Tuesday, March 3, 2015



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Executive discusses new ways to connect with customers

Posted by Elena del Valle on February 27, 2015

Igniting Customer Connections

Igniting Customer Connections

Photos: Wiley

Andrew Frawley, president, Epsilon, has 30 years of marketing experience. He is convinced the old methods of marketing are behind us. He seeks to establish an emotional connection with customers and engage with them in “effective ways that achieve impressive repeatable results.” Toward that goal he commissioned proprietary research.

The findings lead to what he calls Return on Experience x Engagement or ROE 2, an approach to produce profitable customer connections and measure marketing results. In Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement by Frawley (Wiley, $28), published October 2014, he describes his ideas about marketing to build connections to match today's technology and consumers.

Andy Frawley, author, Igniting Customer Connections

Andy Frawley, author, Igniting Customer Connections

The 240-page hardcover book is divided into 21 chapters and three main sections. Part one, Connect with Your Customers Now, explains the approach and how it differs from the traditional return on investment concept. In ROE 2 Research and Insights he explains how it works, illustrating the research and interviews with executives. In An ROE 2 Primer, the third section, he discusses content, channels, measurement and segmentation, and technology as well as consumer privacy issues.

He believes marketers will require new analytical skills to take advantage of Big Data as the depth and breath of information expands. When it comes to consumer privacy, he suggests intelligent anonymity where a marketer has extensive information about a consumer without knowing who he or she is. He indicates in the book that best in class marketers don't associate consumers' individual information with cookies, and ensure consumer data remains only within the client's possession. He proposes in Chapter 20 that marketers address consumer privacy with "transparency, knowledge, respect and responsibility."


Igniting Customer Connections

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Maryland law professor discusses big data contrast to data gatherers secret behaviors

Posted by Elena del Valle on February 20, 2015

The Black Box Society

The Black Box Society

Photos: Harvard University Press

Every day, a corporate or government system gathers data, openly and in secret, about people across America. From purchasing habits to driving our lives and movements physical and virtual are increasingly subject to voyeurism, storage, sharing and analysis without our consent or knowledge. In The Black Box The Secret Algorithms That Control Money and Information (Harvard University Press, $31.50) Frank Pasquale, professor of law, University of Maryland, explores issues related to corporate data gathering, and asks who tracks the activities of the data gatherers, their own data; and what happens to the data they gather about us.

He points to the proprietary methods, gag rules and nondisclosure agreements government agents and corporations hide with, leaving everyone else exposed. Using anonymizing software, he says, may draw unwanted attention from authorities. The same laws that aggressively protect the data gatherers' secrecy is “increasingly silent when it comes to the privacy of persons,” he says in the book.

"Many of the firms I write about in the book try very hard to keep their practices secret. I had to comb many reports in order to find another leaks, litigation documents, and other 'peeks' inside their black boxes," said Pasquale when asked by email about the biggest challenge the book presented for him.


Frank Pasquale, author, The Black Box Society

Frank Pasquale, author, The Black Box Society

"I have heard from so many people who've been victimized by black box processes," he said, when asked what was the most unexpected result of writing and publishing the book. "There was a man who found his credit damaged for years, because he lost one small stage of a lawsuit against an obviously fraudulent actor. There are people who can't find jobs because some mysterious algorithm or reporting system keeps blackballing them. But there are also many who fight back, and I really find inspiration from their stories."

In the book, he asks: Should our own citizens be on secret watchlists without their knowledge or any opportunity to defend themselves? Should a credit card company be entitled to raise the interest rate of a couple seeking marriage counseling? Should they be told? Should powerful search engines and social media sites be entitled to take down legal websites and books without informing the public? Should the Federal Reserve print money to save banks after their executives behave irresponsibly, and hide the printing from the public?

The 304-page hardcover book, published this year, is divided into six chapters: Introduction—The Need to Know, Digital Reputation in an Era of Runaway Data, The Hidden Logics of Search, Finance's Algorithms: The Emperor's New Codes, Watching (and Improving) the Watcher, and Toward an Intelligible Society. It features 83 pages of end notes.

To the question of what the average person can do to protect her or himself until, and if, the situation is remedied, and the transparency you call for becomes a reality? he replied, "I'd say: support smaller, more local economic actors. At least there are people at them who can respond to complaints and try to fix things. I've found that, at many large firms, algorithmic processes truly become faceless...there's no one to appeal to."

In closing he says, the data gathering situation and society with a black box approach “has become dangerously unstable, unfair and unproductive;” and that it is up to society to establish the rules that lead us to a safe environment and a stable economy.  Pasquale is an affiliate fellow at Yale Law School’s Information Society Project, and a member of the Council for Big Data, Ethics, and Society.


The Black Box Society

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Business tips from a dating coach

Posted by Elena del Valle on February 11, 2015

April Davis
Founder
Cupid’s Cronies

April Davis, founder, Cupid’s Cronies

April Davis, founder, Cupid’s Cronies

Photo: Cupid’s Cronies

Being a successful businessperson and being a successful dater may seem completely unrelated. However, many of the skills and techniques used in dating can be applied to a business context. As a dating coach, I provide our clients with various tips on building a relationship, conversing, and making connections, just a few of the tips that can overlap with the business world. Here are five examples.

Conversation and communication skills

We’ve all been in meetings when afterwards you talk later and it’s clear you heard different messages. Similarly, two people can go on a date and when they follow up with me, I hear two distinctly different versions of the event.

In order to have a good meeting or a good date, one needs to have great communication skills. If they’re awkward in their delivery or lack decent grammar, they’re going to be quickly written off and disregarded.

Click to read the entire article Business tips from a dating coach

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Five proven practices to obtain the best results out of your media relations plan

Posted by Elena del Valle on February 4, 2015

By Danixa Lopez
Senior account executive
Santa Cruz Communications

 Danixa Lopez, senior account executive, Santa Cruz Communications

Danixa Lopez, senior account executive, Santa Cruz Communications



Photo: Santa Cruz Communications

I recently performed a Google search for the keyword phrase of Public Relations for the Hispanic Market and more than 1.5 million results were produced. With so many options, how can public relations and marketing agencies that offer services tailored to the Hispanic market differentiate themselves?

There is no correct answer. When it comes to marketing to Hispanics, each public relations professional has his/her own experience and strengths that can help when developing and executing a media relations plan. There is a myriad of proven strategies and tactics that you can use. However, no matter which ones you choose, there are some basic practices that will help you and your team obtain the best results.

Click to read the entire article Five proven practices to obtain the best results out of your media relations plan

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Podcast with Laurence Shatkin, Ph.D., author, Your Guide to High Paying Careers, about high paying careers

Posted by Elena del Valle on January 26, 2015

Laurence Shatkin, Ph.D, author, Your Guide to High-Paying Careers

Laurence Shatkin, Ph.D., author, Your Guide to High-Paying Careers

Photo: Laurence Shatkin

A podcast interview with Laurence Shatkin, Ph.D., author, Your Guide to High-Paying Careers, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses high paying careers with Elena del Valle, host of the HispanicMPR.com podcast.

Laurence has been a writer and researcher in the field of career information for 35 years. He was one of the developers of the SIGI PLUS (System of Interactive Guidance and Information) career information system at Educational Testing Service, and he has developed and adapted similar systems for use in the United States, Australia, Saudi Arabia, and the United Arab Emirates. He is the author or co-author of more than two dozen books about careers. He lives in Titusville, New Jersey.

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Laurence Shatkin, Ph.D.” and click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the January 2015 section of the podcast archive.

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Dallas consultant addresses role of accountability in business

Posted by Elena del Valle on January 23, 2015

Accountability:

Accountability


Photos: Bustin & Co

If accountability is “Doing what you said you would do within the time frame you agreed to do it*” and only a tiny fraction of management executives surveyed believed their companies did a good job executing their strategic plan, what does that say about the accountability at their companies? Greg Bustin, author, Accountability: The Key to Driving a High-Performance Culture (McGraw-Hill, $28) believes accountability is the greatest challenge businesses face.

In his 293-page hardcover book, published in 2014, he discusses the role of accountability in the business environment. The book is divided into ten chapters and an appendix. Establishing clear expectations, dealing with problems immediately and leaving emotions behind are important steps when a leader holds others accountable, he says.

Greg Bustin, author, Accountability

Greg Bustin, author, Accountability

He goes on to recommend that the way to accountability begins with a purpose. Once executives identify what they want to do, what they can do and what they're willing to do, they can hold themselves accountable. Only then can they create a culture where accountability drives performance and hold others accountable. He defines seven characteristics he believes are necessary for efficient accountability: character, unity, learning, tracking, urgency, reputation and evolving.

Bustin, chief executive officer, Bustin & Co., is a Dallas based business and leadership consultant. Prior to this book, he wrote Take Charge!, Lead the Way, and That's a Great Question.

*From Accountability.


Accountability:

Click to buy Accountability


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Creatively breaking through holiday clutter

Posted by Elena del Valle on January 14, 2015

By Josh Mayer
Chief Creative Officer
Peter Mayer Advertising

Josh Mayer Chief Creative Officer Peter Mayer Advertising

Josh Mayer, chief creative officer, Peter Mayer Advertising


Photos: courtesy Peter Mayer Advertising

When marketing agencies are working for clients, we often recommend that their messages need to be unique and stand out from the crowd – to zig while others are zagging. But it's not so easy when our agency IS the client. What is the message we want to send? What's our tone? How do we want to be perceived? Should we be silly, serious, zany, techy or corporate? Never is this question more relevant than when it comes time to create the dreaded holiday card.

In today's hypersensitive, politically correct world, you certainly don't want to offend. Or be preachy. And whether you want to admit it or not, your company's creative reputation is on the line. So faced with a heavy dose of scrutiny and expectations – most of it admittedly our own – we decided to be as different as possible, to find the white space others weren't playing in: New Year's Resolutions.

Click to read the entire article Creatively breaking through holiday clutter

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Journalist shares insights learned from her life as a single woman

Posted by Elena del Valle on January 9, 2015

The Art of not Having It All

The Art of Not Having It All

Photos: St. Martin’s Press Publicity

Can a career woman find fulfillment alone? Is it possible to be single and happy? Melissa Kite thinks it is. She is single and dedicated to her work. She is convinced she is unusual for not seeking to have everything in her life. She is content with dedicating most of her energy to her career even if if it means there is no time left for the pursuit of a family. In The Art of not Having It All: True Stories of Men, Sex and Other Disasters (Thomas Dunne Books, $24.99), published this month, she discusses her life experiences and views.

In the Preface, she says she felt like “a total freak” and “...like the only woman in the world who was struggling to keep one ball in the air, and dropping that most of the time.” She prefers, she explains, focusing on doing one thing at a time rather than juggling a career and a family; and concludes that being single and lonely while not having the stereotypical everything at once such as kids, the perfect husband and a suburban home is not so bad after all.

Melissa Kite, author, The Art of not Having It All

Melissa Kite, author, The Art of Not Having It All

The 278-page hardcover book is divided into ten chapters. Kite is a freelance journalist and a columnist for The Spectator in the United Kingdom.


The Art of not Having It All

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15th Annual Horowitz Cultural Insights Forum

Posted by Elena del Valle on January 6, 2015

Information provided by Event Partner

hmpr_towhor15185

15th Annual Horowitz Cultural Insights Forum – March 25, 2015 at the Edison Ballroom in NYC


The 15th Annual Horowitz Cultural Insights Forum is a long-standing, research- and insights-driven media industry event, well-known for advocating for the value of multicultural consumers for the media industry. The theme of the Forum this year is “Identity Matters : Be Relevant in a Multiplatform World.” Join nearly 400 executives and decision-makers from the media, advertising, technology, and financial industries as we explore how and why various aspects of identity—including race, psychographics, and culture—play an integral role in effectively targeting and engaging today’s consumers.

The agenda includes research presentations, keynote speakers, panel discussions, case studies, and a special Emerging Talent Showcase—a spotlight on young, multicultural content creators who are shaping the content of tomorrow. Register using the promo code “2015HMPR” to receive $50 off your registration fee! To inquire about speaking and sponsorship opportunities, please contact Andrew O’Brien at andrewo@horowitzresearch.com or 914-834-5999.

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Happy holidays and a wonderful New Year!

Posted by Elena del Valle on December 23, 2014

Notre Dame Cathedral, Paris

As the year draws to a close and a new one approaches we take the opportunity to thank you for your loyal following, your emails and Tweets, comments, ideas and suggestions, and working with us to make our content interesting and relevant. May you and yours have a joy filled holiday season and a happy, healthy and prosperous 2015!

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