2008, Volume 1, Issue 4
	Podcasts Improving Conversion Through Multivariable Optimization and Adaptive Targeting Customer Lifecycle Steps 1 and 2: Attract and Engage Customer Lifecycle Steps 3 and 4: Convert and Retain    Blogs Are All Marketers Optimists? The Seven Deadly Sins of Site Design Zen and the Art of Marketing in Tough Times: Balancing Leverage and Agility    Must-Read Industry Articles CMO Council Explores Customer Experience in Difficult Market Insights into the impact of poor customer engagement and what proactive companies are doing to address this culturally and operationally. By Daniel McCarthy How Brands Thrived During the Great Depression Companies can and do prosper during times of economic turmoil. Take a lesson from brands whose Depression-era advertising strategies were key to their survival. By Dave Chase Online Ad Spending Will Keep Growing Are tough economic times the right time to build brands and grow share of voice? See what the analysts, pundits and marketers are saying about the state of online advertising. By Geoff Ramsey    Earnings Interwoven Announces Another Record Quarter “Our third quarter performance – in which we delivered the largest top line revenues in our company’s history – represents the 20th consecutive quarter of year-over-year revenue growth for Interwoven,” said Joe Cowan, CEO at Interwoven. During the quarter, Interwoven added 114 new customers, bringing the total to over 4,600 customers worldwide. read more		In This Issue Featured Article Customer Spotlight Thought Leadership Events Featured Article The Power of Adaptive Targeting Mark Wachen Managing Director Optimost Walking through the airline terminal after the eMetrics conference in Washington DC last week, I saw an airport worker whose job I definitely didn't envy. It wasn't the ticket agent dealing with an irate customer who couldn't check luggage since his flight was leaving in less than 30 minutes. It wasn't the somber looking gentleman at the beginning of the security line, checking everyone's ID and then scribbling an "s" on each person's boarding pass (what innovative security!). No, the person whose job I didn't envy was Clara, the woman in the gift shop trying to decide what product to place on the one display table at the entrance to the store. Her anxiety was palpable as she did the mental gymnastics on what to promote in her primary display area. Should it be the White House snow globes? Halloween was approaching, so should it be the cute Snoopy trick-or-treating T-shirts? Or should it be the more practical, inflatable travel pillows? With so many people passing through with so many different agendas, it's hard to know what would be the most effective element to target against. Should it be geography (the White House globes), seasonality (the Halloween shirts), or demographics (the travel pillow)? And once this was decided, then she had to determine how to display it: for example, do you include a big sign highlighting the price, or do you make people look at the price tag? read more Customer Spotlight Honda Motor Company Honda Motor Company's Website already performed quite well, ranking high in industry surveys for quality and usability. At the same time, designed to serve multiple audiences including owners, enthusiasts, and shoppers, the site hadn't been designed with a single-minded focus on driving sales. read more Thought Leadership Variance in Customer Experience Report In September 2008, the CMO Council released a study seeking to measure the consistencies and disconnections in customer experience. The CMO Council audited and cataloged the "Variance in Customer Experience" across 25 major brands and multiple touch points including website, contact center, advertising, collateral, retail and events. Each of the 25 companies received an individual ranking by channel along with an overall ranking that aggregates all touch points to create a final score which assesses the totality of the customer experience. Those focused on customer experience initiatives across telecommunications, retail, automotive, media, travel and transport, consumer package goods, retail and hospitality will gain meaningful insight from the Variance Report. read more Events ad:tech New York November 3–6 New York, NY Digital Asset Management Symposium 2008 November 10–11 Los Angeles, CA Museum Computer Network Annual Conference November 12–15 Washington, DC Search Engine Strategies Chicago 2008 December 8–12 Chicago, IL
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