In this age of big data, big claims and big hopes about maximizing the value of data to create sales, marketing analytics plays a central role. Despite all the attention it receives, there are some enduring misconceptions about what marketing analytics can and cannot do. Here are four top “urban legends” about how marketing analytics… Read More
If you knew the river was going to flood, would you head for higher ground? Of course you would. If you knew more than a hundred new people would show up at your door to buy today’s special, would you plan to have that special in stock? You’d be foolish not to do so. Now,… Read More
I was surprised the other day by an article our Director of Marketing sent me. The author was plugging the power of personalized communication (I am a believer) but what interested me was how the definition of personalization has expanded as business people amass more and more customer data, and try to analyze it. Personalization… Read More
Proponents of individualized marketing (count me in that group) are regularly faced with incredulous critics who deny the possibility, or at least the logistic feasibility, of sending unique communications to each of their thousands or millions of customers. One way to break down this credibility gap is to publicize individual marketing success stories. That’s why… Read More
Data-driven marketers routinely rely on transaction data and customer analytics to drive their programs. More traditional marketers hear their claims, perhaps even see the results, but don’t know what to do or where to start making data-driven decisions for themselves. Our blog post, Data-driven decisions you can make today, explained why marketers should use the… Read More
For crucial life decisions, I consult my head, my heart, and my gut. At least two of the three need to be in agreement for me to act. But marketing decisions are not life decisions, and marketers in general make most of their decisions based on their experience and their instincts. Of late, however, as… Read More