Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some …Read More
In this article, I’ll walk through the history of customer-centricity, and how digital technology has ushered in a new era of customer-first marketing and support—at least potentially. I’ll then walk through some of the technological and people-related challenges companies typically face as they attempt to …Read More
I’ve noticed a funny trend among marketers. We tend to talk about younger consumers in terms of their generation—for example, the term “millennials” has been a stand-in for a nyone under 35 for what seems like a decade or more—seniors are always seniors. I imagine …Read More
Defining the Traditional Channel Partner In 1997, MarketBridge’s CEO Tim Furey published The Channel Advantage. It became a best-selling business book, and a go-to resource for executives looking to navigate a new world in which technology was lowering the cost-per-touch every year. Smart companies realized that they needed to move away from …Read More
One of our clients recently came to us with an issue that we immediately diagnosed as a friction problem. A product had been conceived and built which should have been selling well, but uptake was slow. There was nothing functionally wrong with the product; it …Read More
There are two competing AI narratives bouncing around the internet. On the one hand, AI is seen as a future scourge, a technology that once unchained will push humanity past a singularity. Past this singularity, we cannot predict what will happen—but many think it won’t …Read More
A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.Read More
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 Salesforce.com in the CRM and marketing technology space, whose …Read More
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 as such. While these concepts should absolutely be useful …Read More
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 …Read More
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