On November 16, Ice Miller hosted 30 of Indiana's emerging "measured marketing" companies. Measured Marketing is TechPoint's latest initiative working with the more than 70 return-on-investment-based companies that call Indiana home, including ExactTarget, Aprimo, Compendium Blogware, Right on Interactive, ModalLogix, Delivra and many others. The goal of the initiative is to establish Indiana's leadership reputation and position our state as a national leader in measured marketing in an effort to attract jobs, investment and venture capital.
The keynote speaker was Jay Baer, a social media strategist who re-located to Bloomington, Indiana less than 6 months ago. On his Web biography, Jay describes himself as a, "tequila-loving and hype-free consultant" who works with major corporations and PR firms to harness the awesome power of the social Web. Baer's enthusiasm was trumped only by his ability to get to the basics and talk about analytics from a practical viewpoint. Rather than focus on data alone, Baer encouraged the audience to look toward behavioral models that help drive outcomes. In other words, analytics and open rates are static numbers when not benchmarked against your competitors, or other industry leaders, and without the benefit of a concrete action plan that drives home tangible results.
For those of you interested in learning more, I'd encourage you to visit his Web site at: http://www.convinceandconvert.com/. His Twitter interviews are particularly engaging and can be seen at: http://www.convinceandconvert.com/twitter-interviews/.
We can expect to read more about TechPoint's Measured Marketing efforts as they embark on a 12-month public relations campaign that will target national newspapers, magazines and blogs with stories about the companies, products and people leading Indiana's measured marketing microcluster. In the meantime, visit: http://www.techpoint.org/mm.
The keynote speaker was Jay Baer, a social media strategist who re-located to Bloomington, Indiana less than 6 months ago. On his Web biography, Jay describes himself as a, "tequila-loving and hype-free consultant" who works with major corporations and PR firms to harness the awesome power of the social Web. Baer's enthusiasm was trumped only by his ability to get to the basics and talk about analytics from a practical viewpoint. Rather than focus on data alone, Baer encouraged the audience to look toward behavioral models that help drive outcomes. In other words, analytics and open rates are static numbers when not benchmarked against your competitors, or other industry leaders, and without the benefit of a concrete action plan that drives home tangible results.
For those of you interested in learning more, I'd encourage you to visit his Web site at: http://www.convinceandconvert.com/. His Twitter interviews are particularly engaging and can be seen at: http://www.convinceandconvert.com/twitter-interviews/.
We can expect to read more about TechPoint's Measured Marketing efforts as they embark on a 12-month public relations campaign that will target national newspapers, magazines and blogs with stories about the companies, products and people leading Indiana's measured marketing microcluster. In the meantime, visit: http://www.techpoint.org/mm.
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