- Multichannel Forensics, PPC, SEO, and Online Marketing Example. A huge surprise. Online marketers have been least likely to apply Multichannel Forensics to their data (largely because they are tied to Google Analytics), but voraciously consumed this article.
- My Keynote Address At The Catalog Conference. Enough said.
- The Direct Marketing Customer Continuum. This article led to the development of the Organic / Social / Algorithm / Advertising / Begging model that has become so popular.
- Multichannel Customers And Advertising. Another article that led to the popular Organic / Social / Algorithm / Advertising / Begging model.
- A Sample Multichannel Results Meeting. You thoroughly enjoyed satire in 2008.
- Multichannel Forensics: An E-Mail Example. The e-mail marketing community is unique. It appears to be a modestly populated number of highly passionate quantitative individuals fighting an uphill battle against a social media punditocracy comprised of hundreds of thousands of non-quantitative evangelists. The battle reminds me of direct vs. brand marketing arguments of the 1990s.
- The Seattle Sonics are Moving Their Multichannel Brand To Oklahoma City. Popular among Seattlites.
- A Day In The Life Of A Multichannel Marketer. More satire.
- Micro-Channels: How Dell Arrived At Their Twitter Strategy. Write about social media and Dell, and people are guaranteed to follow along.
- 53 Vital Multichannel Website/Online Marketing Tips. Ever notice that marketing trade journals and bloggers often write about "X Tips For Guaranteed Breakthrough Success"? There is a reason. You love these lists!
- Multichannel Forensics: How A Cataloger Becomes An Online Brand. The catalog community loves reading these articles. But do you act upon the information?
- Retailers Using Social Technology. You enjoy seeing what other folks are doing.
- It's Here! Hillstrom's Multichannel Secrets. The dumbest thing I did in 2008 --- giving away free digital preview copies of a book before selling the book. I gave away more copies than I sold. Pundits, pundits, PUNDITS! They tell you what to do, without any accountability for actual results. Here's a hint: Don't give away content you want to sell, no matter what credible people tell you.
- Multichannel Forensics: The Building Blocks. The article outlines the basics in a typical Multichannel Forensics project.
- Secret Sauce. One of my favorite professional moments.
December 25, 2008
Top 15 Articles Of 2008
Here's what you enjoyed the most, during 2008.
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...