June 2009

Ultra-large-scale marketing operations

A couple of major trends in software development — in particular, open source collaboration and the design of social network/user-generated content platforms — may provide useful insight for the future of marketing management. After all, the increasing number of marketing channels and the increasing granularity of initiatives in them combine to form ultra-large-scale marketing environments that share similar properties to ultra-large-scale (ULS) software systems. It’s not coincidental that many of the leading web sites whose …

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Marketing more human, more computerized

Two powerful and parallel trends are underway in marketing. First, marketing is becoming more human. This is the social media revolution. Blogs, Facebook, Twitter, LinkedIn groups, etc., are thriving with real dialogues, between real people in organizations and real constituents in the market. This pushes marketing as a whole to be more real — customers aren’t abstract models on a whiteboard, but splendidly diverse individuals with emotions, opinions, and microphones. What used to be a …

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Marketers: the web of data is inevitable

Flying home from the Semantic Technology Conference 2009 (#semtech2009 on Twitter), I have to confess that I’m drunk on the Kool-Aid. My presentation on marketing in the semantic web attracted a packed room, and feedback — from both technical and business attendees — was incredibly positive. But it was the sum of the rest of the conference that really inspired me to conclude: The semantic web — or web of data, web 3.0 if you …

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In search of computational marketing

Ever since reading that article in The New York Times about Wall Street-like data analysis being applied to Madison Avenue marketing — what I would call computational marketing, as a nod to computational finance — I’ve been searching for more stories about that idea. It turned into a bit of a nomenclature expedition. Computational Marketing A search for “computational marketing” in Google brings back ~1,000 results, with the first page being dominated by a single …

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Madison Avenue + Wall Street = Computational Marketing

This past Sunday in The New York Times, there was an interesting article talking about the elevation of data and number crunching in advertising: Put Ad on Web. Count Clicks. Revise. Written mostly from the perspective of ad agencies, advertising is portrayed as undergoing a seismic shift from Mad Men to a mixed mission with equal parts creatives and finance quants (Mad Money?). “Where the data guys were once an afterthought in a marketing presentation, …

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