May 15, 2013 By 6 Comments

Everyone in marketing should be a marketer scientist

8 characteristics of the marketer scientist

(This also appears as a guest post on SAS's Left of the Date Line blog for the Asia Pacific region.) Later this month, I'll have the privilege of meeting with groups of CMOs and other marketing leaders across southeast Asia as part of an event tour with SAS Institute. We'll be visiting Singapore, Malaysia, Indonesia, the Philippines, and India, as well as doing a live webcast for Australia and New Zealand on Tuesday, May 21. The title of my presentation will be The Emergent CMO: Combining Continue Reading...

Filed Under: Marketing Management
May 13, 2013 By 3 Comments

How EMC successfully adopted agile marketing

EMC

Agile marketing has been gaining a lot of steam over the past year, but we’re still in the “early adopter” stage of this movement. (If you have no idea what agile marketing is, I recently posted a video introduction to agile marketing as well as an essay version.) Most teams that have adopted agile marketing [...]

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Filed Under: Agile Marketing
May 10, 2013 By 1 Comment

The very cool marketing technology LUMAscape

Marketing Technology Lumascape

Terry Kawaja and the brilliant folks at LUMA Partners — a modern investment bank specializing in the intersection of media and technology — have just released their Marketing Technology LUMAscape, shown above. A few years ago, Terry put together a similar landscape for the more specialized ad tech space, which became the reference document for [...]

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Filed Under: Marketing Software
May 9, 2013 By Leave a Comment

Introduction to agile marketing (video presentation)

Agile Marketing Video

Last month, I presented a talk on Agile Marketing: Managing Marketing in a World of Constant Change at the Marketo User Summit in San Francisco. They professionally recorded the session, and with their permission, I’m pleased to be able to share the video and synchronized slide deck with you:

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Filed Under: Agile Marketing
May 8, 2013 By 5 Comments

The New Kingmakers are a rising force in marketing too

The CIO is the last to know

In a world powered by software, the developers who create that software — especially the really good ones — are increasingly the center of influence and power in business. That’s the core thesis of Stephen O’Grady’s brief-but-brilliant, 48-page book, The New Kingmakers: How Developers Conquered the World. This is highly relevant to marketers and marketing [...]

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Filed Under: Marketing Management
May 2, 2013 By 6 Comments

5 ways to make stats in content marketing more credible

Suspicious Statistics in Content Marketing

As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making. We want to gauge its ambiguity and uncertainty, even though on the surface we’re being presented with quantified “facts.” We want to detect bias [...]

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Filed Under: Marketing Data
April 30, 2013 By Leave a Comment

Marketing technologists and growth hackers, oh my

Roles on the Marketing Team

The terms “marketing technologist” and “growth hacker” seem to be gaining traction out there. Voice-based marketing automation provider ifbyphone recently released their annual State of Marketing Measurement Survey for 2013, which included the following results on the evolution of the marketing team: 31% have a marketing technologist 25% have a growth hacker Marketing automation is [...]

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Filed Under: Marketing Management
April 27, 2013 By 4 Comments

Pragmatic marketing vs. hype cycles and false dilemmas

Gartner Hype Cycle

Darling, I don’t know why I go to extremes Too high or too low there ain’t no in-betweens — Billy Joel There’s a common fallacy known as a false dilemma or false dichotomy. It’s where you’re artificially presented with a black-and-white, either-or choice: you’re forced to choose between all of one or all of the [...]

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Filed Under: Marketing Management
April 25, 2013 By 1 Comment

Advice from a Jedi Knight of marketing experimentation

Marketing Experimentation Advice

A couple of months ago, I wrote a column on Search Engine Land titled Why Big Testing Will Be Bigger Than Big Data. A shorter spin-off of my post here on the big data bubble in marketing, its overarching message was that in a world of ever more data, experimentation would inevitably become king. The [...]

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Filed Under: Marketing Data
April 22, 2013 By 2 Comments

Does marketing science mean you can predict the future?

Marketing Scientists

If I were a marketer psychologist — that is, a therapist to marketing teams, for which I’m sure there’s a market — I could imagine making a fine living by asking open-ended questions, such as “What does marketing science mean to you?”, and holding up a mirror to people’s responses. I hear you say data-driven. [...]

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Filed Under: Marketing Data
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