The absolutely epic Periodic Table of Marketing Signals

Periodic Table of Marketing Signals

The following is a guest post by Steven Wastie, the CMO of Origami Logic. While it naturally aligns with his company’s solution, I think his Marketing Signals Framework — and this absolutely epic Periodic Table of Marketing Signals — transcends their own product and is a powerful concept for marketing technlogy management. CLICK ABOVE FOR […]

A Rosetta Stone of marketing technology terminology

The Marketing Technology Rosetta Stone

Eskimoes have a large number of words for “snow” — or so goes a cliché meme that’s been around for decades. Exactly how different those words are, compared to the languages of any other culture in the world, is a matter of debate. But it’s a remark that almost always elicits a chuckle, since one […]

Storytelling and data: when beautiful metrics can’t beat words

Storytelling and Data

The following is a guest post by Sergio Maldonado, founder and CEO of Sweetspot Intelligence. Family storytelling die-hards may have heard of Bill Gordh, an award-winning, banjo-playing storyteller that has performed with the New York Philharmonic as well as at the White House Easter Egg Roll. He has also traveled extensively around the world. I […]

Why data-driven marketers shouldn’t trust the data fully

In Data We Trust

There’s a great new report out by the IBM Institute for Business Value, Analytics: A blueprint for value, that’s well worth reading. The above graphic — stating that 66% of leaders from their research are “confident” in their data and “trust” it — is excerpted from it. However, this post is not about that report […]

2 human strengths that are also 2 data weaknesses

See the pattern?

Two of the greatest strengths of the human mind in marketing: Our ability to detect patterns from imperfect information. Our ability to tell stories that resonate and spread. Ironically, these are also two of our biggest weaknesses in data-driven marketing I’m presenting today at DemandCon on a panel about effective marketing management with data. The […]

14 rules for data-driven, not data-deluded, marketing

Keep Calm and Use Data Wisely

We’re now in the crossfire of a peaking hype cycle for big data and its inevitable backlash. One marketer the other night was yelling on Twitter, “Big Data People need to GET OFF MY LAWN.” I confess, I empathize with his frustration. Of course, I believe that data — the right data, used in the […]

Strategic data vs. data theater in data-driven marketing

Data Theater

Let’s face it: we’re swimming in a sea of essentially infinite data at this point. In a recent Teradata report, “lack of needed data” was cited as the least common obstacle to data driven-marketing. Only 22% of the marketers surveyed said that’s what held them back. The most common obstacle? “Lack of process to bring […]

Data is the most underutilized asset in marketing

Marketing Data Scientists

According to a new study on data-driven marketing by Teradata Applications (the artists formerly known as Aprimo), 45% of marketers believe that data is the most underutilized asset in the marketing organization. Most underutilized. That’s throwing down the gauntlet. And indeed, 78% of the marketers surveyed say that they feel pressure to become more data-driven. […]

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 […]

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 […]