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Segmentation is well understood as a concept but its potential is grossly underutilized. The data and talent now exist to generate and execute on context-specific segments. Try it and you’ll see a significant boost in your marketing effectiveness. Segmentation, in the context of marketing effectiveness, could be described as the classification of audiences into unique … Continue reading
Despite the spike in conversations about big data, business and marketing leaders should look beyond the hype about data form and focus on the broader picture of gaining a competitive edge through analytics. Big data—those large, expanding, and multi-form datasets—is an increasing hot topic in technology, analytics, and marketing circles. It implies much more than … Continue reading
Analytics has evolved to the point where organizations should look for corporate analytics partners to deploy standardization, insights, experimentation, and organizational learning. While outsourcing is seen as an option for organizations in the early phases of competing in the analytics journey , this article argues that partnerships with strong analytics consultancies is a continuous necessity … Continue reading
The lack of fully understanding intercept studies has often resulted in worthless findings. This piece addresses the feasibility of salvaging insights from these studies. This article is the concluding part of an earlier piece titled, Should You Conduct That Intercept Study? That article addressed the key challenges and limitations of intercept studies: internal and external validity … Continue reading
Intercept studies have been around for over a decade, but there are abundant concerns about their relevance. In this two-part series, the key challenges and limitations of these studies will be outlined, as well as their value. A quick primer Intercept studies (online surveys that pop up and request feedback about a website or display … Continue reading
This final piece of a three-part series identifies the root causes of metrics overload, points out many barriers that hinder well-balanced metrics reporting, and suggests how to address these challenges. Identifying these hurdles and adopting the recommendations should help any analyst improve the quality of analytics services and deliverables overall. This is the final piece of … Continue reading
The second of a three part series, this piece continues with the topic of the surprising metrics overload observed in several marketing performance reports despite the solid case made for parsimonious key performance indicators (KPIs). The first piece articulates why metrics overload is bad for both the analyst and the audience; this piece discusses an … Continue reading
The imperative for key performance indicators (KPIs) is firmly established, but many analysts continue to dump loads of metrics on clients, confusing rather than clarifying marketing performance. Rather than focusing on “what are” and “why” KPIs (many excellent resources have done that already), this three-part piece proceeds beyond the rationale for KPIs to review the … Continue reading
The argument goes thus: if marketing consultants evaluate their own work, there is little chance of obtaining credible performance assessment. This perception, however, does not have to be true. This post covers some of the effective safeguards that have existed for a long time in academic research. The debate on whether marketing and communications consultants, … Continue reading
Despite the attention-grabbing headlines from forward thinkers, the marketing funnel is not dead. An analogy of user engagement and conversion for an ecommerce website confirms the funnel’s continuous relevance in marketing accountability. Other proposed models should not replace, but simply complement the funnel. The marketing funnel has been declared dead—at least that’s the perspective of … Continue reading
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