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Analytics & Modeling
From modeling to simulations, analytical competency is a foundation for insight into your marketing effectiveness. Sound analytics often help reframe the problem and reveal possible solutions.
Blog Posts
May 24, 2011
Marketing Mix Model Masochist
Marketing Mix Models may face criticism in the face of more advanced alternatives, but are still effective methods that are well-grasped and should be included as one tool in a much broader marketing measurement toolkit.
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July 27, 2010
Metrics That Help Catch Lightning in a Bottle
What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
January 4, 2010
Question of the Week: Would my company benefit from a marketing mix model?
November 10, 2009
"That is the Big Challenge" says Eric Schmidt
Reflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.
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June 10, 2009
Backwards Think Sometimes I
Now that I'm older, I find myself thinking backwards more often. I start by thinking about the possible implications of a proposed analysis path -- e.g., "What question am I trying to answer and what would I do if the answer were X or Y?"
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May 7, 2009
Survey: 27% of Marketers Suck
A recent survey panel reported a mean response of 27% when asked, “on a scale of 0% to 100%, how many marketers suck?”
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May 1, 2009
The Elasticity of Sales Enablement
When times are tough and horizons are shorter, we all want to help as much as we can. But let’s not mistake hope for judgment when reallocating resources from marketing programs to sales enablement...
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April 21, 2009
More on Mauled by Models
A follow-up to the post Mauled by Models with comments and feedback on how you would have handled this situation...
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March 24, 2009
It's All Relative
Brilliant strategy? Check.
Sophisticated analytics? Check.
Compelling business case? Check.
Closing that one big hole that could torpedo your career? Uhhhhhhh....... Most new marketing initiatives fail to achieve anything close to their business-case potential. Why? Unilateral analysis, or looking at the world only through your own company's eyes, as if there was no competition.
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