Articles by Andy Hasselwander


The Promise of the Marketing Data Platform

Sales and Marketing Datapalooza After twenty years of continuous innovation, marketing and sales technology is ubiquitous, extremely powerful, and very expensive. A typical sales and marketing organization spends upwards of 25% of its budget on technology,...

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Thoughts on the Microsoft-SAP-Adobe Open Data Alliance

This week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of...

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Measuring Return on Analytics

The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written...

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What About Small Data? Part 2

Getting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The...

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10 Step Checklist for Creating Actionable Segmentations and Personas

For all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two...

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How to Build a Product-Centric Data Science Organization

Realistically, most data science is heads-down, unpredictable activity. Typically, a data scientist is given an objective, such as “tell me the part-worth of TV in my advertising mix”, or “come up with a classifier to put...

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6 Step Framework for Marketing Content Optimization

In today’s marketing landscape of channel proliferation, ultra-savvy buyers, and chronic shortages of time and attention, investing in really good content might be the highest ROI decision a CMO or CRO can make. Really good content...

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What About Small Data? Part 1

Big data remains all the rage. After exploding onto the scene in roughly 2012, with the popularization of the Hadoop framework, the big data lens still dominates the “LinkedIn press.” This myopia is certainly not without...

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Coming Full Circle: Bringing Art Back to Marketing Science

Yesterday was my first day (back) on the job at MarketBridge leading marketing analytics. I’ve been gone for nine years, and it is truly great to be back at this special organization. This return to my...

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