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.

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January 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.

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June 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.

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November 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.

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