7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
Dec
11
Even for beloved brands, path to purchase is a marketing battlefield
In: advertising, big data, content marketing, customer journey, customer relationships, data driven marketing, digital marketing, market research, marketing, media, mobile, path to purchase, programmatic advertising, shopper insights, shopper journey, shopper marketing
2 Comments
Nov
5
Move beyond the insight to find the prediction question
In: big data, data driven marketing, data science, digital marketing, fivethirtyeight, market research, media, nate silver
9 Comments
Hey marketing research…in the age of data driven marketing, insights aren’t enough. You need to find the prediction question and address it. Here’s how…
Sep
30
Four reasons that surveys can produce garbage data and four pieces of advice to get valid and useful results
Sep
25
Does your brand have a cold wet nose? (updated)
In: advertising, branding, digital marketing, facebook, listening, market research, marketing, yahoo
1 Comment
Brand equity and brand health are not the same thing. Marketers need to know if their brand is healthy, that is positioned for growth which increasingly means monitoring digital and social signals.
Sep
16
Six things marketers should do differently in an era of first party data
In: advertising, big data, digital marketing, facebook, market research, social media, twitter
4 Comments
First party data equals first party relationships. leveraging this is the #1 characteristic of marketing in the digital age.