Game Changers Live with Ian Baer, Chief Strategy Officer

1.30.2012 | Ian Baer | NO COMMENTS

This article is a transcript of a Game Changers Live interview hosted by The Troyanos Group, an executive search and consulting business located in New York City.

Dennis Troyanos: Today I’m joined by Ian Baer, Chief Strategy officer of Rauxa. Welcome to Game Changers Live

Ian Baer: Thanks, Dennis, I appreciate it.

DT: I’m also joined by my partner Norman Sherman.

Norman Sherman: Good morning.

DT: We’re going to start with a couple of basic questions, Ian, and we’ll have…

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Driving Value through Insight

1.25.2012 | Jesse Roberts | NO COMMENTS

Five ways to use predictive analytics to identify cross-sell and up-sell opportunities.

Companies have access to more information about their customers than ever before. Yet many marketers struggle to capitalize on this wealth of knowledge in meaningful ways that allow them to cost-effectively enhance the customer experience, deepen customer loyalty, and secure future revenues. To do this, Predictive Modeling, an approach focused on helping companies glean actionable intelligence based on historical data, remains direct marketing’s…

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The Era of the Free-Range Consumer has Arrived

11.8.2011 | John Avery | NO COMMENTS

Marketing used to be so tidy. Buy some media, print some brochures, maybe follow up with an email, and then make the sale. Advertisers just had to follow the principles of the purchase funnel, and they herded consumers through it for decades. For years, we’ve known that things were changing, and marketing consultants like Forrester and McKinsey have been developing next-gen…

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Genius idea, lame execution. Ikea creates Mänland.

10.18.2011 | John Avery | NO COMMENTS

A couple years ago, Budweiser ran a spot where guys were hiding inside a rack of clothes watching sports (and drinking Bud Light) while their girlfriends shopped. Being a dad with two daughters and a wife who loves to shop, the spot struck a chord with me. I mean, how great would it be to be able to just hang out and watch sports while my girls shopped their brains out? Well, Ikea in…

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The Right Measures

9.26.2011 | Kris Kolve | NO COMMENTS

Marketers generally spend the bulk of their time thinking about strategy, creative, goals, and the next campaign. Unfortunately, marketers often devote much less time to the critical question of how to measure success. But the way we measure actually affects the answers we get. And while selecting the right measures can be challenging, it can be made easier by understanding the business context, considering the use of multiple measures, and establishing a baseline.

Develop a…

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Is Your Brand Anti-Social? Three Ways to Engage Your Brand in Social Media

9.12.2011 | Ian Baer | NO COMMENTS

So many brands today seem addicted to the now-ubiquitous Facebook “Like” feature. Many marketers have skipped right past the real brass ring—genuine consumer engagement—because it seems so simple and measurable to say, “Two million people ‘like’ my brand on Facebook. That must be good.”

However, as direct marketers, we know that when the premise upon which a consumer initially engages does not square with the actual customer experience, we’re going to have trouble retaining those…

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The Danger in Listening Too Closely

8.29.2011 | Hilary Murdock | NO COMMENTS

It’s impossible to listen too closely to clients when they’re explaining why they need a social media strategy. But it’s possible to listen too closely to a client’s brand when trying to develop that strategy.

Think about something you’re truly passionate about. It could be anything: music, volunteering, sports or cooking. When you discuss this favored topic with a friend, you’re more likely to be effusive, enthusiastic and have a specific point of view. And when you’re…

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If you want your message to be heard… listen

8.17.2011 | Ian Baer | NO COMMENTS

Sure you’re listening, but is it profitable?

Through effective online listening, your brand can create a complete picture of its online presence, favorability and reputation.

It seems as if listening is quite an actively used word in social media and marketing these days. Yet most social media monitoring and listening done by brands seem to focus on the following questions:

  • What are people saying about your brand?
  • What are people saying about competitors’ brands?
  • What is your brand’s share…
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Five Ways to Generate Creative Ideas

8.5.2011 | Will Holburn | NO COMMENTS

In his new book, The Accidental Creative, author Todd Henry describes creative work as a “create on demand” world: “You go to work each day tasked with (1) inventing brilliant solutions that (2) meet specific objectives by (3) defined deadlines. If you do this successfully you get to keep your job. If you don’t, you get to work on your résumé. The moment you exchange your creative efforts for money, you enter a world…

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Six Pitfalls of Predictive Modeling

8.1.2011 | Jesse Roberts | NO COMMENTS

First, Facebook fans manage to get Betty White on SNL. Now, the latest “got milk?” ads have spawned “Got Discussion?”, a social-network campaign from the ever-clever milk people who’ve touched off a little brouhaha by touting the benefits of milk for the many long-suffering victims of PMS… men. Got discussion as to what segment of the population is not amused? Got awareness of how much press California’s milk board has received?

So whether negative…

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