Apache si identifica come un webserver multi-uso, in grado di fornire flessibilità, portabilità e performance; con la versione 2.2 apache è in grado di fornire delle ottime performance in molte delle situazioni reali.

La maggior parte delle ottimizzazioni che rendono possibile un maggior throughput e scalabilità sono disponibili senza personalizzazioni, dato che si identificano come le scelte di default.

E’ necessario che un webmaster colga anche altre possibilità per apportare significativi miglioramenti eseguendo delle scelte sia durante la fase di installazione che in quella di configurazione.

Hardware e Sitema Operativo

Il primo indicatore delle performance di un server-web è la RAM. Affinché le prestazioni siano ottimali è necessario che il sistema operativo non utilizzi mai la memoria SWAP perché rallenterebbe di parecchi ordini di grandezza il processo apache.

Far si che il server non utilizzi mai la swap è semplice, utilizzando un comando come top è facile individuare la percentuale di memoria che viene utilizzata in media da un processo apache.

E’ quindi bene indicare il valore della direttiva MaxClient mai superiore alle possibilità del pc, per esempio:

Se abbiamo uno scenario in cui un processo apache occupa lo 0,5 % di memoria la direttiva MaxClients non dovrà superare mai il valore 200, anzi sarebbe bene impostarlo a 150 per lasciare sempre libera almeno il 15% della ram per gli altri processi residenti sul sistema

Per quanto riguarda il sistema operativo sono consigliabili due atteggiamenti:

• mantenere aggiornato il sistema, dato che molto spesso le patch applicate portano anche a dei sensibili miglioramenti in termini di performance
• Abilitare il supporto per la system call sendfile(2) che permette di trasportare contenuti statici più velocemente e con meno carico di CPU. Tutti i sistemi linux con kernel 2.4 o superiore utilizzano questa system call.

Configurazioni a Run-Time

Ecco alcune raccomandazioni su come aumentare le performance del nostro server utilizzando delle direttive di base:

• Impostare la voce HostnameLookups su Off (in apache 1.3 questa direttiva viene impostata ad On, mentre nelle versione successive il comportamento è inverso). La procedure di DNS lookup rallenta di molto l’esecuzione del processo apache dato che deve risolvere l’indirizzo Ip in hostname.
• Non utilizzare se possibile la direttiva SymlinksIfOwnerMatch dato che prima di eseguire una pagina deve essere gestito una system call lstat(2) su tutte le dir principali del sito.
  • Ecco un esempio chiarificatore
    DocumentRoot /www/htdocs
    <Directory />
    Options SymLinksIfOwnerMatch
    </Directory
  • la system call lstat(2) verrà applicata alle dir /www, /www/htdocs e /www/htdocs/index.html
• Lo stesso discorso vale per la direttiva AllowOverride, è quindi bene applicarla solo in relazione alla directory di interesse e non a tutto il server web
• Ecco alcune direttive da tenere in considerazione per la gestione di un web server, ed in particolare il modo di creare processi nuovi:
  • MinSpareServer: il numero minimo di processi figli idle che vengono generati
  • MaxSpareServer : il numero massimo di processi figli che possono essere generati
  • StartServer: il numero di processi figli che vengono generati all’avvio di apache
  • MaxClients: Il numero massimo di connessioni contemporanee accettate
  • MaxRequestPerChild: il numero di richieste che possono essere gestite da un processo figlio (di default il valore è a 0 cioè infinito)
  • KeepAliveTimeout: il tempo entro il quale una richiesta viene mantenuta in vita senza passaggio di dati

Configurazioni a Tempo di compilazione

Apache supporta il cosiddetto modello MPM (Multi Processing Modules), in cui viene gestita la contemporaneità. Quando si installa apache si deve installare uno degli MPM generati per le specifiche piattaformE su cui è allocato apache. Per sistemi UNIX la scelta può ricadere su:

• MPM Worker ? vengono generati più processi figli i quali a loro volta gestiscono più thread. Ogni thread può gestire una connessione per volta. MPM Worker è una buona scelta per server ad alto traffico perché utilizza meno memoria rispetto al suo dirimpettaio prefork.
• MPM Prefork ? vengono generati più figli con un thread per ognuno Ogni processo gestisce una connessione per volta. La velocità di questo modulo è comparabile con quello concorrente, ma utilizza più risorse in termini di memoria. I vantaggi di questo modulo è che permettono ad apache di adattarsi con modulo non thread-safe e fornisce una migliore facilità di debugging

Moduli

E’ bene installare ed utilizzare solo i moduli indispensabili, dato che tutti occupano spazio in memoria, e questa come abbiamo visto all’inizio di questo articolo è particolarmente importante per garantire efficienza.

A discussão é antiga, porém boa e vale relembrar, pois nada mais foi dito desde então. A agência de propaganda MPM, que tem contrato com a Secretaria de Turismo de São Paulo, criou a logomarca oficial da cidade para a Copa de 2014 e foi alvo de críticas substanciais na blogosfera e principalmente em sua página no Flickr, que até agora conta com 450 comentários. O alvoroço foi tanto que criaram uma página na web para todos mandarem suas versões satirizadas do logo.

Explicação de Jorge Iervolino, um dos criadores do logo: “A logomarca de São Paulo traz dinamismo, movimento e energia, em que as cores mostram a diversidade de culturas e raças que só São Paulo tem”.

A repercussão parece que deu resultado, a agência se pronunciou e disse que este logotipo era apenas provisório, e que esperam a decisão da FIFA para saber se cada cidade terá o seu próprio logo ou se será apenas um para o país todo. Caso contrário haverá um concurso aberto para designers representarem o município.

Links com os debates:

http://marioav.blogspot.com/2009/06/deixem-os-logotipos-para-quem-sabe.html

http://logobr.wordpress.com/2009/06/02/logo-sp-2014-mpm-copa/

Versões “não oficiais”:

http://forum.hardmob.com.br/showthread.php?t=380458

http://copa2014.tumblr.com/

Flickr da MPM e outro com uma coletânea de designes desastrosos (muito bom!)

http://www.flickr.com/photos/mpmphotos/3582844499/

http://www.flickr.com/photos/micreiros/3588974339/

Fernando Guzikauskas

A Leroy Merlin vem inovando. Para a inauguração da  sua primeira loja em Niterói foi instalado um outdoor sustentável feito totalmente com madeira reutilizada da própria obra. A peça traz a seguinte frase pintada na madeira: “Nova Leroy Merlin. Tão preocupada com o meio ambiente que a madeira da construção virou placa”. A criação é da agência MPM

A Leroy Merlin desenvolveu o seu programa de sustentabilidade – Construir e Sustentar Leroy Merlin – com um selo próprio. Onde você encontrar este Selo tem ações, atitudes, soluções ou produtos que ajudam na preservação do meio ambiente e na construção de um mundo melhor.

Para anunciar a inauguração da primeira loja do Brasil com Certificado AQUA (Alta Qualidade Ambiental), a Leroy Merlin utiliza em sua comunicação, um outdoor totalmente feito com madeira reaproveitada.

Criada pela MPM, a peça é de Giulliano Alves e Hélio Gualberto Neto, com direção de criação de Joanna Monteiro e Augusto Coelho.

Outdoor reciclado da MPM para Leroy MerlinA Leroy Merlin inaugura em Niterói (RJ) a primeira loja do Brasil com Certificado AQUA (Alta Qualidade Ambiental). A iniciativa inédita é anunciada com um outdoor feito totalmente de madeira reaproveitada da obra. A Certificação ACQUA, concedida pela Fundação Carlos Alberto Vanzolini, conta com uma metodologia que permite o controle total da obra e abrange três fases principais do empreendimento: programa, concepção e construção, com foco no sistema de gestão e a qualidade ambiental do edifício. A criação da peça é de Giulliano Alves e Hélio Gualberto Neto, com direção de criação de Joanna Monteiro e Augusto Coelho. O atendimento é de José Boralli, Fabio Simão, Estefânia de Paula e Amanda Manchini. Mídia de Daniel Chalfon, Daniel Spinelli e Renata Giovannetti. Produção gráfica de Anelito Nóbrega e Aroldo Corrêa.

txt e imagem: MPM

Deltek is planning for their biggest user group ever, Deltek Insight 2010 May 17^th – 20^th will be at the Gaylord National in Washington, DC (http://www.gaylordhotels.com/gaylord-national/index.html  ).

If your company is using Deltek products, we are looking to celebrate your success with nominations for your company for the 2010 awards.

 If you are a Deltek product user, a partner or an industry consultant, we are looking for speakers.   Do you have something to say?  A successful project you have been associated with? A different approach to using a Deltek tool?  What do you do to train your users on project management subjects?  How do you integrate schedule and cost?

We want to hear what you have to say and of course we will provide a complimentary admission to Deltek’s Insight 2010.  If you would like more information about speaking, click this link;

 http://www.deltekinsight2010.com/CFT/

I hope to see you at Insight in May.

Début novembre 2009 à Marseille, débat sur le ramassage des poubelles…

L’AFP nous dit : Le député UMP Renaud Muselier est allé jusqu’à offrir à M. Caselli un exemplaire du livre Gomorra sur la Camorra napolitaine, en affirmant que “Marseille n’est pas Naples” et que “les Marseillais sont des républicains”.

Marseille ce n’est pas Naples… nous le savions !

Selon le rapport 2006 de la Chambre Régionale des Comptes PACA, la gestion des années Gaudin/muselier (2001-2006) a provoqué une fragilité financière préoccupante de la communauté urbaine de Marseille, avec notamment une dérive dans le coût de la collecte des déchets.
Grâce à la CRC, on a mieux compris pourquoi Marseille était sale. 57% des 3 700 agents de MPM sont affectés à la propreté des 18 communes, mais «l’insuffisance du temps de travail» et «l’inadéquation de certains moyens matériels» provoquent autant de «dysfonctionnements».

Le système du fini-parti, qui permet aux agents de partir une fois le travail terminé, « a conduit à des temps de travail de plus en plus réduits ». Ainsi, les tournées de nuit dans certains arrondissements ne durent que 3h30, au lieu des 7h légales.

Ce qui n’empêche pas les agents de toucher une « prime de propreté » négociée, fin 2004, à 2070 euros par an, soit 160% d’augmentation en deux ans.
Le tout provoque un coût de plus en plus élevé, qui « ne semble pas s’expliquer par une amélioration notoire du fonctionnement de la collecte ».

Il y a aussi quelques bizarreries : la société Onyx a, sur un marché, bénéficié d’indemnisations « de nature à porter atteinte aux conditions de la mise en concurrence initiale ».

http://www.libemarseille.fr/henry/2008/06/communaut-urbai.html

One of my most favorite sites to get inspiration for dinner planning is at Org Junkie’s MPM. Obviously it’s slated for Monday’s, but that doesn’t mean anything, as she normally posts late Sunday night and besides who said we had to stick to the rules?

Since I have been drooling over P.W.’s beautiful cookbook, it was high time I started making some of her recipes. Quite a few recipes of hers I’ve already done, but I love them just the same in the book.

Sunday: P.W’s Chicken Spaghetti -one can never go wrong with that
Monday: Homemade Pizza using P.W.’s pizza dough from the book.
Tuesday: Pork Chops
Wednesday: Baked Fried Chicken
Thursday: Stroganauff
Friday: Leftovers or taco salad

“Credibilidade para quem faz. Credibilidade para quem lê”. Com esse conceito, a MPM dá continuidade a campanha de divulgação do novo jornal Brasil Econômico. A segunda fase da campanha entra no ar nessa quinta-feira, 5, e será veiculada por meio de um filme televisivo e de anúncios de mídia impressa.

Nessa segunda fase, a campanha dá ênfase para os investimentos, destacando que, antes de escolher onde investir o dinheiro, é preciso decidir onde investi-lo nas bancas de jornais. A assinatura “Chegou o jornal Brasil Econômico, o mais novo jornal de economia do Brasil. O mundo dos negócios precisava de um novo ponto de vista”.

A criação da campanha foi assinada por Joanna Monteiro, Augusto Coelho, Marcelo Jordão e Bruno Souto.

Itochu Corp is to invest $15 million in a new fund launched by the US venture capital firm MPM. The latest investment will go into MPM Capital’s fifth fund, which is looking to raise $400 million and run for 10 years. The fund will invest 75% of the money in the US, allocating the remainder in Europe and Asia. Eighty per cent will target the pharmaceutical field, with 20% expected to be invested in medical equipment and services.

Hier was Feines vom ersten Fleur Earth Experiment Album. Das neue Album ist auf dem Weg. In einigen Wochen darf man zugreifen. Sollte man definitiv mal reinhören. Hier nun der Track “Zeitleiden”: Straighter Straßenköter-Soul:

Hier noch eine kleine Zugabe auf dem unglaublichen “Brown Skin Lady” Beat vom Black Star Album! Wo bleibt die Kweli – Fleur Earth , Brooklyn – Kölle Kollabo ???

…mit neuem Album und Video zur B-Seite der in wenigen Tagen erscheinenden Vorab-Single. Spannend.
So let the good times roll…

Mercredi 16 septembre 2009 s’est tenue une réunion publique organisée par la Mairie des 13ème et 14ème arrondissements de Marseille et la communauté urbaine de Marseille (MPM) sur la requalification de la place des héros, à Château-Gombert.

Pour satisfaire au mieux les attentes des habitants de ce noyau villageois, nous n’avons pas hésité à les consulter. La proposition d’aménagement de ce site présentée lors de cette réunion est le fruit de ces concertations : par exemple, pour les commerçants, il était indispensable que les automobilistes puissent se garer au coeur du village pour y maintenir une vie économique. C’est chose faite puisque le nombre de places de stationnement sera conservé à l’identique.
Le projet, d’un montant de 2 millions d’euros, sera pris en charge par la Région PACA  et  par la communauté urbaine de Marseille.
Les travaux doivent commencer d’ici 2010.

It’s the week of Goner Fest!  I’ve been spending the last few weeks getting increasingly excited about Goner Fest 6 and my friend Brandi flying in from Asheville NC to join in for the fun!  And a pre-road trip Juli and Jim!  As the date approaches I’ve also been getting a little nervous about photographing the event, but the general advice I’ve been receiving about it is basically to just “do what I do (and it’ll all turn out fine)”… so that’s what I’m going to do, and hopefully that will suffice.  I ordered an extra battery for my dslr and it was shipped out on the 18^th from somewhere in Indiana via USPS, hope it makes it here in time.  Beside the Nikon, I’m pretty sure I’ll have the Holga and Fisheye 2.  I’m so ready for this.

I have a half-page ad in the Goner Fest program this year – I’m looking forward to seeing it all printed up.  In the meantime, here’s a PDF of the program, I’m on page 6 (Left side, bottom):  http://www.goner-records.com/gonerfest/Gonerfest6-WebProgram.pdf

I’m usually reluctant to shoot events, but this past weekend I shot a double-surprise birthday party in downtown Memphis.  I knew some of the people there, and I actually had a lot of fun doing it.  Plus, got to take home some of the cake.  There was also a small Painting with Light photography meet up last night, which included an old abandoned house down the longest dirt road ever, a tiny graveyard fenced in with fog rolling in beside it (actually, I ended up seeing a lot of graveyards), a big abandoned barn, and a mountain of sand… did I mention this was all at night?  And in the mud?  Oh, and the fact that we were in the middle of nowhere, miles and miles away from any type of civilization?  Being in and around the abandoned house was probably the most scared I’ve ever been and I didn’t even know what I was scared of.  It was just creepy. We used the power of four-wheel drive to help us escape the house, and it was all good after that.  I’m looking forward to seeing everyone’s results.

Lately I’ve been so busy, and one project I finally was able to finish last week was… drumroll please… my craft area/studio (formerly known as the dining room).  I obtained a big cabinet with lots of storage space from a neighbor a few weeks ago who was moving, and it fit perfectly into my craft space, but getting everything in there organized in a functional way while at the same time still working on projects proved to be a very difficult task.  It was a good opportunity to get rid of some things I don’t use or need and make sure every container had a cute and specific label.  I love label makers!

My dad’s birthday is also this week so a big Happy Birthday to him!

On July 1st, on approach to MPM’s rwy05 onboard SA1785 ZS-NMH.

Fiat BR.20 Cicogna 1/48, deve estar a venda em meados de novembro.

Arte da tampa da caixa

“Rien ne va plus”, “c’est catastrophique”, “lamentable”, “quel gâchis” , voilà quelques-unes des réactions de journalistes marseillais en apprenant la situation de la Chaîne télé locale, LCM, mais aussi de “La Tribune du Sud” dont, en exclusivité, nous vous révélons que le numéro de demain (mardi 30 juin) sera le dernier.

Après quelques semaines d’existence, l’aventure du quotidien la Tribune du Sud s’achève, telle une comète, aussi vite qu’elle est apparue. Tous les journalistes embauchés seront à la rue dès la fin de la semaine. Ceux, embauchés en Cdi ne seront pas mieux lotis que les Cdd, ils étaient toujours en période d’essai. Plus encore, les salaires de Juin ne seront pas versés aux salariés.

La Banque, le Crédit Mutuel, pourtant en guerre contre le groupe Hersant (La Provence), les lâche en cours de route (nous reviendrons très précisément ultérieurement sur ce que nous savions de l’engagement de cette banque dans cette invraisemblable aventure…).

Triste situation pour la presse écrite et la liberté d’information à Marseille… Tout sera désormais concentré dans les mains du groupe Hersant, dont on connaît la ligne éditoriale… Et de La Marseillaise qui, tel le dernier village d’irréductibles gaulois face à l’empire romain, résiste avec son faible, très faible, lectorat…

Il en va de la presse écrite comme de l’audiovisuel. Et, comme nous vous l’annoncions, là aussi en exclusivité ce matin dans nos “off”, les salariés de La Chaîne Marseille s’apprêtent demain à tenir leur premier piquet de grève. Guère plus tard nous recevions ce communiqué :

” LCM va-t-elle fermer ?

La chaîne de télévision présidée par Jean-Pierre Foucault ne passera peut-être pas l’été 2009. Le dernier conseil d’administration a été repoussé à fin juillet sans projet pour la rentrée, sans grille validée, sans avenir élaboré, et surtout sans explication aux équipes de LCM.

Nous, salariés de La Chaine Marseille, voulons savoir si le premier actionnaire de la chaîne, la Caisse d’Epargne, veut continuer l’aventure de la 3ème télévision locale de France*. D’après le président du conseil d’administration, des négociations sont en cours avec un grand groupe de médias.

La Chaîne Marseille est-elle à vendre ?
Si c’est le cas, quelle télévision et quels programmes envisage le nouvel arrivant ? Avec combien de salariés ? Y a-t-il des projets concurrents ? La chaîne va-t-elle fermer en septembre ? A toutes ces questions et face aux craintes que la situation suscite, ni la direction ni le conseil d’administration ne donnent d’explication. Le dialogue social c’est le silence?

Quelques éléments pour comprendre la situation :

Mauvaises nouvelles pour l’emploi :
Un tiers des postes supprimé en un an (salariés partis et non remplacés). Plus aucun cdd à partir du 1er juillet.

Mauvaises nouvelles pour les finances :
Pas de budget en 2009, juste une ligne de crédit à la Caisse d’Epargne.
Aucun projet de budget pour 2010.

Mauvaises nouvelles pour les téléspectateurs :
Pas de grille prête pour septembre. Pour la 1ère fois, fermeture de l’antenne pendant 4 semaines en août.

Mauvaises nouvelles pour l’avenir :
Le conseil d?administration a gelé toute décision. La dernière réunion du CA a été repoussée à fin juillet sans aucune explication.

Et pourtant,
LCM , c’est  87500 téléspectateurs chaque jour*, plus de 750 heures de direct par an, trois heures d’infos par jour, un média devenu incontournable à Marseille en 4 ans seulement !

(*source Médiamétrie janvier 2009) “

——————————–

Voilà dans quelle piteuse et triste situation se trouve notre télé locale.Voulue par Jean-Claude Gaudin en prévision des élections municipales, l’édile avait appelé ses amis banquiers, groupes de presse et star de la télé, nationale celle-là, à la rescousse pour former le tour de table financier de la chaîne et assurer une belle promotion de lancement. Gaudin avait lancé sa chaîne du temps de sa splendeur…

Mais voilà que ladite chaîne avait été trop indépendante, à ses yeux, durant la campagne électorale. Depuis, ses p.d-g avaient valsé aussi vite que les rotations à trois temps des  jeunes filles endimanchées lors du bal des débutantes.

Depuis, les journalistes de LCM ont le plus grand mal à approcher le maire de Marseille. Depuis, malgré les succès d’audience incontestables de la télé marseillaise, la crise économique a lessivé les banquiers dont le maître d’oeuvre, Charles Milhaud, le patron de la Caisse d’Epargne. L’ami-conseiller de l’ombre était aussi celui de la funeste création de Natixis et du déficit abyssal de l’Ecureuil (touchée par la crise des subprimes, l’action Natixis ayant en moins de deux ans perdu près de 95% de sa valeur, Charles Milhaud est, le 19 octobre 2008, après un Conseil de surveillance des Caisses d’épargne, et à la suite d’une perte de 751 millions d’euros, contraint de quitter la présidence du directoire de la Caisse Nationale des Caisses d’Epargne). Pourtant, toujours protégé par Jean-Claude Gaudin qui lui renouvelle régulièrement sa confiance, il demeure le conseiller municipal délégué aux relations économiques internationales de Marseille. Soit .

Certes, le modèle économique de LCM, dès sa genèse, était incroyablement inadapté. Les bonnes fées financières prestigieuses, mais vieillissantes, ignoraient totalement la révolution technologique qui se tramait avec les Web TV et la puissance de feu d’Internet. Ils optèrent pour le très couteux hertzien (750 000 euros par an pour la chaîne, une hérésie !) qui ne couvrait en diffusion qu’un périmètre très restreint de Marseille et d’Aix, bien trop restreint pour les annonceurs.

Aucun accent n’a été mis sur le web et utilisant les moyens gratuits de diffusion pour faire buzzer les exclusivités journalistiques (Dailymotion ou Youtube). Certes, certes, certes… On peut relire l’histoire à l’infini, elle témoigne néanmoins d’une stupéfiante inadaptation de nos élus aux révolutions technologiques que n’importe quel gamin des quartiers maîtrise parfaitement. La fracture numérique n’est pas là où on la croit… Elle est surtout générationnelle.

Reste que le tuyau de diffusion de LCM est convoité par plusieurs chaînes thématiques de la TNT, dont NRJ qui désire décliner son succès national par de la proximité. En d’autres termes, la fin du journalisme, notamment politique… Amusons-nous jeunesse ! Dansons, buvons jusqu’à plus soif. Draguons la jeunesse à coups de télé achat, de télé réalité, d’”Hélène et les garçons” des années 80, de “friends” rediffusés mille fois, de “vis ma vie”… On s’en pourlèche déjà…

Ce soir à Marseille, la presse est moribonde, la nécessaire confrontation éditoriale de l’information, morte. Ce soir à “Marseille, un autre regard“, on se dit que notre démarche est salutaire… Tout ce que l’on ne vous dira pas ailleurs, parce que la pub finance la presse, n’est pas notre souci. Ici, pas de pub, pas de financements, pas de compromission, que de l’info.

“Marseille, un autre regard” est décidément le media d’avenir, avec notre minable petit blog informé, gratuit, fait à la maison un dimanche soir… Mais nous osons espérer tout de même que la citoyenneté se lèvera pour dire l’inacceptable !

Throughout my career as an enterprise marketing consultant, I noticed one similar trend that kept creeping up in virtually every sales channel to enterprise level customers who purchased marketing automation software.  The message go something like this:

- The software will make your lives better and provide greater visibility to the CMO
- Standardized processes and procedures will shorten campaign time lines while ensuring the CMO gets the greatest ROI
- With this software, a CMO can effectively prove marketing value via SOX compliance and lengthen his or her tenure above 24 months

The list keeps on going but you get the point.

I thought for a while after hearing and even crafting most of these messages for a boutique management consulting firm and then asked myself one simple question:

“What is the purpose of marketing operations?”

I dug deeper into the meaning of marketing and even went through the exhaustive approach of what the roles in marketing meant and how this impacted the consumer.  I finally realized, after much research and looking back on my experiences, that a marketing operation’s and a businesses purpose in general to find and retain customers via its offerings and messaging.

“Marketing operations purpose is to find and retain customers.”

So I thought a bit more and realized that while the message was to a CMO, the reality was that customers supply the ROI from Marketing Operations and all their associated projects, campaigns and what not for leaders therein.  The real value of Marketing Operations is realized by the revenue stream provided by the customer base.  Another good question came to mind:

“Why are CMO’s and their marketing operation staff to focus on customers?”

Well lets think about it this way; since companies are focused on the all mighty dollar and a certain amount of those dollars needs to be received from investments a company is making into campaigns, messaging, resources, operation costs, etc., then a CMO and its staff has to prove their value via customer traffic, any customer attrition rates from competitors, successful conversion of customer traffic to actual actions of spending, and finally the customers progressive growth towards being a WOM agent.  So with this said, I came to the following conclusion as to why CMO messaging is not properly crafted for marketing technology solutions:

“Varying levels of customers drive the success of marketing operations and all their campaigns therein with the revenue that they provide via purchases.”

Here’s a little food for thought:

Customers of today are so powerful and capable that Jeffrey Hayzlett,  CMO of Kodak, announced that they have selected an individual for a CLO, Chief Listening Officer, position.  This is one of the few CMOs that realizes the value of the customer and understands that its more about customers and less about the enterprise.  He’s essentially showing us that its not about the CMO, its about the customer – and we really need to keep the customer at our center.

What is the primary purpose of Enterprise Marketing Software/Technology?
The primary purpose of this software is to provide optimization of marketing operations while reducing costs, reducing campaign timelines, providing visibility and ensuring time to market as primary pillars of the sales pitch for these software packages.

Enterprise Marketing Technology in itself is rather useless unless it provides significant short, mid and long-term gains and can effectively show the benefits of connecting a company closer to a customer base.  These technologies, though powerful, can only take an operation so far – their primary purpose is to really establish baselines that do not collectively exist in an operation.  At this point, these technologies can then be evolved or developed further to create some more robust capabilities.  Another consideration about marketing technologies – there’s more than the enterprise class to consider.

Marketing Technology is really broken out into 3 areas:

- Enterprise Marketing Technology – Company level software and technology tools
- Community Marketing Technology – End User software and tools (Twitter, Facebook, Myspace, YouTube, DocStoc, etc.)
- Facilitator Marketing Technology – Connecting tools between Enterprise and Community

And here’s the kicker, Enterprise Marketing Technologies for the most part, operate in silos connected to each other in the organization.  This means that for the most part, consulting firms and vendors recommending these enhancements don’t even get to the point of how it impacts or works with your customer in the most basic sense.  This can seem very problematic if a company is looking to be more customer centric and less operation and ROI centric.

So that’s great but what about me – your loyal customer also known as your bread and butter?
I scratch my head thinking about a few things when it comes to actual messaging of campaigns that marketers are sending my way and think: “If this software is supposedly suppose to help marketing operations and the marketing operations primary purpose is to engage me as a customer about their offering when I want it and how I want it in order to get me to buy a product, service or combination, then why is there this significant emphasis on the CMO when talking about a software package that may potentially influence or harm the messaging that I, the consumer, consume on a moment of my choosing?”

Sounds a pretty solid question via deductive reasoning.  So with that said how about these questions:

- How do you know that I want the messaging in this channel?
- What if the “optimization” you are offering actually hurts the line of service I receive?
- Let’s say the technology works for you and you decide you can have a smaller department, have you considered an impact assessment on your customer with the decision of this technology?
- Does standardizing your some what predictable channels mean you can standardize channels controlled by consumers (TV vs Twitter)?

I just don’t get how marketing to a CMO about operational efficiency when a particular piece of software may very well spell the disaster for a few customer profiles that mean so much to the company’s revenue stream.  Does it not make sense to do an impact assessment with your existing customer base prior to purchasing very costly enterprise marketing software?

Desde pequeno ouvia o meu querido e recém-falecido avô falar coisas sobre a sabedoria cabocla. Muito do pouco que tenho de bom devo a ele.

Uma das coisas que mais me marcou das que ele falava é aquela frase que muitos de vocês já devem ter ouvido (inclusive de mim): “A oportunidade é um cavalo selado”. Resumindo, a oportunidade está pronta para ser agarrada e montada. Se você conseguir montar, um belo e proveitoso passeio lhe aguarda.

Um excelente exemplo disso, foi uma campanha do Burger King veiculada nos jornais ano passado, que analisarei a seguir.

O acontecimento

Um terremoto de 5,2 graus na escala Richter aconteceu ontem às 21h e 48 segundos na costa do Estado de São Paulo e, depois de se propagar em ondas de choque durante dois minutos, atingiu todos os bairros da capital paulista, boa parte do Estado, além do Rio de Janeiro, Paraná e Santa Catarina (Folha Online – 23/04/2008).

A oportunidade

Ou seja, aconteceu no dia 22 à noite, alardearam no dia 23 e no dia 24, de manhãzinha, todo mundo estava recebendo o seu Metro ou Destak no farol com a campanha desenvolvida pela MPM.

O post é está ‘pouquinho’ atrasado, mas a lição da oportunidade nunca deixa de ser quentinha. Afinal, elas acontecem a todo momento. É só montar e sair cavalgando.