Proc SQL and the power of select into
I have referenced this paper many times. Great help in using the power of proc sql with macro variables. Great for building lists of values and dynamic code.
http://www.nesug.org/Proceedings/nesug97/coders/eddlesto.pdf
Syntax:
SELECT
object-item <,objectitem>...
<\ INTO macro-variablespecification <, macro-variablespecification> ...>
FROM from-list ...;
4 tips for integrating CRM technology
If you have worked with marketing technologies for any length of time, you've encountered this problem. How can we integrate our CRM with the rest of our organization? How does CRM interact with our call center, website, applications, database, loyalty system, etc., etc.
We've been there.
Throughout our travels, we've picked up a few tips. Hopefully they'll help you.
- Tight integration is dangerous. Just don't do it. - Marketing technology changes faster than fashion. Today's latest and greatest is quickly replaced with tomorrow's new market maker.
- Integrate through marketing concepts not technical application specs. - Abstracting technologies through the use marketing concepts like 'campaign', 'offer', 'contact history', 'registration', 'enrollment', etc. Define what these mean for the organization and build a data structure flexible enough for all applications to contribute to those concepts.
- Databases and services are the lifeline. - Long term success hinges on ease of use and flexibility. Simple services allow for plug and play scenarios. Well designed databases create environments that record interrelated transactions based on their role or concept. This makes business people happy. They can measure, analyze and predict without spending precious hours compiling, cleaning, and organizing data.
- Think replaceable. - Always remember that what you are adding to your technology stack could be replaced in a year and you will need to re-integrate something else. How much of your current work will be thrown away? Minimize the one-time development and maximize your efficiency and cost savings to the organization over the long haul.
We like to think we aren't integrating technology. We are simply making all of our applications play nicely together.
There is much more to this topic, but these 4 tips can minimize your stress for ears to come.
Data Applied – The new breed of business intelligence
In recent weeks, we have began to work with a new company, Data-Applied Inc. You may have heard about the release of their new software for business intelligence and data mining. The application is a new breed of analytic tool.
For years, AFHood Analytics Group has been building custom Flash / Flex solutions to meet organizations needs. However, Data-Applied is a new leader creating software that allows users to intuitively visualize, extract, analyze, and mine data.Their new silverlight based suite not only looks impressive, but has the power to tackle difficult data scenarios.
If you have questions regarding the use of Data-Applied software or how it might fit into your organization, contact AFHood Analytics Group or Data-Applied directly.
You call that targeted?
As an agency, we see many different approaches to marketing. Oddly enough, the most popular method is the traditional 'spray and pray' marketing often labeled 'targeted marketing'.
I would argue that sending a communication to a list of customers with not forethought to their preferences, value, demographics, location, etc is not targeted. Coincidentally, the amount of this type of marketing seems to increase as the economy turns south.
So it follows that there are two choices regarding targeted marketing methodologies:
- Accepting a low response rate and therefore working to increase your mailing list to get the desired increase in sales
- Working to increase your response rate (as well as many other metrics like: customer satisfaction, brand affinity, relevancy of communication, etc) by crafting the right message at the right time to the right customer
As you can likely infer, we lean more to the latter. If you have not picked up on our use of sarcasm while stating the obvious, we appologize.
We do realize that organizations default to the former method unconsciously as times get tough. However, we have the expertise and understanding to help you get back on track.
So herein exists a challenge, if we can't improve your marketing return through the employment of data driven targeting, you don't pay. Bold? We hope you think so, but we're confident.
Let us show you how to improve the best of campaigns.
Converting data into revenue
At the end of the day, this is what it is all about. 
We have many clients that have a hard time seeing the value of investing in data and analytics. Depending on their situation, the investment could be significant. However, we believe in what we do and the value we provide. We've offered to work for free and share the additional revenues we generate for the next 5 years. Believe it or not, clients don't take us up on this. This is all it takes for clients to see what this kind of investment could mean to their company over the next half decade.
We challenge you! If you aren't using data to drive your business and especially your marketing efforts, let us work for free - or show you what you're missing.
Analytics – A service organization or business driver?
Since the inception of the analytic function within business, the role played has clearly been service oriented. That doesn't mean that analytics hasn't been asking for the keys to the car for some time, but the business has understood the value. That is until now.
Today we see a trend in mature and cutting edge organizations. They are letting analytics drive. Whether its contact strategy, marketing design, sales leads, website design, or even business operations, analytic teams aren't just providing the data, but designing the solutions.
What allows this evolution of data driven business? The ability of key individuals in analytics to partner with business owners and effectively communicate strategy and value. Until recently, marketing, for example, wouldn't trust analytics to drive strategy. Until now, marketing didn't think that the analytics team truly understood their problems.
As an analytics firm, we understand your problems. We pride ourselves at communicating clearly with all levels of business. Let us help you develop a data driven strategy. We have the tools and know-how to achieve your business goals.