Adventures in Mobile Marketing

Certification: Data vs. Guts


MarketingSherpa offers a certification course before the EmailSummit sessions begin on Monday. Last night at dinner, my two colleagues and I were talking about the course, and I wondered if, since we were already doing pretty sophisticated emails, segmentation, etc., whether it was going to be worthwhile. The bits I witnessed, with Dr. Flint McGlaughlin of MarketingExperiments, was chock full of great advice, methodology, and data points. More importantly perhaps is that it spurred a conversation with the same colleagues on the efficacy of one of our key campaigns. McGloughlin went through various emails very clearly into the reading flow of consumers, the issue of expectation from the subject line to the content of the email, as well as the offer.

In the presentation, MarketingExperimenets presents a formula based on effectiveness of email marketing, and the fact that they had a formula really dovetailed nicely with a book I read on the plane (and will review on here at some point): SuperCrunchers, which establishes data and regression testing in contrast to (what I term) gut marketing, or intuitive defenses of the ways and means of effective marketing. Haven’t we all seen that- someone in management or executive level saying “I don’t like that,” with no justification, data, or analysis to back it up? Frustrating.

This certification course has a lot of testing and information in helping corporate email marketing departments defend certain issues and “reasons why” we do things- short email subjects, not selling so hard (Phil hates the word ‘deal’ for very good reasons!), etc. So in this regard the certification course is very valuable. Looking forward to the email marketing internal politics session after the keynote tomorrow!

Back to the subject of data analysis in constant battle with ‘gut marketing’, what interesting to me is the fact that data analysis is not the gold standard, because, basically, learnings age. Negotiating that aging period is the real challenge. When do you have to retest various lessons you learned? When do offers get stale (i.e., “free shipping”), voice gets old, segmentation becomes complex and no longer useful, etc.

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Written on Sunday, 24. February 2008 at 13:07 In the category EmailSummit, data analysis, emailstandards, metrics. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. I enjoy reading your blog and also attended the MarketingSherpa summit in Miami. That’s me in the blue shirt in your photo above! Glad you enjoyed the summit.


    Steve Povilaitis

    Comment: Steve Povilaitis – 28. February 2008 @ 10:00 am

  2. Thanks Steve!

    Comment: banane – 28. February 2008 @ 10:27 am

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