What About Small Data? Part 2

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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 curve starts out flat, as dollars are invested to get breakthrough with a group of consumers Then, the curve […]

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10 Step Checklist for Creating Actionable Segmentations and Personas

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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 people who can agree on what segmentation really means and how they become actionable segmentations. That being said, sales […]

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How to Build a Product-Centric Data Science Organization

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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 a lead into the correct segment,” and has to figure out how to solve the problem with a vast […]

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6 Step Framework for Marketing Content Optimization

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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 performs in a non-linear way, but what is it that makes that “one piece” drive ten times more eyeballs […]

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