.lynneharrold.com/2009/06/15/whats-in-a-name/#comment-1647 Lynne Tue, 16 Jun 2009 18:05:14 +0000 http://www.lynneharrold.com/?p=250#comment-1647 Dennis, Thank you for explaining the reasons behind the re-branding effort. It is clear that you have an integrated strategy to reposition the deCordova based on customer intelligence. I hope you will let me know the results of your efforts. The deCordova is a very special institution that we are lucky to have in metro Boston. Sincerely, Lynne Dennis,

Thank you for explaining the reasons behind the re-branding effort. It is clear that you have an integrated strategy to reposition the deCordova based on customer intelligence. I hope you will let me know the results of your efforts. The deCordova is a very special institution that we are lucky to have in metro Boston.

Sincerely,

Lynne

]]> Comment on What’s in a name? by Dennis http://www.lynneharrold.com/2009/06/15/whats-in-a-name/#comment-1645 Dennis Tue, 16 Jun 2009 13:46:55 +0000 http://www.lynneharrold.com/?p=250#comment-1645 Lynne, was interested to read this. The discrepancy you found on our new, in-progress site (you have a good eye for detail) is being fixed today. However, it is one of many. Like many NFPs we don't have the $ (and if we did, would be unlikely to spend it to implement a new identity across all our collateral) to roll out this change all at once. Rather, we're rolling it out as we reprint items or create new pieces. So our letterhead, for example, has both the old name and our old logo... until we use the rest of it and reprint. Such is life in the non profit world. I spent 15+ years as an art director/chief designer for museums-- the Metropolitan Museum in NYC and the Smithsonian-- before becoming a Director. So I appreciate where you are coming from on this topic, and agree fully that slapping a new name on an institution isn't meaningful. However, I think your second-to-last pp makes my argument for me. Data shows that DeCordova is best known for the sculpture park, and the vast majority of our visitation is seasonal. The Park, and sculpture, are our core "products" if you will, and we are orienting our identity around this strength. The rebranding is following a number of efforts in this regard--including establishing a sculpture park endowment, making many changes to what is in the park to orient it towards high-quality art (in the past year a number of works have departed, and several new works are being installed this summer), launching a sculpture park cell phone tour that includes content for kids/families, launching Free Friday Nights in the Park this July for families, and orienting many of our summer exhibitions aroudn Sculpture. The next two major summer shows (2010/2011) will be indoor/outdoor shows of major contemporary sculptors. Finally, we are working towards positioning and marketing around being the destination for those living in the western suburbs. So on that, we agree! Thanks for your thoughts on our efforts-- I'll be watching your blog in future. best, Dennis Kois Director deCordova Sculpture Park + Museum Lynne, was interested to read this.

The discrepancy you found on our new, in-progress site (you have a good eye for detail) is being fixed today. However, it is one of many. Like many NFPs we don’t have the $ (and if we did, would be unlikely to spend it to implement a new identity across all our collateral) to roll out this change all at once. Rather, we’re rolling it out as we reprint items or create new pieces. So our letterhead, for example, has both the old name and our old logo… until we use the rest of it and reprint. Such is life in the non profit world.

I spent 15+ years as an art director/chief designer for museums– the Metropolitan Museum in NYC and the Smithsonian– before becoming a Director. So I appreciate where you are coming from on this topic, and agree fully that slapping a new name on an institution isn’t meaningful. However, I think your second-to-last pp makes my argument for me.

Data shows that DeCordova is best known for the sculpture park, and the vast majority of our visitation is seasonal. The Park, and sculpture, are our core “products” if you will, and we are orienting our identity around this strength. The rebranding is following a number of efforts in this regard–including establishing a sculpture park endowment, making many changes to what is in the park to orient it towards high-quality art (in the past year a number of works have departed, and several new works are being installed this summer), launching a sculpture park cell phone tour that includes content for kids/families, launching Free Friday Nights in the Park this July for families, and orienting many of our summer exhibitions aroudn Sculpture. The next two major summer shows (2010/2011) will be indoor/outdoor shows of major contemporary sculptors.

Finally, we are working towards positioning and marketing around being the destination for those living in the western suburbs. So on that, we agree!

Thanks for your thoughts on our efforts– I’ll be watching your blog in future.

best,
Dennis Kois
Director
deCordova Sculpture Park + Museum

]]> Comment on Is there a generational gap and, if so, what do we do about it? by lynne http://www.lynneharrold.com/2009/05/29/is-there-a-generational-gap-and-if-so-what-do-we-do/#comment-1604 lynne Wed, 03 Jun 2009 18:00:41 +0000 http://www.lynneharrold.com/?p=242#comment-1604 Recent research by Harvard Business School found that the median lifetime number of tweets is one but 80% of users are following others or being followed by others. Thus, users are using Twitter but most aren't tweeting. For more details see http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html. Recent research by Harvard Business School found that the median lifetime number of tweets is one but 80% of users are following others or being followed by others. Thus, users are using Twitter but most aren’t tweeting. For more details see http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html.

]]> Comment on Replace spray and pray by Craig http://www.lynneharrold.com/2009/05/26/replace-spray-and-pray/#comment-1603 Craig Tue, 02 Jun 2009 23:48:15 +0000 http://www.lynneharrold.com/?p=238#comment-1603 Marketing Mix Models are an incredibly powerful but still under-utilised business tool. Relatively basic econometrics can provide real insight into which channels and campaigns really work.... The biggest obstacle to their more widespread use would seem to be the depressingly non-quant background of so many people in the marketing profession.... Savvy corporations employ people with PhDs in econometrics/statistics and quantitative marketing to do these things - Kraft is a classic example. With the right data inputs and the right analytic techniques these models can provide incredibly detailed guidance as to what is most likely to yield high business returns. Marketing Mix Models are an incredibly powerful but still under-utilised business tool. Relatively basic econometrics can provide real insight into which channels and campaigns really work…. The biggest obstacle to their more widespread use would seem to be the depressingly non-quant background of so many people in the marketing profession…. Savvy corporations employ people with PhDs in econometrics/statistics and quantitative marketing to do these things - Kraft is a classic example. With the right data inputs and the right analytic techniques these models can provide incredibly detailed guidance as to what is most likely to yield high business returns.

]]> Comment on Is there a generational gap and, if so, what do we do about it? by Craig http://www.lynneharrold.com/2009/05/29/is-there-a-generational-gap-and-if-so-what-do-we-do/#comment-1602 Craig Tue, 02 Jun 2009 23:40:38 +0000 http://www.lynneharrold.com/?p=242#comment-1602 John McCain notwithstanding, I'm not so sure that it's simply an age thing... I recently spoke with a friend who is advising an opera company and has recently conducted a web survey. We all know the age profile of the classical music audience but this survey got 50% completion rates amongst those that opened the email or read the DM piece - and half of the subscriber list opened it - so that's about 25% completion of a web survey from an almost-certainly-older-than-median audience... This may really be a class x age x occupation category (let's face it - senior pols have aides to deal with annoying things like email) issue? FWIW I can't see the point of Twitter as there seem to be rather serious limits to the length of posts - but then I'm old! John McCain notwithstanding, I’m not so sure that it’s simply an age thing… I recently spoke with a friend who is advising an opera company and has recently conducted a web survey. We all know the age profile of the classical music audience but this survey got 50% completion rates amongst those that opened the email or read the DM piece - and half of the subscriber list opened it - so that’s about 25% completion of a web survey from an almost-certainly-older-than-median audience… This may really be a class x age x occupation category (let’s face it - senior pols have aides to deal with annoying things like email) issue? FWIW I can’t see the point of Twitter as there seem to be rather serious limits to the length of posts - but then I’m old!

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