Geoff Wolf

Geoff Wolf

Geoff Wolf is EVP of client strategy at the Mission, Kan.-based direct marketing agency J. Schmid & Associates.

Cleaning Up the Data Crumbs

Overlapping data is all around us. Consumers are leaving breadcrumbs of data all over their shopping trails with each purchasing

Game-Changing Data for 2017

Over the past 20 years, analysts have taken advantage of the power of transactional data. The values can be analyzed and reported in

Driving Profit With Data

Data can be leveraged to drive profits for business in two ways. Generally Accepted Accounting Principles (GAAP) are the recognized

New Customers ... Now What?

The role of data within customer acquisition involves capturing and maintaining a record of the person or business that made a purchase. The basic information includes 1) who made the purchase, 2) when that purchase occurred, 3) what media channel the order was placed through and 4) the value of the purchase. Beyond the basics, there is a wealth of intelligence that can add value to customer acquisition programs. Above all, this record needs to be easily accessible for analysis in a query environment.

4 Key Elements Needed to Understand How Data Metrics Create Value

For many marketers reading this column, data is fun! We love the challenge of figuring out how to find and use data to solve problems and drive all kinds of marketing initiatives. However, we also operate in a business environment and have to ultimately answer the question of value. How do we create true value using our expertise and experience?

Data Wrangler

The most important recent change in the world of data-driven marketing is a single data analyst can now drive significant value using the powerful and affordable tools that are available in today's information technology world. Let's look at the opportunities that are involved with Web data and, specifically, two actionable ways for creating value with a high ROI: 1) Web data within its own reporting environment and 2) Integrating Web data into a multichannel reporting and marketing environment.

Opportunity Unfolded

This year in "Data Driven," we're exploring the opportunities unfolding in real time within the world of data-driven marketing. The single most important change recently is a single data analyst can now drive significant value using the powerful and affordable tools available in today's information technology arena. Let's look at the data processes involved with a sales team and the four parts required to create value with high ROI in this arena.

Digital Marxism

It is the combination of people and tools that create value of any kind, in any industry. In the world of data and analytics, the data or processes themselves are meaningless without a person to make it all happen and to interpret the result. Sure, computers and databases can churn out value, but they have to be loaded with programs and rules first—not to mention the strategic understanding afterward.

Use That Data!

Data is usually spoken in the context of collecting and organizing data, queries to gain intelligence and reporting to measure various key performance indicators. One rarely hears about data prowess together with creative design and marketing calls to action. This can only happen when both the left and right brain meet together in a combined environment.

Social by the Numbers

The first thing that comes to mind when considering data's role within social marketing is Web analytics. Social marketing, as a new marketing term that has evolved during the past decade, can be defined as "communication opportunities between consumers and businesses that use the Internet as a platform." As all this communication is taking place between Internet URLs, it makes sense Web analytics would form the foundation of data's role in this powerful medium. So let's discuss three actionable opportunities for data's role in social media.