Web analytics can serve as a strong starting point for a long-term transformational business program. Whether you manage a single brand or entire operating companies, certain best practices must be understood and implemented to help tame the digital data your organization collects.

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At the root of Social Influence Marketing™ is how peer influences work. With the digital world going social, we recognize that peer influence is having a greater effect on brand affinity and purchasing decisions than any traditional form of marketing. Customers are excited about doing the marketing themselves if the product is strong. We also know that with the proliferation of social technologies from mainstream social networks like MySpace and Facebook to niche social tools like del.icio.us (bookmarking) and FriendFeed (personal content aggregation), the peer influence may take many different forms.

But how exactly do these peer influences work? What motivates a person to share a piece of media with a group of friends or participate in an online community? How does one person’s purchasing behavior affect another’s?  Who are the consumers doing the influencing? And how can you design for influence?

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It's been said that interactive television has been a year away for 20 years. I've written before about how I think that's finally starting to change, driven by consumer demand and advances in a broad variety of set-top box devices. But something occurred to me recently: even the most broadly distributed iTV-enabled set-top box tops out at a few million households. Meanwhile, as of Q4 2007, there are nearly 250 million mobile phone subscribers in the U.S., making the mobile phone arguably the most widely available interactive television platform. And we're only just starting to scratch the surface on how to leverage. This is just one example of the undervalued opportunity presented by the mobile phone as a marketing platform.

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All generations rely on the email channel in one way or another. Thus the nuances of your programs should adapt to their differing needs and their uses.  This view only helps you understand the “value” that consumers put on each message, how they process it in their daily lives and how your business can use this to build brand and customer loyalty.

In looking through these generations, I put the “email” filter on to see how they consume email, how they are consumers of digital mediums in general and any impacts our channel should be aware of.

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