4 reporting habits that could sink your business

May 12, 2015  |   Data-Visualization   |     |   0 Comment

With so much data, analysts have the power to explain, enlighten or confound. Unfortunately, with a lot of businesses stuck in old ways of reporting metrics, a lot of information is presented quite poorly. That means confusion, bad analysis and, ultimately, poor decisions. Let's look at four ways we report ...

Conducting a competitive analysis

January 30, 2012  |   Marketing   |     |   2 Comments

Some companies do not think about competitors, believing they operate in a vacuum. Others obsess about the competition, but in a way more akin to that ex-girlfriend (or boyfriend) you can't quite get over. Anecdotal 'sightings' of the competitor at industry tradeshows or chatter from prospects and customers force a ...

The Economics of SPAM and Why it is Making Your Metrics Irrelevant

January 30, 2012  |   Marketing   |     |   0 Comment

We have all noticed the explosion of SPAM since we started using email. The CAN-SPAM act slowed SPAM for a little while, but not long. In fact, the most aggressive emails we get seem to be the ones we want, Groupon Offers, Living Social deals and, most pertinent to our ...

Revolutionize Your Lead Management Strategy with Market Research

December 19, 2011  |   Marketing   |     |   0 Comment

Lead management and nurture tactics have become complicated, and measuring success more convoluted. Long nurture series contain infinite permutations to test: length of an email, types of content, how to deliver, what to send in different stages of the buyer life cycle, even the relative speeds of a nurture track. ...

Lead scoring for publishers

December 05, 2011  |   Marketing   |     |   0 Comment

As a publisher you may be thinking, why should I even worry about lead scoring? Lead scoring is for longer sales cycles, where you have to think twice before passing a prospect to a highly-paid sales professional. Circulation marketing is about finding the right tactics for prospects, then converting those ...

Use market segmentation research to drive circulation

November 23, 2011  |   Marketing   |     |   1 Comment

When you survey prospects and subscribers, you try to profile them, hoping to focus a message around what they want from your product. Profiling can also clarify your offering to advertisers. The more description you can give about your subscribers’ buying behavior, and the better you can slice this out ...

Five steps to develop an effective magazine market research strategy

October 26, 2011  |   Marketing   |     |   0 Comment

As a marketer in the magazine industry, do you have an overall strategy to learn more about your audience? How are you leveraging your research to attract and retain subscribers, and to secure more advertising sales? Subscriber research is multifaceted, but we can break it down into four main categories: ...

A quick publishing industry analysis using Porter’s five forces

October 11, 2011  |   Marketing   |     |   0 Comment

Michael Porter’s Five Forces is a framework for analyzing the potential profitability of an industry. Over the last ten years, the magazine publishing business has ridden a roller coaster of profits and losses due to the push of information online, financial calamity and the advent of the iPad. But overall, ...

Defining your circulation strategy with an effective subscriber survey

September 26, 2011  |   Marketing   |     |   0 Comment

When management talks about strategy, they usually mean tactics or goals. If your strategy is to grow circulation year-over-year by 10%, or to spend more on pay-per-click campaigns, then you’re not really talking about strategy. Growing circulation is great, but just stating that you want to grow it is a ...

Types of Nurture Tracks and Types of Content

July 26, 2011  |   Marketing   |     |   1 Comment

When you develop an automated nurture track, you should think about the specific goals of the track in question. You don’t want to send a series of emails to a prospect for no reason. But you also don’t want some of your prospects to be left behind with no communication ...