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Rio Longacre

Who's Your Data?

By Rio Longacre

About Rio

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

 

Marketing Sustainably

Chet Dalzell
New Grads: Welcome to Your Professional Brand
May 25, 2015

I have education on the brain, both my own and that of thousands of new graduates entering the marketplace this...



Direct Mail for the Modern Marketer

Summer Gould
The USPS and Mobile Integration
May 28, 2015

The post office is yet again offering discount programs to mailers who qualify, with 4 promotions throughout 2015. In prior...



Reinventing Direct

Gary Hennerberg
5 Tips for Successful o2o Channel Leaping
May 27, 2015

The most strategically planned offline direct marketing effort can be sabotaged by weak links in an online sales order processing...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
#Mobilegeddon Is 2015’s Y2K for SEOs
May 26, 2015

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Instagram: Does It Matter That It Will Make Money on Your Pics?

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does this bother you? Should it matter? This new policy was announced in the firm's recently published new Terms of Use, which go into effect on Jan. 16, 2013. The language that most irritates users states: "You agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you...  Read More >>

Winner of the 2012 Presidential Election: Data

Now that the contentious 2012 election has finally ended, we get a chance to look back and assess what happened and why. Regardless of who you voted for, it's impossible not to acknowledge that the real winner of the 2012 election was data.  Read More >>

The Marketer’s Code of Conduct for Disasters

I live in New York City so, as you can imagine, the past week has been anything but normal. Fortunately, I live in a part of the city that was relatively unaffected by Hurricane Sandy, suffering only some knocked down trees and no cable or Internet for a couple days. Compared to many other in the city and surrounding region who are still facing no heat, a lack of electricity and unsafe drinking water—not to mention unspeakable damage from the storm surge—I feel extremely lucky.  Read More >>

Creepy Marketing and Social Media: How to Scare Away Your Customers for Good

Halloween is around the corner, so for this week's post I wanted to turn to a topic that is most definitely apropos: creepy marketing. No, we're not talking about marketing for Halloween. What's creepy marketing, you might ask? Creepy marketing is what happens when personalization goes horribly wrong—when good intentions morph into, well, disturbing communication that has the opposite of its intended effect and, instead of helping a brand push a product or service, sends recipients running...  Read More >>

Companies Mentioned:

'SoMoBiDa' Isn't a Song: Like It or Not, the Confluence of Social, Mobile and Big Data Is the Future of Marketing

Are you familiar with the word "SoMoBiDa"? SoMoBiDa is an abbreviation for Social, Mobile and Big Data—a combination of the three great trends in today's marketing world. In a practical sense, what does SoMoBiDa mean for marketers?  Read More >>

4 Attribution Models in the Age of Big Data

For marketers, attribution is the Holy Grail. For those unfamiliar with the term, attribution means determining what marketing channel or budget was responsible for generating a particular action. Without proper attribution, it's pretty darn difficult to perform any kind of meaningful ROI calculations on your marketing spend. In fact, I wrote another post about attribution earlier this year or so ago titled "The 'A' Word—Learn It, Love It, Live It!," which pointed out that in today's...  Read More >>

Numbers Don’t Lie: Gen X, Can You Handle the Truth?

If you're a Gex Xer, chances are since you've been in the workforce, for better or for worse you've lived in the shadow of the Baby Boomers. They're the ones who have hired you, fired you … and most certainly always held the best jobs. The more I think about the marketing world, the more I realize that there's an important undercurrent here, one that will have a tremendous impact on Gen X, and quite possibly Gen Y, as well.  Read More >>

3 Ways Rank-and-File Marketers Matter to the C-Suite in a Brave New Marketing World

A couple weeks ago in my post titled "Wanted: Data-Driven, Digital CMOs," I wrote about the enormous pressure CMOs are finding themselves under as the world digitizes, requiring a new type of leader, one who understands and feels comfortable in the digital space. The result of this changing dynamic has been a dramatic shortening of your average CMO's tenure. I'm not the first to observe this trend—it's been covered in many places over the past few months, including this great article from...  Read More >>

The Data Show: #NBCFail, or What Happens When an Industry Faces Digital Disruption

Like it or not, NBC must accept the fact that its monopoly on broadcast content has been disrupted by the emergence of new technologies, most notably the Internet and the DVR. Instead of creating a business model that leverages and monetizes on this new reality, they've instead tried to ram an old business model down the throats of consumers across the U.S., essentially missing the forest for the trees. As a result, they've pissed off millions of people, devaluing their brand in the...  Read More >>

Wanted: Data-Driven, Digital CMOs

There was a time, not so long ago, that the firm's CMO basically acted as the chief brand steward, running a marketing department that focused on maintaining brand equity and making sure the company was sending out the right message to the masses. Data and analytics? They were usually scoffed at … That was the purview of the down-and-dirty world of the direct marketer, right? Direct marketers were the ones who obsessed over response rates, cost per order, lifetime value and so on.  Read More >>

Social Media and ROI: Strange Bedfellows, or a Match Made in Heaven?

Unless you've been hiding under a rock during the past few years, you've noticed that social media has become the new norm in our lives, both personal and professional. For businesses large and small, what was initially a curiosity has rapidly emerged as a highly effective tool for interacting with their customers and prospects. … As interest and investment in social media continue to grow, it's inevitable that corporate stakeholders and bean counters across corporate America will begin to...  Read More >>

6 Steps to Building the Perfect Landing Page

Today, I've decided to go back to basics. And in the world of direct response marketing, nothing is more basic than the landing page. Having worked in the industry for many years, I can tell you from firsthand knowledge that no campaign can succeed without a Landing Page that converts. This is an indisputable fact. Try launching an email or direct mail campaign with a kick-ass creative that sends people back to the homepage of your wesbsite and see what happens. Inevitably, almost all of...  Read More >>

Sections:

CEM: Getting Acquainted With Your Customers

You've probably heard of CRM, right? CRM is old hat. An acronym standing for Customer Relationship Management, the goal of any CRM program is to manage a company's interactions with prospects and customers, while reducing the costs and building customer lifetime value. Now how about CRM's twin sister, CEM? Probably not.  Read More >>

MDM: Big Data-Slayer

There's quite a bit of talk about Big Data these days across the Web … it's the meme that just won't quit. The reasons why are pretty obvious. Besides a catchy name, Big Data is a real issue faced by virtually every firm in business today. But what's frequently lost in the shuffle is the fact that Big Data is the problem, not the solution. Big Data is what marketers are facing—mountains of unstructured data accumulating on servers and in stacks, across various SaaS tools, in spreadsheets...  Read More >>

Companies Mentioned:

No More Menial Jobs and 2 Other Steps to Customer Experience Transformation

As a marketing consultant, I read great articles about Customer Relationship Management (CRM) every day on the job. Most of them focus on the sales and marketing aspects of CRM … what strategies to employ, tools to use, messages to send out and so on. But let's not forget that world-class CRM programs also include awesome customer service, essentially creating a Total Customer Experience that fosters long-term, profitable relationships with customers.  Read More >>

Marketing: It’s the New IT

Spring is here and change is in the air for marketers in the way they consume technology. Big change. Not incremental or run-of-the-mill change. We're talking a paradigm-busting tectonic shift that's going to change the way that companies are structured. And when the dust settles, things will never be the same again, for Marketing or IT.  Read More >>

Companies Mentioned:

Create a Bucket List

Whether you're new to database marketing or a seasoned pro looking for some new idea to get your creative juices flowing, one of the most useful, and impactful, activities you can embark upon is to create what is called a "Bucket List."  Read More >>

Companies Mentioned:

Content Marketing, or Selling Without Selling

In my last post titled ‘Be the Wave—Or ‘The New Marketers’ Manifesto,’ I discussed that amazing transformation that’s taking place in the way people interact with their favorite brands. Exciting stuff, right? Building on that, today I would like to turn your attention to another crucially important trend in the marketing world you need to become familiar with, called ‘Content Marketing.’  Read More >>