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Roy Wollen

Roy Wollen has led some of the top marketers in industries such as travel, financial services, b2b and multi-channel retail. Roy is a consultant at heart and solves client problems using marketing technology and analytics. Roy is President at Hansa Marketing Services and an adjunct lecturer at Northwestern University, where he teaches Digital Analytics.

Recent Posts

3 min read

Measurement Beyond Opens & Clicks

By Roy Wollen on Oct 16, 2019 9:53:00 PM

Marketers Guide to Effective Email: Part 5

Analytics is the key to an effective email marketing program. Email campaign analytics usually have numbers for the basics including:

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4 min read

Integrating Email with Digital and Offline

By Roy Wollen on Oct 16, 2019 9:51:12 PM

Marketer's Guide to Effective Email: Part 4

It’s easy to forget – email marketing is part of a brand’s Integrated Marketing Communication (IMC). The best email marketers see email holistically along with mobile, social and offline marketing. The broader our vision of email, the more successful we can be in the eyes of the customer. The customer sees brand not channel. How does email integrate with Customer Service? Field sales? Store associates? Each of these touchpoints can- and should trigger an email. If we ignore this, we will never get off the wheel of batch and blast and our customers will become numb to email communication.

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4 min read

A Culture of Continuous Testing

By Roy Wollen on Oct 16, 2019 9:50:33 PM

Marketer's Guide to Effective Email: Part 3

The best email marketers I know welcome “failure.” What I’m referring to is cultivating a culture of continuous testing where failure is seen as learning. Marketers play offense by testing everything and that moves the ball forward. But failure is a way to play defense and a test result can be an early warning not to rollout a message, price change or offer and make a costly mistake.

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5 min read

Not Everyone Wants Your Email

By Roy Wollen on Oct 16, 2019 9:49:28 PM

Marketer's Guide to Effective Email: Part 2

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3 min read

Best Practices Start with Sign-Up

By Roy Wollen on Oct 16, 2019 9:45:48 PM

Marketer's Guide to Effective Email Part 1:

The most successful marketers leverage email to strengthen the bond with their best customers. Customers seek out brand emails in a cluttered inbox. Customers feel like they are having a conversation with the brand. We have spent years analyzing email strategies from the best marketers in the world to uncover five things that make them great:

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2 min read

Master the RFP Process: Start with your Needs Analysis

By Roy Wollen on Sep 1, 2019 10:27:00 AM

By Roy Wollen, President, Hansa Marketing Services.

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3 min read

Click Data is Not Customer Focused, and Vendors Want It that Way

By Roy Wollen on Mar 7, 2013 7:00:00 AM

By Roy Wollen, President, Hansa Marketing Services.

How do you take control of click data when your vendors want to make things more complicated? Clicking behavior is complicated enough. Customers click on both paid and organic search listings. Customers use browsers and mobile devices. Customers ask their social community for buying advice. When they land on your website, their navigation provides clues as to how interested they are in your brand. The bloated weblog that gets produced from all of this is a mess. It’s voluminous, redundant, noisy and much too granular to make business decisions in its raw state.

What you need is a way to make things simpler – to understand the customer prior to the sale.  You need a way to determine what to offer new customers, what to say, what to feature, how to ensure a good brand experience.

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4 min read

Consulting on Marketing Dashboards: Get the Insider's Top Ten Tips

By Roy Wollen on Jan 31, 2013 10:43:00 AM

By Roy Wollen, President, Hansa Marketing Services.

If you’re responsible for marketing dashboards, you know you’re off to a bad start if you hear people say: So what? That’s nice to know, but what do I do with it? It’s pretty, but what’s next?

Business people are already inundated with numbers. To help you cut through the clutter, let’s discuss some pitfalls to avoid and top tips for developing marketing dashboards. But I will start by telling you the main takeaway: it’s not about creating cool gauges and dials, it’s about solving business problems.

Dashboards require planning. Dashboards embed actions. Dashboards have champions that socialize the work. This doesn’t happen because of a cool gadget.

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4 min read

Segmentation: B2B Customers Are Different, And So Must Be Your Approach

By Roy Wollen on May 11, 2011 12:38:00 PM

Hitting a golf ball down the middle of the fairway may be good in golf, but not so good in marketing. As with B2C, B2B marketers see value in understanding their customers and potential customers through segmentation. We need to ask whether there are different groups of customers with different needs or other characteristics that require different go-to-market strategies and possibly different products or services. Segmenting businesses, however, presents some complications that require careful thinking to navigate successfully.

Topics: B2B
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