Archive for Glenn Pingul

From Interaction to Engagement: Why it’s a Must Move for Marketers

Posted by Glenn Pingul on March 28th, 2014 at 12:40 pm

What’s the difference between an interaction and an engagement? What does it take to move to continuous customer engagement? And most importantly, does the payoff justify the required level of effort?
Online dating seems to be all the rage these days – even earning its own show on Bravo (or so my wife tells me). And while we’ve all seen the eHarmony commercials touting success, it’s still hard not to question the practicality of this approach. You select a few attributes that describe you, receive a recommendation based on someone having a few of your few attributes, and voila – it’s time for your first date! But what’s the chance of turning that first date – which is solely based on a narrow set of attributes and perhaps some assumptions – into a second date and eventually, a long-term relationship?
Luckily for me, I’m a happily married man of nineteen years so I haven’t had to dabble in the online dating scene. Yes, the days of traditional dating required some ‘strategic planning’, but the chance of finding your perfect match was far greater than today’s age of ‘stranger dating’. Engaging in discussion, learning likes and dislikes, observing... Read more

4 Words Every Digital Marketer Should Use

Posted by Glenn Pingul on January 31st, 2014 at 11:51 am

January is the month of predictions and trends – with everyone proclaiming what the new year will have in store. Forbes says 2014 is the year “Big Data goes mainstream.” Wired claims 2014 is “the year of actionable data.” And a lot of folks are predicting this is the year marketers adopt a “mobile-first” mentality.

I’m on board with all of these predictions – but also know that more data, smarter technologies and a heightened interest in mobile come with an expectation of delivering a new kind of digital experience – one that is valuable for both the consumer and the marketer.

And according to Forrester, “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”

So as savvy marketers focus their sights on new tools, techniques and processes to help them deliver an impactful digital experience, here are a few key words that should be top of mind in every conversation, every investment, and every decision:

1. Insights
The ‘bigger is better’ mentality around data is shifting.  Through a variety of experiments and launched initiatives, marketers have learned that success... Read more

Is Science the “One Thing” Missing for Marketers?

Posted by Glenn Pingul on December 3rd, 2013 at 10:20 am

In a world where measuring change in customer behavior and the financial impact that results is secondary to volume-based metrics, like take rate, marketers are often left with a false sense of success.
In working with marketers across the globe, I’m often reminded of my favorite line from the classic movie City Slickers, staring Billy Crystal, Daniel Stern, and Bruno Kirby. For those of you who have not seen the movie (come on… really?!), it follows three city guys who go to a dude ranch in their search for a renewal of life.
In one scene, the three men are herding cattle from one location to another under the watchful eye of Curly, the herd master. Just as they finally figure out how to drive the herd, they run into a horrific storm and the characters yell out:
Ed: “We're doing great, guys! We're driving them!”
Phil: “Ah, that's perfect! We're lost but we're making good time!”
Marketers often fall into the same trap – running tons of campaigns that lead to a vicious cycle where regardless of the activity and effort, they end up like Ed, Phil and Mitch – in the same spot.
It’s the classic assumption that ‘doing more gets more.’... Read more

Three things mobile marketers can learn from mobile operators

Posted by Glenn Pingul on October 1st, 2013 at 12:37 pm

Let’s face it. Mobile operators have what it takes to both understand and influence the behaviors of their subscribers to drive better results. They have tons of data on their customers. And they have a marketing channel that allows for anytime, anywhere engagement. So what does success look like for the in-base marketer at today’s top mobile operators?
It isn’t high take rates or record level click-throughs. It’s the ability to influence the right behaviors over time to drive significant and sustainable business performance. To be more direct, it’s the ability to impact the KPIs that matter.
With this in mind, I wanted to highlight a few lessons learned from working with mobile operators that anyone focused on mobile can apply to their mobile marketing approach:
1. Some data is better than no data
Disparate, structured, unstructured, stored, internal, external…the list goes on. Data’s not always pretty but don’t let the complexities or eagerness to boil the ocean bring your marketing efforts to a halt. Yes, in an ideal world everyone would be able to access all data from across every silo via a single, always-available source but that reality is several years down the road for most companies... Read more

Data-driven marketing versus Big Data marketing…Huh?

Posted by Glenn Pingul on September 9th, 2013 at 11:18 am

If you’ve asked yourself ‘Aren’t we already doing that?’ when it comes to Big Data marketing, you’re not alone. Although marketers are feeling the pressure – both externally and internally – to evaluate and adopt new technologies and techniques, many struggle to identify how their current data-driven techniques really vary from the Big Data phenomenon at play.

Does Big Data marketing leverage different data? More data? Better data?
Do the technologies and processes change how I engage with my customers? Smarter? Faster?
Are the results different? Better? Impossible to achieve with what we have today?

Well, yes and no to all of the above. It’s not about altering the data used; it’s about altering the way the data is used. And it’s not about changing how you engage with your customers; it’s about automating the delivery process to extend relevant reach. Lastly, it’s not about aiming for different results; it’s about optimizing the process to expedite those results.
Many marketers who are focused specifically on cracking the code for ‘successful mobile marketing’ are turning their sights to Big Data marketing based on the points mentioned above – data analysis, automation, and optimization. It’s just not feasible to... Read more