consumer segmentation is important, but as an input into something more…the creation of an audience for a specific purpose.
Nov
19
Reinventing consumer segmentation research for a digital age
In: advertising, consumer segmentation, data driven marketing, mobile, shopper marketing
1 Comment
Sep
25
Four traditional marketing truths that have broken down
In: advertising, behavioral economics, branding, data driven marketing, digital marketing, market research, media, path to purchase, programmatic advertising, research, research transformation, shopper insights
1 Comment
In light of 4 new marketing truths, research is not measuring the right things anymore to help brands grow.
Sep
21
The future has to look like digital. It can’t go the other way
In: advertising, big data, concept testing, customer relationships, data driven marketing, digital marketing, market research, marketing, marketing mix modeling, media, programmatic advertising, research transformation
1 Comment
In a digital, programmatic future, marketing is becoming a first party data game. Here is how Marketing and Research practices can be aligned in a digital world.
Aug
17
How do you build brand meaning in a digital age?
In: branding, digital marketing, facebook, market research, shopper journey, social media, twitter
2 Comments
How marketers should think differently to unlock digital marketing’s enormous ability to build brand meaning.
Jul
14
What marketing research must do differently in a data driven age
In: big data, concept testing, data driven marketing, digital marketing, programmatic advertising, research, research transformation
5 Comments
How market research must change so brands stay strategic while executing tactically on data to drive short term performance and long term value.