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How to Keep Your Insights Supply Chain Flowing

One thing certain in today’s environment is that there is a never-ending supply of data. The real challenge is converting raw data into insights. One way to tackle this challenge is with a well-honed insights supply chain. The concept of a supply chain is ideal for this work. Supply chains convert raw materials – in […]

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How to Use Attribution Models to Decipher the Right Mix

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across […]

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How to Use Intelligence to Outsmart Your Competitors

Be in the Know About the Competitive Field Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?”  The answer this question guided our race choices. We would then evaluate the races on the schedule against […]

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How to Use Customer Insights to Spur Growth

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG, 96% indicated that their companies are “are in the midst of business transformation planning or execution.” Business transformations are challenging.  A McKinsey study found that just 26% […]

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How to Utilize Data and Analytics to Improve Results

Results. The relentless focus on results is what JT McCormick, CEO of Scribe Media and a guest on the Ready, Set, Grow! radio program claims is the number one principle behind achieving growth. A study by Deloitte found that companies embracing and employing analytics make better decisions and are more likely to achieve key strategic initiatives. […]

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Are You Ready to Make The Shift to A.I.? (Part Two)

This is the second part of a two-part series. See our first section Should You Use A.I. in Your Marketing? on LinkedIn.  According to BPMonline Insights, nearly 40% of companies struggle to convert data into actionable insight. We know from our research, and that of others, that there is increased pressure on Marketing to measure […]

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How to Fulfill Marketing’s Fundamental Mission of Value Creation

Anthony Palmer, President and formerly the Chief Marketing Officer at Kimberly-Clark, claimed that, “the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal. You also […]

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Are You Rich in Activity Metrics But Poor in Proving Value?

In an environment where the CMO is being asked to prove Marketing’s value every day, what can a CMO do to not merely survive, but to thrive? To survive and thrive, CMOs need to see themselves as champions of growth who can anticipate customers, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the […]

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How to Make Sure Adding Analytics Skills to Marketing is a Win

Numerous studies emphasize how central analytics is to business strategy. The CFO Alliance’s sentiment study highlighted the role of Marketing execution and performance to company success. A top strategic factor to achieving growth depends on how well Marketing impacts customer engagement and enables the company to tap new markets. Both of these capabilities require solid data […]

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Assess and Measure Competitiveness to Stay Strong

A Harvard Business Review article reminds us that today businesses face an environment where operating margins are increasing and market leadership is precarious. Being able to quickly read market signals and adapt is essential to sustaining a competitive advantage. Capabilities that lead to a competitive advantage in the past, may not continue to do so […]

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