All posts by DaveChaffey

Digital Marketing Strategist since 1997. Publisher of Smart Insights. Author of Digital Marketing: Strategy, Implementation and Practice.

More good social media advice from Altimeter

This report focuses on Crisis management – not so many major crises acc to the report. I was more interested in the SM capability model. Where are you/your clients at?

1) Foundation: First, develop a business plan and put governance in place.

2) Safety: Then, get organized by anointing a team and process to deal with crises.

3) Formation: Next, connect business units to increase coordination and reduce duplication.

4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals

5) Enlightenment: Finally, weave real-time market response into business processes and planning.

Good to see IBM making Analytics more accessible!

As you might expect it’s basic and brief, but worth a scan. Areas that stood out for me were the coverage, scorecards and predictive analytics. Although it covers social media (checkbox!) that’s not so helpful. It would nice to see more on encouraging more use of analytics too.

You can download from here or a Google Search on the title will find it.

How applies the power of web analytics…

We have real-time data. There are no weekly or monthly reports; there is nothing you can really do in response to retrospective reports.

In a web environment, you need to be thinking: “Is there anything I can do in this minute, this hour or this day to change the business or move it along?”

All around the office we have screens showing traffic and subscriptions data. I think it has made a difference to the culture it’s made us more snappy and quicker at turning things around.

On Email marketing…

We have built automated marketing processes on the back of those insights that go out in emails. That has been transformational for us. We have gone from sending out 3.7 million emails and 90% of the audience not being interested, to sending a few tens of thousands of emails each week only to those who are most likely to want to subscribe.

Quote from Rob Grimshaw, the MD of in this Marketing Week interview

Also a classic quote about how to target with Email

The 5th edition of my Ebusiness textbook has just been published to coincide with the start of the new term. Here are the main changes. Now working on my Internet Marketing Book. It’s like “Painting the Forth Rail Bridge”, but more enjoyable I guess…

Each chapter has been rationalized to focus on the key concepts and processes recom- mended to evaluate capability and develop e-business strategies. The main updates for the fifth edition on a chapter-by-chapter basis are:

  • Chapter 1 starts with a look at the amazing innovation in business model that the web has facilitated. The introduction to different e-commerce concepts now covers mobile, Web 2.0 and social commerce concepts in more detail including a new case study on the Facebook business model. The six main options for reaching and interacting with online audiences are introduced.

  • Chapter 2, renamed ‘Marketplace analysis for e-commerce’, is updated with the latest tools for online marketplace analysis for e-business which can be used by students working on case studies or practitioners in business and is described with new diagrams and links to information sources. A new case study about i-to-i, an organization offering adventure travel in different markets is included.

  • Chapter 3. The chapter has been updated to review the business applications of augmented reality, APIs, mobile apps and microformats. Coverage of software as a service and the issues in managing these services have been added to. Chapter 3 includes a case study on Google technology and innovation and mini case studies on Amazon Web Services and Twitter.

  • Chapter 4. The chapter has been simplified and privacy implications of behavioural targeting and remarketing are presented.

  • Chapter 5. Chapter simplified, still using established strategy process frameworks.

  • Chapter 6. New research on Operations Planning (S&OP) Systems and a mini case study
    on how Argos uses e-supply chain management to improve customer convenience.

  • Chapter 7. New research on business benefits of e-procurement through case studies of
    three companies is presented.

  • Chapter 8. Some new concepts incorporated include content strategy and crowd sourcing.

  • Chapter 9. Increased depth on social media and introduction to social CRM.

  • Chapter 10. A new mini case study on conversion optimization by Def Shop and a case
    study of a failed e-project.

  • Chapter 11. A new section on using the star schema in data warehouses and business intelligence systems. Coverage of web user feedback tools.

  • Chapter 12. Content management and content strategy discussion updated.

This has to be the most amazing start to an annual report ever – can’t see many UK boards sanctioning this, but you can’t argue with sales growth of 40% YOY!

Their 2010 Annual Report (Amazon, 2011) starts:

“To our shareholders: Random forests, naïve Bayesian estimators, RESTful services, gossip protocols, eventual consistency, data sharding, anti-entropy, Byzantine quorum, erasure coding, vector clocks … walk into certain Amazon meetings, and you may momentarily think you’ve stumbled into a computer science lecture”.
Look inside a current textbook on software architecture, and you’ll find few patterns that we don’t apply at Amazon. We use high-performance transactions systems, complex rendering and object caching, workflow and queuing systems, business intelligence and data analytics, machine learning and pattern recognition, neural
networks and probabilistic decision making, and a wide variety of other techniques.

And while many of our systems are based on the latest in computer science research, this often hasn’t been sufficient: our architects and engineers have had to advance research in directions that no academic had yet taken. Many of the problems we face have no textbook solutions, and so we — happily — invent new approaches.

How Amazon stays ahead of the game…

This is part of my update on an Amazon case study

From Jeff Bezos in Year End Amazon report