CTRL-SHIFT NEWS - MARCH 2011

Read about our views on marketplace changes as well as updates on our research and event programmes.

Reinventing marketing metrics

Posted: 30th March, 2011 | 0 comments

I'm just back from speaking at the World Advertising Research Centre's annual conference on Measuring Advertising Performance.

My main message was that most advertising and marketing metrics don't actually measure what we think they are measuring. The mental model behind these metrics tells us we are measuring how effective the marketer is in changing the consumer's behaviour.  In fact, very often, what's actually being measured is how useful the marketing initative is to the consumer.

In other words, the vector driving these observed behaviours is consumers trying to improve their own metrics - not marketers with svengali-like powers to change…

Tracking the control shift

Posted: 29th March, 2011 | 2 comments

We're about to start our longest ever project - one that we think will take us to 2020 and maybe beyond. And we need your help.

We're setting out on a simple task: to track the change in control from provider to buyer. Much has already happened but much more is still to come. We want to be able to provide evidence of that change. We're already looking at what companies are doing and how their behaviours and practices are changing.

Now it is time for the consumer or buyer to have their say. We're going to be running a…

Marketing's future

Posted: 25th March, 2011 | 0 comments

Interesting little debate between myself (Alan Mitchell) and marketing profs Mark Ritson and Tim Ambler within the pages of the marketing press.

They've taken offence that I've said we need to reinvent marketing. At the heart of it lies what I see as a contradiction at the heart of the marketing project.

On the one hand, marketers say marketing is about identifying and meeting customer needs.

Then, in the same breath they say marketing is about changing customer attitudes and behaviours and influencing their decisions.

Within the current set-up this is an impasse because marketers probably want to…

40 Ways to Engage with your Customers

People use the words ‘Customer Engagement’ to mean all sorts of things, so we talked to a wide range of businesses to see what's actually happening.

Something more profound than just channel change is happening. New, digital, ways of engaging with customers are:

bypassing traditional gatekeepers to customers such as retailers and media owners,
creating new, direct connections with customers for brands previously without a direct customer relationship,
opening up opportunities to add new forms of value for customers,
creating simultaneous opportunities for organisations to elicit valuable information from…

Next Gen CRM

Posted: 17th March, 2011 | 0 comments

More than 50% of marketers think that opt-in customers are now less willing than they were in the past, to allow them to use the data they have provides, says new research from Ctrl-Shift.

"Next Gen CRM" is a new report that examines the current landscape of customer relationship management (CRM) activity to identify where investment in customer information is taking place and what lessons can be learnt by those responsible for managing customer relationships. Based on 50 interviews with current practitioners, it seems that the decade long drive for CRM and data shows no signs of abating. Worryingly,…

We've been researching the market for personal data stores as a key component of the changing market. But we realised in January that we were partly looking for the wrong thing. Staring us right in the face was the emergence of a "new" consumer service - personal information management services, PIMS. Examples of PIMS being launched just this month are Lloyds' Money Manager and a similar idea being announced by Confused.com.

Our report shows the power of PIMS to shift the balance of control, trust and value towards consumers and away from producers, vendors and service providers is inexorable –…

Reflections on data

Posted: 16th March, 2011 | 0 comments

Thanks to the DMA for an excellent conference on 16 March. We were speaking - more on that anon - but also being a delegate, it was a chance to listen. It seemed as though there are two audiences. First up are the marketers - who were interested in how they could better use data they already have. Second were the compliance officers, who seemed more interested in protecting their asset. There was some sense that the two groups have reached a concordat - what is that we can get away with yet stay on the right side of the…