Exploring Marketing Technology

Author: Jeff Larche

  • “A good sketch is better than a long speech”

    According to this Harvard Business blog, posted by John Sviokla, the headline is a quote often attributed to Napoleon Bonaparte. Below is a sample of a “sketch” that illustrates his premise that there are three strong reasons to pay attention to data visualization when tackling business problems.

    The graphic shows a big section of Iowa and a little of the surrounding states, depicting potential demand in the market by darker colors. We gathered this information from external sources and matched it down to localities by state. This "layer" depicts the market potential. The next layer adds the performance of the agencies, shown with different-colored markers
    Skiovla writes that the graphic above "shows a big section of Iowa and a little of the surrounding states, depicting potential demand in the market by darker colors. We gathered this information from external sources and matched it down to localities by state. This 'layer' depicts the market potential. The next layer adds the performance of the agencies, shown with different-colored markers."

    I came across this through Holy Kaw! from Alltop. Sviokla’s three reasons to provide data visualization are actually questions to ask yourself when you face a problem, or process improvement challenge:

    1. Is there a simple map or maps of information that could make my life easier?
    2. Do we have the ability to take the myriad data and synthesize it into these new forms?
    3. How much time does the organization waste arguing about the facts instead of deepening understanding or crafting solutions?

    The take-away: It doesn’t always work, but there are times where you can best solve a problem — and win consensus for that solution — by giving the data over to your graphing software. (My personal favorite way to show data online is Google’s free charts API).

  • Make a REAL difference this holiday in helping those in need: Here’s a Head Start!

    Milwaukee has been hit hard by this tough economy. We’ve all felt it. But this recession has hit those most vulnerable in our community the hardest of anyone.

    Holiday GigglesTwelve months ago I and a small group of friends decided to get off our butts to provide help to those least served in Milwaukee, in ways we could really see and share. Here’s that post about the extraordinary 2008 Head Start Holiday Celebration. In order to qualify for Head Start support, a family of three cannot have an annual household income of more than roughly $18,000!

    We’re doing it again this year and we need your help. We’re not with Head Start, but we’re volunteers helping Head Start throw a holiday celebration that will last for weeks to come.

    Please read this post on my personal blog site. Then consider a donation of $20 — or whatever you can afford — to make this event even better than the last.

    donate_100_postIt all comes together on Thursday, December 17, 2009. Please read about it, and contribute today!

  • Meet me Dec. 10 for breakfast and truthiness

    Stephen Colbert of The Colbert ReportTruthiness indeed. The occasion is Milwaukee’s next Social Media Breakfast, on Thursday, December 10. This just in: The snow storm has led to the cancellation of that breakfast meeting. The updated information is here, and the discussion will be on January 21, 2010. I’ll be one of four panelists discussing, Your Typical Social Media Consultant: Snake Oil Salesman or Expert? It reminds me of Stephen Colbert’s hilarious pairings of contradictory messages.

    Me? I plan to open remarks by pronouncing that, on average, only one-out-of-four “social media experts” is really worth listening to — and since that’s all I have to say on the matter, everyone can go home.

    Or maybe I won’t. You just have to attend to find out. Joining me will be the following:

    Matthew Olson @_Signalfire_ – Owner and Creative Director of Signalfire, LLC

    Sue Spaight @SueSpaight – VP of Account Management and Digital Strategy at Meyer & Wallis

    Kim Nielson @Knmu – Communications Project Manager at University School of Milwaukee

    Here are the details:

    December 10, 2009 – 7:30 am to 9:30 am
    The Moct – 240 E. Pittsburgh Ave., Milwaukee, Wisconsin
    WiFi and Light Breakfast Provided

    Twitter Hashtag: #SMBMke

    Register today!

  • Pecha Kucha Milwaukee wants YOU to make it brief!

    The Milwaukee chapter of the internationally-acclaimed Pecha Kucha Night has been on a bit of a haitus. That will all change, come February. Organizer Jon Mueller of 800 CEO Read posted on the central PKN site that he and his team are already looking for speakers:

    If you’ve attended an event, you can’t deny that you haven’t thought about what you could present, right? Now’s the time.

    We’re planning the next event for February 2010, and want to have you involved. We’re going to make this one the biggest and best yet. So, email me your idea, some sample images you’d use in your presentation, and a brief bio, and I’ll get back to you asap with more info: jon [at sign] 800ceoread [dot] com.

    Looking forward to hearing from you, and of course to the next PKN!

    Thanks,
    Jon | PKN MKE

    PKN MKE

    I’ll back Jon up on this. The 20-slide / 20-seconds-per-slide format is a blast to watch, and it’s even more fun to present. Check out links below, and contact Jon. You won’t regret it.

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  • Measuring your business blog’s success

    This afternoon I gave a presentation on business blogging, as part of SOHObiztube.com’s The Draft, an all-day social media workshop.

    The last part of the presentation was on my favorite tools for monitoring conversations, as well as the conversions that a business blog initiates. Here’s the list:

    Google Analytics — This is still my favorite way to monitor all blog activity. It is fairly easy to configure, it provides a great way to measure conversation (Google calls them “Goals”) and offers benchmarking with other blogs. Price: Free

    Technorati — This site provides simply but helpful ways to track the growth of your site, by comparing its “popularity” to others and showing all backlinks (also known as “pingbacks” to your blog from others. Price: Free

    CrazyEgg — This is new to me, and admittedly untried. But I like their visualization tools. The one below is a heatmap showing likelihood to click (not to be mistaken for an eye-scanning heatmap). Price: Plans vary in cost

    Crazyegg.com Heatmap

    Feedburner — This service, which was acquired two years ago by Google, is an industry favorite for monitoring how many people subscribe to you. It even has a badge, showing the number of subscribers you currently have. If you are reading this near the day it was published, you’ll see that the current theme of my blog displays the badge near the top of the righthand column of every page. (As of this morning, I had 365 subscribers. Thank you one-and-all!) Price: Free

    There. That’s my list. What’s yours?

    I had a great time talking to the group today, and invited them to post their questions about business blogging here in the comments section. I’m also inviting all of you to let me know what your favorite blog measurement tools are. I’m especially curious if you’ve used the CrazyEgg product line-up. If so, what do you think of it?

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