** Tues. DB marketing with @edhallen and Thurs. Mobile!

After the excitement of our discussion about databases and why SQL is the “golden ticket” for success as a marketer, we’re going to discuss on Tuesday what companies do with their data.

(If you’re wondering why this is in the Digital Marketing course, my theory is you can’t use data without computers and computers are digital. So there.)

The first article is a short white paper from Forrester about how we can use data for personalized marketing.

1Use Customer Analytics To Get Personal

How can that data be used? Well, maybe Orbitz will try to scam you for a couple extra bucks based on the computer you use.

On Orbitz, Mac Users Steered to Pricier Hotels – WSJ.com

Or maybe, Target wants to figure out if you’re pregnant. (Don’t buy candles, ever!)

How Companies Learn Your Secrets – NYTimes.com

Some companies have data they’re not sure what to do with.

Print – At Starbucks, Data Pours In. But What to Do With It

My favorite use of data is for predictive modeling, like Hollywood is doing now.

Using Analytics to Predict Hollywood Blockbusters – Scott Schlesinger – Harvard Business Review

But honestly, the most interesting use of database marketing of the last couple of years has been in the Obama re-election campaign. These two articles talk about what we as marketers can learn from their efforts.

Obama Wins: How Chicago’s Data-Driven Campaign Triumphed | TIME.com

Obama’s ‘Big Data’ Victory – WSJ.com

And if you want to get super deep about the campaign, check out this #longread from The Atlantic, but you don’t have to read it like the other ones. (But, it’s still pretty cool.)

When the Nerds Go Marching In – Technology – The Atlantic

We’ll be joined by Ed Hallen from Klaviyo. I met him over Thanksgiving in PDX. (He’s my  wife’s cousin’s husband’s sister’s boyfriend. Smart guy, and it turns out he graduated from UVa a few years after me. )

Here’e a great blog post about work that they did for an online pet store.

How Klaviyo Helped Dogglyloot “Fetch” Its Abandoned Carts

For Thursday, we’re going to start talking about Mobile. One of the changes I made in the course recently was adding a second day of discussion about Mobile Digital Marketing. Frankly, we could probably do an entire QUARTER on Mobile. It’s that ubiquitous and that important.

(“Hey look, it’s Portland again!)

Thursday, we’re going to focus on two aspects of the Mobile world: mobile promotion and app store marketing. When we are talking about Mobile, we’re basically talking about iOS and Android.

Android and iOS Surge

How much money are we talking about here when it comes to Mobile Advertising?

Mobile Ad Spending Predictions

Who is spending all this money?

Print – Guess Who’s Planning to Spend Big in Mobile

What about the risks?

Smartphone Advertising Myths Debunked

As we are also going to talk about Apps, check out this blog post about how to best design your app.

Classic Guide to Mobile Advertising

As we are also going to talk about Apps, check out this blog post about how to best design your app.

Mistakes in App Marketing

Have a great weekend!


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