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Tools & Techniques
Here is a selection of some of the more simple tools we’ve found for answering some particularly thorny questions.
November 20, 2008
Palo Alto Software Updates Marketing Savvy with Multivariable Testing
See how the software developer revved up sales with some enlightened testing to optimize response. An MNPV case study.
Read MoreJanuary 21, 2008
Anatomy of a Dashboard Failure (and Pending Resurrection)
The true story of one company’s marketing dashboard project, which from the start seemed destined to collapse under the weight of dirty data, a decentralized structure, and a marketing culture more accustomed to “gut” marketing than accountability.
Read MoreJune 4, 2005
IBM Finds Multiple Uses for Marketing Knowledge Bases
How do you gather up all the marketing knowledge in a single repository in a giant corporation? Learn how IBM attacked the problem with multiple solutions for multiple purposes across several user groups.
Read MoreNovember 6, 2003
Even the Crabs Can Get You
In September 2003, Red Lobster ran a promotion that backfired and lost millions. This case study discusses how the plan, likely based on assumptions and averages, did not pay enough attention to the serious damage that could (and did) happen at the edges of probability. It also suggests how the disaster could easily have been avoided.
Read MoreMore MarketingNPV
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