An examination of classic A/B testing, a regular diet for all of us direct marketers, made it to NPR’s Morning Edition last week under the guise of a “real world field experiment” conducted by two economists. I guess direct marketing must then be considered unreal and out in left field? The story explored these economists’ […]
By Chris Hayes, EVP Brand Strategy One trillion dollars. That’s how much marketers will spend to sell their products globally in 2016, this according to a recent article by Jonathan Gordon and Jesko Perrey of McKinsey & Company. How much is $1 trillion? That’s 12 zeros, in case you’re wondering. I did a little number […]
Data’s role in customer acquisition The role of data within customer acquisition involves capturing and maintaining a record of the person or business that made a purchase. The basic information includes 1) who made the purchase, 2) when that purchase occurred, 3) what media channel the order was placed through and 4) the value of […]
For many marketers reading this column, data is fun! We love the challenge of figuring out how to find and use data to solve problems and drive all kinds of marketing initiatives. However, we also operate in a business environment and have to ultimately answer the question of value. How do we create true value […]
Data is usually spoken in the context of collecting and organizing data, queries to gain intelligence and reporting to measure various key performance indicators. One rarely hears about data prowess together with creative design and marketing calls to action. This can only happen when both the left and right brain meet together in a combined […]
The first thing that comes to mind when considering data’s role within social marketing is Web analytics. Social marketing, as a new marketing term that has evolved during the past decade, can be defined as “communication opportunities between consumers and businesses that use the Internet as a platform.” As all this communication is taking place […]
As I began writing this column, I was immediately struck by one of the words in the deck. Using “from” suggests fitting new marketing data into an existing process integration after new initiatives are introduced, while the word “with” requires a different approach altogether, indicating a process that considers the data before the initiative is […]
We are in the midst of a true paradigm shift. Consumer behavior suggests consumers want to be more in control of their interaction with the marketing that brands are pushing out. As marketers collect more data and gain access to more powerful analytic technologies, there also is a new dimension we need to access to […]
Over the past season, we have been looking at many data-driven elements, including the data itself and the processes that are involved in analysis and reporting. However, a simple, often-overlooked, but key part of the whole process is the people who work with the data. Different people are involved across so many parts of the […]
