question-shutterstock-89166664

Dumb Question Lunch Hour

  |  March 13, 2014   |  Comments

We've gotten so smart about our little areas of knowledge that it has become impossible to know enough about everything to be effective. Therefore, we started the Dumb Question Lunch Hour to help each other get a glimmer of insight about how the other half works.

Welcome to this week's Dumb Question Lunch Hour everybody. I'm so glad to see so many people here and I'm delighted by the feedback we've gotten and the fact that you don't mind brown-bagging it.

question-shutterstock-89166664For those of you who are here for the first time, allow me to explain...

We are all so highly educated and experienced and informed that it's a little frightening. In one generation, we've gone from IT people who only needed to know a couple of operating systems and marketing people who only needed to know a few communication channels to IT professionals who need to understand the Customer Journey and Life Time Value and to marketing professionals who need to understand proxy servers and sentiment analysis and engage meaningfully in conversations about near field communication protocol stacks.

In the process, we've gotten so smart about our little areas of knowledge that it has become impossible to know enough about everything to be effective.

Therefore, we started the Dumb Question Lunch Hour to help each other get a glimmer of insight about how the other half works.

The format is simple. I have a half a dozen questions here that were submitted anonymously in advance. You may have seen the form on my intranet page that looks like an old suggestion box. This is where you can submit your dumb questions anonymously in case you feel uncomfortable about broadcasting your ignorance.

We have several people here today who are going to tackle those questions with brief, high-level explanations and then we open the floor to Q&A. Just text your questions to me directly and I will maintain your anonymity, or use the good old-fashioned hand-in-the-air trick and I'll call on you to ask your question, congratulating you for displaying your willingness to learn more.

Our first three questions are as follows:

  • We want to know how each individual is interacting with us on our website, on social media, on mobile, in the store, etc. Why is it so hard to link together an individual's behavior across all of our touchpoints?

Brad from our Business Intelligence and Analytics Center of Excellence will tackle that one. Then, Susan, one of our senior brand management specialists, will address:

  • What's the difference between awareness, affinity, and engagement and how do the metrics for these things impact business decisions?

This will be followed by a question for Tina from our Web Infrastructure Administration group:

  • What is tag management, are we using it here, and how to I make sure the info I want collected gets captured?

Other questions today are about privacy, data governance, and competitive analysis.

Remember: The dumbest question is the one you didn't ask.

Thanks for coming.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Jim Sterne

Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...