Overview: The key to long-term competitive brand positioning is authenticity. Most brands are sitting on a treasure trove of insight buried in their unstructured customer data. It’s worth the time to review, assess and analyze your existing data inventory. Sometimes we become hyper focused on our business objectives and our internal goals that we overlook
When planning a road trip, simply having a destination is not enough. If you ask someone, “How do I get to the Grand Canyon?” their follow-up question will always be, “Where are you coming from?” Without that initial starting point, mapping the shortest route from point-A to point-B is impossible. It’s the same in business
Multichannel marketing and Ominchannel marketing are conceptually similar but distinctly different in a very important way. Unless you’ve been living off the grid for the past 20 years, you’re aware that the modern marketplace enables brands to connect with consumers like never before. Taking a step back to really think about it, brands are becoming
Topics Discussed: Marketing engagement metrics are just an introduction to the story Every consumer action has a driver which is found beneath surface-level insights Grow your level of knowledge and understanding with one simple follow up question Virtually all customer-brand interactions can be tracked and measured. At times this may feel creepy for the
Last month, The CMO Survey released a report detailing results from its bi-annual study gathering insights and opinions from America’s top marketers. Topics covered include growth strategies, firm performance, and several strategic-marketing topics. The strategic-marketing aspect is what I’m most interested in discussing; particularly comparing marking spending for social media vs marketing analytics. Pulling data
Last year we discussed the topic of customer segmentation; specifically focused on lifestyle attributes and creating detailed customer personas. As customer personalization continues to assert itself as a necessary aspect of earning customer loyalty, it’s worth revisiting this topic. In addition to some of the points made in other posts, we’ve added some new insight
When I was a young professional, a mentor shared with me a very simple yet powerful outlook on sales and marketing; consumers will buy from you if they think you’re worth it. Today, while I have a deeper understanding and appreciation for the nuances of consumer behavior, that simple yet powerful outlook still rings true.
Companies often want to conduct a Brand Positioning study to better understand where they currently sit within their market’s competitive landscape. This provides insight as to the effectiveness of their sales and marketing campaigns, the relevance of their products or services, and a snapshot of their overall standing as an industry competitor. Before jumping straight
More and more companies are seeing the value of leveraging data-driven insights to guide decision making. Whether day-to-day operational details or big-picture strategic initiatives, confidence rises when you have statistical evidence to support action. While this is great news for insights enthusiasts like us, it’s important to consider a common pitfall when bringing data analytics
In a previous post we introduced two key questions brands are (or should be) asking themselves. Have consumers heard of our brand? – Click Here For Part 1: Brand Awareness What do consumers think about our brand? We already discussed the importance of addressing these two research questions separately in our first post, but
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