The Relevancy Ring – Email Agency Buyer’s Guide 2016

The Relevancy Ring, Email Agency Buyer’s Guide 2016

Written by David Daniels, Nick Einstein, Peggy Reinders
TRR-Email Agency GuideEmail Marketing Agency, Buyer’s Guide, ESP, Vendor Selection, Agency
About: Published September 2016. Our 2016 Email Agency Buyer’s Guide, analyzes seven email marketing agencies that include: BrightWave, Epsilon, Inbox Marketer, Merkle, Trendline Interactive, WhatCounts and Zeta/Acxiom Impact. All were evaluated over 4 months using our patent pending Relevancy Ring methodology.

We answer these key questions:

– What are the marketer’s top considerations when selecting an email marketing agency?
– What are the average services hourly rates and how do they compare to ESP (Email Service Provider) services prices?
– Which agencies have the highest customer satisfaction and are most qualified to meet marketer demands?

Report Excerpt: Some marketers are turning to agencies for help, many more will hire these companies in the coming 12 months. Most marketers cite industry expertise and always-on client support in their email marketing agency selection criteria. The need to harness disparate and real-time data also top marketer tactics and aspirations. These findings further underscore the need for outside experts that can implement the latest data-driven strategies. An excerpt including vendor profiles can be found in issue 11 of The Marketer Quarterly. Free registration required.

The Research: 25 pages, 12 Charts, 8,831 words. Part of our Research Subscriber Series.

Item: TRGSS0516 | Email Marketing Research

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The Value of Advanced Data Modeling

The Value of Advanced Data Modeling

Research Written by Nicholas Einstein, David Daniels, John Polcari, Amy Jones
In 2016, email continues to outperform other digital channels and further cement its reputation as the most effective channel for driving revenue. For many enterprise marketers, email is the cornerstone of their outbound digital marketing efforts and is increasingly the source of critical behavioral and response data to inform ongoing campaign optimizations across channels. As these waves of additional data become available to marketers, however, making good use of it becomes a challenge and often requires incremental investment to separate signal from noise. Sophisticated marketers who build effective clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are realizing gains on their investments today and will be better prepared to meet the increasingly demanding needs of modern consumers.
Published in 2016. Paper Length 14 pages, 7 graphics 4102 words.

The Science Behind Customer Engagement: How Machine-Learning Drives Action

The Science Behind Customer Engagement: How Machine-Learning Drives Action

by David Daniels, The Relevancy Group

Published September 2016, The Relevancy Group investigates the value emotions, cognitive Persado Researchmachine learning platforms. New machine learning technologies allow marketers to create engaging emotional intelligent content in order to improve personalization. Persado’s Cognitive Content Platform is one such example. Marketers leveraging machine learning content automation have experienced 22-266 percent performance lifts. 9 pages, 5 graphics, 1975 words.

UK Votes to Leave the EU – David Daniels Live Blog

UK Votes to Leave the EU – David Daniels Live Blog

UK-EU2:16am ET 6/24/16 – UK Votes to leave the EU, The UK has voted to leave the European Union after 43 years in a historic referendum.  Leave won by 52% to 48% with England and Wales voting strongly for Brexit, while London, Scotland and Northern Ireland backed staying in the EU.  UKIP leader Nigel Farage hailed it as the UK’s “independence day” but the Remain camp called it a “catastrophe”.  Read More

2:27am ET 6/24/16  David Daniels writes … Democracy is a lovely thing, but UK leaving the EU will shake up world wide markets, at 2:27am ET on 6/24/16, The Hang Seng is off 959 or about 5% and The Japan Nikkei is off 1286.00 or about 7.92%; early morning trading indicates that markets may/should be closed as SHORTs are raining down right now. (I am not giving stock advice), just reporting the facts of the UK EU exit and Asia markets at this time.  Asia Market Data

2:40am ET 6/24/16  The UK currency (sterling/pound) is taking a beating. The pound is now below 1.37 exchange to US dollar, floor has been 1.34 Follow that 

3:09am ET 6/24/16 Markets are down around from -5% to -9% at this time when the UK markets open, and that site link is down right now … stay tuned.

3:16am ET 6/24/16 hearing that we are waiting on Prime Minister, David Cameron to come out and resign his post because of these measures, this will have tremendous impact not only locally but globally.

3:21am ET 6/24/16 Prime Minister, David Cameron has made tremendous progress in his tenure with equality.  He fought this campaign, thought that UK is better inside the EU union, and the UK people took a different path, but “I do not think that I should be the next captain” to steer them to this choice.  “Delivering Stability will be important, The Bank of England are taking Steps.”   “I have told the Queen … when to act on Article 50”  “Britain is a special country, … and “I love my country and will do what I can do for my country.”   UK Prime Minister Steps Down.

3:40am ET 6/24/16 Labour reaction to Cameron’s resignation, Angela Smith, a Labour MP,  tells the Telegraph: “Labour needs now to show that it can offer constructive opposition in what is going to be a period of terrible political and economic instability for the country. We need leadership that will do that and commit to the very difficult task of helping to unite a very seriously divided nation.”

3:47 AM ET 6/24/16 – Mark Carney, Governor, Bank of England (a US man) – talks about raising “$130 billion pounds raise recently and $600 billion pounds of liquidity plus we will add $250 billion pounds additionally if needed. We promise to function in short-term volatility.  That economy will adjust to new trade over time.”  paraphrasing, but there is access to capital and clearly an injection of it to the market immediately.   Market panic? gold is up.

4:08 AM ET 6/24/16 – EU in Country Markets, France and Germany are down – France CAC40 is off-7.99% today, Germany DAX is off 6.17% and UK FTSE is down at this time at -4,71%  They need help but at what cost? margin?

The Relevancy Group Announces First of its Kind Research on Identity Management and People Based Marketing

BOSTON, June 7, 2016 /PRNewswire/ — The Relevancy Group, a leader in market research and advisory, announces a new research report, State of Identity Management and Five Tips to Optimize in 2016.’ The Relevancy Group’s research evaluates the state of Identity Management including the adoption of Deterministic and Probabilistic methods that are necessary to empower People Based Marketing. In the first of its kind research the report determines which method of Identity Management is most effective in driving revenue.

Marketers are rapidly beginning to deploy Identity Management, which is the ability to establish and manage user identity across devices and channels, online and offline, whether using known and/or anonymous user data.

Co-author of the research and The Relevancy Group Principal Analyst Peggy Reinders, said, “Identity Management is necessary to enable People-Based Marketing, which involves targeting a specific individual across channels and devices, as well as more accurately finding look-a-like audiences.” Reinders added, “Identity Management also empowers a more accurate attribution and accounting of marketing results across Everychannel.”

The Relevancy Group CEO, Founder and co-author of the research, David Daniels stated, “I am thrilled to expand our research coverage area into this exciting area of Madtech, which is the phrase that we use to classify the marriage of Adtech and Martech. We are seeing tremendous marketer adoption of Identity Management technologies and significant investment from the vendor community.”

The report features a survey of 301 executives including data on key industries such as Financial Services, Media/Publishing, Retail and Travel/Hospitality. The paper is 6 pages with 4 graphics, 1673 words and is available for $499.00 or a discounted rate as part of The Relevancy Group Subscriber Series. For more information visit http://www.relevancygroup.com/shop.

About The Relevancy Group, LLC | www.relevancygroup.com | @RelevancyGroup

Led by tenured industry analyst and marketer David Daniels, The Relevancy Group (TRG) combines original and thought-provoking market research with unrivaled advisory services. Producing research on email, social, mobile, omnichannel and identity marketing; TRG research helps companies compete more effectively within the broader digital economy. TRG measures consumer and executive behaviors to develop strategies that optimize a return on marketing investments. All TRG Analysts have a minimum of 15 years of experience in digital marketing. As a trusted advisor to leading organizations, TRG works with the largest vendors and brands as well as early stage companies where marketing and advertising intersects. TRG assists vendors in generating leads and developing a market presence. TRG produces dozens of surveys, research reports and webinars annually as well as publishes the digital magazine for marketers by marketers, The Marketer Quarterly, that is available for free with registration online www.marketerquarterly.com, and through the MQ app on iTunes, Google Play and Amazon.

The Marketer Quarterly Issue 10 – The State of the Union, 2016

Issue 10 of The Marketer Quarterly, the digital magazine for marketers by marketers is now available online and via The Marketer Quarterly apps.

The Marketer Quarterly Issue 10Given it is an election year, we take a look at political marketing in 2016.  We also take a look at the state of the marketing union with an excerpt of The Relevancy Group trend reports on email marketing, social marketing and identity management.

There are fantastic CMO interviews with Heineken and Hilton and we also go deep with Benjamin Moore and Hotels.com

Get the this issue with a free subscription.

Recapping Oracle’s Modern Marketing Experience

By Peggy Reinders  Principal Analyst – The Relevancy Group

For years I’ve been listening to my husband talk about Oracle Open World. Ever since he joined the Business Intelligence Consulting industry 20 years ago, he’s been religiously attending the event and bragging about the concerts at Treasure Island.

Oracle MMEI, on the other hand, have been part of the Digital Marketing industry for 18 years. This includes working for the famed DoubleClick in New York City back in the early days of Internet advertising.

Our industries have been siloed for years. Digital marketing people don’t generally work with data warehousing people. But in 2014 Oracle acquired BlueKai. And that’s when I turned to my husband and said, “Our worlds are colliding!”

So last week it was my turn. For the first time I attended Oracle’s Modern Marketing Experience in Las Vegas. And quite the experience it was! We heard a fantastic keynote from CEO Mark Hurd who talked about corporate revenue growth coming from “share shift” as opposed to market growth. And the 3 keys to share shift? Lower prices, better products, or better service.

We also heard from Troy Carter, a talent manager in the music industry as well as tech entrepreneur. Troy helped catapult Lady Gaga’s career to legendary success. He credits “artistic democracy” to the rise of social platforms like YouTube, Facebook, and Twitter which allowed Lady Gaga to reach audiences outside of radio. He ended by saying that “People remember how you made them feel. You need to nurture that relationship.”

Oracle Social LoungeIn addition to hundreds of sessions from well-known brands such as Lexus and Intuit, we also had a social lounge with nitro coffee on tap! And musical performances from Bastille and the GooGoo Dolls.

But the biggest takeaway from Oracle’s Modern Marketing Experience was recognizing the position they’re in to potentially lead the Marketing Cloud providers with their breadth of integrated products. Over the last several years, Oracle has been acquiring industry-leading best of breed technology and data providers. And the depth and strength of their product offerings really came through at the event.

Last week Oracle announced their integration between Maxymiser and Responsys. They also announced the ability for Responsys customers to leverage their Business Intelligence product to allow for easier performance reporting (hello BI husband!). If “share shift” will drive growth, Oracle’s product suite can help organizations nurture their customer relationships through better products and service. If they continue to integrate their acquisitions, Oracle’s full tech and data stack could be poised to lead the marriage of AdTech and MarTech. Better yet, that union will ultimately drive marketers to fulfill the holy grail of one to one marketing. Exciting stuff for marketers like me that have been waiting for this moment for almost 20 years!

Great job with the Modern Marketing Experience event Oracle! My first experience was a memorable one.