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Category Archives: Data Driven
Achieving Simplicity From Complexity
"Simplicity is the ultimate sophistication."– Leonardo da Vinci We are all familiar with the old adage “less is more.” Yet there is only a half-truth in that statement. The consumer journey has become more complex. The strategies that drive how … Continue reading
Posted in Data Driven, Datanomics, Leadership, Marketing Operations, Process, Professional Development, Strategy
Tagged Big Data, Complexity, Simplicity, Strategy
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Enter The Digital Media Performance Score
Last week we addressed the rampant problem of misaligned measurement and the key questions we seek to answer from a branding campaign. The key takeaways are straightforward enough: 1) Establish clear objectives; and 2) Align a measurement approach according to … Continue reading
Posted in Data Driven, Metrics & measurement
Tagged Analytics, Measurement, Performance Score, Reporting
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The Gray Areas Of Digital Brand Measurement
As an industry, we have made several promises that we have yet to keep. The promise of accountability, while realized for direct response marketers, is still a conundrum for most brand marketers. In our somewhat-modern digital marketing age, we have … Continue reading
Asking The Tough Questions
Sometimes the holidays provide just enough breathing room to think about important issues that you may not ordinarily have the time to deal with during the normal course of the rat race. Here are a few of the tough questions … Continue reading
CMO – The Chief Modeling Officer
In theory, I love it when digital budgets get cut. No, really, I’m not crazy. Of course, the budget cuts need to be data-driven decisions — supported by sophisticated media mix models that predict the impact and outcome of media … Continue reading
Posted in Brands, Data Driven, Leadership, Strategy
Tagged Chief Marketing Officer, CMO, Marketing Leadership, Media Mix Modeling
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When Data Fails You
Data is not the Holy Grail. Data does not trump solid strategic thinking and planning. Data is not the magic cure for all your marketing woes. Data is, however, a tool that, when used properly, can help provide insights to … Continue reading
Posted in Data Driven, Datanomics, Process, Strategy
Tagged Data, Data Strategy, Mathification
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Assumptions Are Killing Your Digital Marketing Strategies
A few months back I wrote a piece titled "Operating in Real Time: How Far Away Are We?" I must have struck a nerve with the concept of real-time marketing because I received an inbox full of email and tweets … Continue reading
Posted in Data Driven, Leadership, Strategy
Tagged Assumptions, Predictive, Reactive, Real Time Marketing
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