When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? Answers due to firstname.lastname@example.org by July 26.
Big Data is exciting because it has the potential to deliver insights that can transform your marketing—but determining what to actually do with that data is another matter.
All of us have access to more data every day, but how do you understand and uncover insights from that data? That's the sweet spot in the Big Data revolution.
Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).
As marketers, we need to understand that it's no longer about what journey we want to take customers on; it's about meeting them where they are in their journey and making ourselves adaptable along the way.
While the arsenal of tools available to market researchers has certainly grown over the years, perhaps none has been more insightful than what is referred to as structural equation modeling.
Twice a year, the marketing business pauses in its reinvention to expose its fear of fundamental change and highlight the disconnect that exists between what it says and what it does.
While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.
A picture is worth a thousand words, but not every one of my observations is worth a full column. Or so my editors tell me. Most, however, are worth at least 140 characters. With that in mind, and to help ring in 2012, I proudly present my Twitter-ready views, insights, unsolicited tidbits of advice and meaningless random thoughts on the absurdities of modern marketing.
Be my Valentine! Now, let's see what I can buy/purchase/consume to express how I feel. A greeting card, for starters, pre-printed with someone else's sentiments, a frilly box of chocolates complete with a picture chart so you can avoid biting into the one with that weird green cream, or a dozen red long-stems.
Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way home in what seemed to be the outfit she had worn out the night before. "That's what I love about New York: the anonymity," my friend said.
Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies
Marketers in the publishing and catalog industries predict digital will serve a greater role in their campaigns over the next three years, but it will not completely replace print.
Darla is a customer service rep for American Express. But to me, she is more than that: she is the face, or more precisely, the voice that saved the brand's image in the mind of one loyal longtime cardholder.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.