Marketing Matters: The Experience Factor

A large group in Boston for a trade show visits a local restaurant for dinner. Clients, customers and vendors all savor a respite from the day’s scheduled events with a dinner of shared stories, networking potential and a relaxed drink or three. The waiter overhears a gentleman at the table commenting on a particular wine […]

Know Thy Customer: 3 tips for making the most of your research data

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 […]

Behind the Curtain: A look at the people and departments responsible for marketing data

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 […]

Beyond the Data: New thinking about data’s role in creating marketing success

“Data” has become the darling of the marketing world recently as information technology and database marketing really hit their strides in business (Check out the Target Marketing July 2012 cover story, “Are You Ready for Big Data?” to brush up on your consumer data know-how if this topic hasn’t been on your radar screen). Marketers […]

Rewriting the Rules of Catalog Copy

On an episode of AMC’s “Mad Men,” the irascible and ubiquitously intoxicated Roger Sterling prods the precocious Peggy Olsen to hire a new copywriter. Peggy cringes, concerned that the potential new Mad Man might be a little, well, mad. “Define crazy for a copywriter,” Roger retorts. “Sleeps all day? Disrespectful of authority? Drunk half the […]

How to Create a Compelling Brand Story

Every brand, regardless if they’re B-to-C or B-to-B, big or small, old or new, has a unique story to tell. Unfortunately, most brands don’t tell theirs very well. Many have forgotten where they came from, what made them special, or have drifted so far from their roots that they’ve lost track of who they are. […]

Six Items to Consider When Analyzing Prior Season

We all know that consumer behavior is changing rapidly. Yet, when reviewing their prior season, many merchants continue to look at the same metrics year after year. In addition, merchants look at these metrics the exact same way every year. Merchants may be missing opportunities as customers have definitely changed their way of interacting with […]