STEVE GUYER
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Steve is a PMP-certified project management professional during the day. He is a music hunter at night.
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Tweets
- ♫ Random Access Memories – Daft Punk http://t.co/OwCuxxeBNc #NowPlaying
- Just posted a photo http://t.co/Vt4lUQsCMD
- @eitansdesk says "happy belated birthday +1, eitan!"May 21, 13 from web Reply, Retweet, Favorite
- JIM JOE is the Comic Sans of street art. http://t.co/Mm2Y9w5bpO
- Just posted a photo @ Union Square Park http://t.co/S6CRWJnXDD
- Train signals and route diagrams. #tufte @ Ninth Street Espresso http://t.co/38evL1s8sQ
- RT @TheOnion: Danica Patrick Takes Last Place In Preakness Stakes http://t.co/L1v03sC3PD http://t.co/ykHZxlRHV1May 18, 13 from web Reply, Retweet, Favorite
- RT @petapixel: Apple patent shows iOS devices being used as external slave flashes: http://t.co/Oc2dQc99ls
- My dog waiter army was not chosen as the winning weapon. #characterize http://t.co/cxJsHO5DtH
- Characterize! http://t.co/bAup9DyYZG
- A Guyer-Heiß joint. @ Music Hall of Williamsburg http://t.co/VNKeQQMVMB
- I'm at Music Hall of Williamsburg - @musichallofwb for Characterized New York 2013 + more (Brooklyn, NY) w/ 5 others http://t.co/73Ihtdfv5u
- Window drippings @ Times Square http://t.co/q7kFYuFLF2
- Just posted a photo @ Death By Audio http://t.co/P6QFYVudH4
- Just posted a photo http://t.co/SNKMV1hLmr
- @USPS : is it* a letter or a parcel? Me: a parcel/box USPS: how big? Me: I don't know, I didn't ship it to myself. http://t.co/VCbkOkQXPZ
- LA for ugly people “@redandblack: How hot is UGA? UGA took top spot of the best-looking alumni in D.C., area http://t.co/LI7TrHv0bt”
- @USPS Please leave my packages in my building. I trust my neighbors will not steal them--I don't trust that you will not lose them.
- Hunter S. Thompson’s comic book biography http://t.co/kWPCODWbBe
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Photos
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Notes on Behavior-Targeting
- Try Try Again?... it's called RemarketingEmail as we know it was born in the early 1980s, but in the world of commerce, email is still a relatively emergent force in the marketing mix. We all know that email is incredibly fast, extremely cost-effective, track-able and targeted, making it arguably one of the best ways to maintain a one-to-one relationship with your customer. And Email Service Providers (ESP) are finding more and more ways to use it more and more effectively to target customers. And customers are taking notice.
One way that ESPs are finding more effective ways to communicate is through behavior-targeted messaging. Behavior-based messaging takes into consideration customer preference, actual shopping activity, and product availability.
To get an idea of how behavior based messaging works, imagine that you walk into a store where you browse around, and ask the stylist to hold on to some items as you continue shopping. Now imagine that a few days later, the stylist remembers who you are, and then reminds you of your favorite items (or new items that you might like). This low pressure, highly targeted shopping experience is becoming less and less common in real-world stores, but is becoming more common in the online one.
Experian CheetahMail sends emails to customers using their own proprietary data collection systems as well as integrated with Omniture. The online display community also uses existing customer data to provide targeted solution to their customers as evidenced by the Google Ad words Remarketing service which serves your ads when customers visit your site and then another web site in the same category.
After implementing dozens of these programs for a variety of Fortune 500 clients, behavior based marketing now has metrics that prove the involvement of users (openers, clickers) and the power to influence purchases. The dollar-for-dollar return on investment in targeted email communications can far exceed that of postal mail or other traditional direct methods. And as customers are turning to their mobile devices to supplement their shopping experiences, these targeted email messages will reinforce the real-world brand experience and fosters a closer relationship between the brand and customer.
Email remarketing is by far an overwhelming trend with over 74% of respondents engaging in remarketing and retargeting advertising. And with the advent of mobile devices being a larger part of the online and brick-and-mortar customer experience, the trend will only continue to grow.
The good news: an abandoned sale is not a failure; it's simply an opportunity for a low-cost, high-yield email.
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Notes on Email
- Email: Where the Action StartsWhen it comes to introducing something new, email can be considered one of the most important drivers. When we launch new client initiatives, emails are often an important part of the marketing mix (in some cases, the only driver).The importance of this is that the email sets the first impression for all subsequent next steps; therefore, it must be as relevant and engaging. When a customer receives an email, there are 2 key barriers:·the open (on average 70-80% do not even get this far)*·the click-through (on average 80-90% do not complete this action)*Note: To combat low open rates due to nonopeners, an industry best practice is to isolate the audience that did not open the first email and send the same email again (with a different subject line); in some cases, audience that received the email twice outperforms the first email!What should the subject line be?The subject line affects all email metrics; even marginal changes in the open rates of emails can potentially impact the performance of a program. Therefore, it is imperative that subject lines be:·clear and direct·short (less than 50 characters, including spaces)·inform the customer of what is new or in some cases what is endingAt the same time, it is important to stay away from:·ambiguous subject lines·burying the call to action·being too long (many emails clients will cut off)·using all capital letters (eSCREAMING)What should be in the email?Because emails initiate the online experience and funnel customers to the next experience, emails should:·be consistent with the brand·set the tone for the experience ahead·include a clear, visible call-to-actionWhen do we send?Marketers often ask: what is the best time both during the day and of the week to send an email? The answer is always: it depends. Overall metrics are different across the board, but this variable can easily be learned through testing.Testing Performance and SuccessWe like emails because they contain so many valuable metrics and they can be tested with little cost. Through testing and metrics, we can determine the best subject lines, imagery, time of day/day of week, and frequency of emails, and use this information to best optimize our client's return on investment.Overall, the most important factor in an email's performance is relevance to the recipient, but when you combine relevance + clear call-to-action + tested learnings you are on the right path to success.
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Info
- Summary
Steve is a PMP-certified project manager focused on building scalable solutions-oriented project structures.
Steve currently specializes in managing Agile Scrum and KanBan based projects as well as operations for marketing and reporting driven development projects and is the scrum master for club and community development at Nickelodeon Networks Group. Prior to Nickelodeon, Steve managed large-scale healthcare projects and behavior and metrics-based email communications projects for Fortune 500 companies.
Specialties: project management, health care, email, HTML5, iPad app, iPhone app, analytics implementation, scrum, agile, KanBan, lean management
Experience- Feb 2012 - PresentProject Manager, Operations, Media & Technology Services / Viacom
- Jun 2010 - Feb 2012Senior Project Manager / AgencyRx
Supervised a team (2) of project management staff members and trained them on agency and DigitalRx-specific process and best practices
Established multiple testing environments including testing stations and varied server platforms (Windows, Mac, Linux) as well as an internal Wiki to capture lessons learned and evolving best practices
Implemented Quality Assurance processes which involved establishing internal beta testing environments as well as external vendor sourcing where needed to ensure flawless production
Managed and launched 60+ projects across a variety of digital media including iPad/iPhone apps, conference panels, web sites, microsites, 3d animated media, and stand-alone CD-ROM programs
Planned, developed, integrated and upgraded client intranet CMS platforms, providing full-scale creative and development solutions for large-scale client repositories
Managed creative and development resource needs including freelance staff needs, implementing external vendors where necessary to accomplish critical client goals
Launched 6 iPad presentations for three (3) client development environments as well as native Apple SDK rolled out via Apple iTunes and Apple Enterprise
Client experience includes: Pfizer (Thrombin, Gelfoam), Novartis (Exelon, Exjade, Fanapt, Focalin), Genentech (Rituxan for RA and WG/MPA, Xeloda), Celgene (Revlimid), Teva (Seasonique)
- Apr 2007 - Jun 2010Project Lead / Cheetahmail Inc, an Experian Company
Managed project status and technical planning, integrating team leaders and developers on project deliverables, status, and critical milestones
Provided creative solutions to client problems and worked with clients and client technology teams on solutions that produced minimum impact to existing infrastructure
Initiated, scoped, and launched the most Abandoned Shopping Cart (behavior-based messaging) products (16) of any project lead, resulting in increased client retention and ROI of up to 3,000%
Developed and managed over 250+ custom code projects, leading the development, testing, and delivery of code to production environment
Wrote technical implementation and testing documentation used company-wide for Abandoned Shopping Cart products
Provided risk-management analysis for project development and implemented numerous automated processes for reducing errors and alerting managers of failures
Client experience includes: Ann Taylor, Boardroom, Boston Proper, Burlington Coat Factory, Citibank (Student Loan), David's Bridal, Easy Spirit, Jones New York, Neiman Marcus, Nine West, Office Depot, OnStar, Oriental Trading Company, Saks Fifth Avenue, Victoria's Secret
- Aug 2005 - Apr 2007Account Executive / G2 direct & digital (formerly Grey Direct)
Developed in-depth knowledge of pharmaceutical industry DTC, RM, and direct marketing best practices
Launched blockbuster FLOMAX web site (flomax-bph.com) in coordination with direct TV (DRTV) spots, coordinated with the Search Engine Marketing teams for optimum keyword purchase as well as with internal development teams on optimized SEO
Managed the development and release of online banners
Maintained relationships with client contacts and informed senior management of day-to-day operations
Lead the development, review and final execution of Google, Yahoo, and MSN keyword launch initiative to coincide with the SUPERBOWL which was honored with a Touchdown nod from Reprise Media*
Education-
2009 - 2009New York University
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2001 - 2005The University of Georgia
Additional Information-
Websites:
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Honors:Published in: Kleppner's Advertising Procedure, Lane, Reichert, Karen King, Karen King. Prentice Hall; 18th edition Kleppner's Advertising Procedure, Lane, Ronald, Karen King, Tom Russell. Prentice Hall; 17th edition Grey Masters G2 Direct & Digital Extraordinary Award G2 Direct & Digital DM Training Campaign Competition (Winner) The Martin Agency Student Workshop Campaign Competition (Winner)
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Interests:photography, information architecture, process design, user interface design,
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Radius: Where I Live
- E 13th St, New York, NY 10009, USA
