Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle.
Our nine requirement guide for financial services companies to build effective and scalable cross-selling programs.
Marketing analytics is a broad, “meta” field, combining elements of marketing strategy, data science, database management, digital technology, primary research, and psychology, to name a few. To help explain what it is, we’ve created this taxonomy of marketing analytics—a “family tree”—that breaks the field down from high-level to more detailed. The taxonomy has four levels […]
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 […]
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 […]
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 […]
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 its merits; machine-generated data contain vast amounts of signals just waiting to be extracted and put to use. Indeed, […]
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 roots, with person after person telling me “welcome home,” brought on a wave of nostalgia, and caused me to […]
Ok, forget the lofty title. The last thing most companies need is another new C-level position. Nevertheless, every company from a Fortune 500 titan to a 20-person law firm needs the equivalent of CAO. Why? And what is the role of a Chief Analytics Officer? Here is the unspoken fact: the data analytics “knowledge gap” […]
Image: Hunter Haley As both topics of AI and Facebook data usage gain greater attention from the media, customers, investors, and regulators, it’s time for CEOs to get deeply engaged in an Applied Analytics Strategy. So what is an Applied Analytics Strategy? Applied analytics is about the strategic use of data for decisions within a […]