Category — Analytics
Follow the Money
An insight is only as good as the money it makes. By Sharon Love. Henry Ford said: “If I’d asked customers what they wanted, they would have said, ‘a faster horse’.” Steve Jobs famously echoed that sentiment when he said: “It isn’t the consumers’ job to know what they want.”
Sam Walton took a related view with his 10th Rule: “Swim upstream. Ignore the conventional. Think differently. If everybody’s doing it one way, there is a good chance you can find your niche by going in exactly the opposite direction.”
Others, meanwhile, offer a more “quantitative” perspective. Dr. Oz says, “The major part of good heart health is in the metrics,” and W. Edwards Deming advised: “In God We Trust; all others must bring data.” Peter Brand, of Moneyball fame, said: “It’s about getting things down to one number. Using the stats the way we read them, we’ll find value in players that no one else can see” … read >>
May 1, 2012 Comments
Do The Math
The future belongs to those who measure the total brand experience. By Al Wittemen. Each and every one of us has endured our share of pain over the last several years. In all my years in marketing, it’s safe to say I’ve never experienced anything quite like the last five. It now appears that the worst of the economic calamity is behind us, but it would be foolish to think that the pain is over.
In fact, in many ways, it is just beginning. A recent IBM survey of 1,700 chief marketing officers across 64 countries spelled out the sources of our discomfort. It identified some of the biggest challenges facing chief marketing officers, each of which is a pervasive and universal game changer … read >>
January 1, 2012 Comments
The Net Brand Effect
A portfolio approach to pricing is critical to brand growth at retail. By Paul Thompson.
(pdf) or (text)
March 1, 2009 Comments
Store Brand Surprise
An in-store test reveals unexpected dynamics between national and retailer brands. By Chip Miller.
March 1, 2009 Comments
The 27-Month Plan
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Setting standards is critical to CMO success. By Charlie Tarzian. (download pdf)
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July 1, 2007 Comments
Shopper Insights Machine
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In-store can learn from online about insights. By Leslie Warshaw. (download pdf) |
May 1, 2007 Comments
Accountability: Yours
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June 28, 2006 Comments
Jul/Aug 2006
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June 28, 2006 Comments
Emotional R.O.I.
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May 1, 2006 Comments
Mining the Blogosphere
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January 10, 2006 Comments
Marketing Mix Maximized
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September 1, 2005 Comments
Insight From the Inside Out
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By understanding the why of shared media experiences marketers can move beyond disruption into an engaging relationship with their consumers. By Stacey Lynn Koerner of Initiative. (download PDF)
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May 2, 2005 Comments
Bridging the Sales & Marketing Divide
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March 1, 2005 Comments
ROI Is Not Enough
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January 3, 2005 Comments
Jan/Feb ‘05
If you would like to download the entire Jan/Feb ’05 edition of The Hub, please click here. (PDF Download)
January 3, 2005 Comments
A Seat at the Table
A roundtable discussion about the future of marketing, featuring chief marketing officers Beth Comstock of General Electric, Joe Tripodi of Allstate and Jim Speros of Ernst & Young. (PDF Download)
September 1, 2004 Comments
What Is Right and Wrong With Marketing?
In their new book, The New Marketing Mission, Hunter Hastings, Gordon Wadeand Sat Duggal of EMM Group set forth the challenges and opportunities of marketing in the 21st century. Following is an excerpt of the book, which is published by the Association of National Advertisers. (PDF Download)
September 1, 2004 Comments
