If I was going to recommend one book for an executive to read about the power of controlled experiments in business, it would be Uncontrolled: The Surprising Payoff of Trial-and-Error for Business, Politics, and Society by Jim Manzi. It’s impossible to read this book and not walk away enthused about the potential of testing and […]
Digital is easy. Try A/B testing in the real world. Read More »
Will marketing technology consolidate into a handful of behemoth super-platforms? Or will it continue to diversify with more innovative new software? My theory on marketing technology consolidation vs. diversification has been both. I believe that a set of “backbone” platforms will serve as the foundation of marketing’s technology infrastructure, but they will promote open APIs
The emerging third-party era of marketing automation Read More »
CEOs have come to recognize, more than ever, that disruptive technology poses the single biggest existential threat to the future of their businesses. Or, on the optimistic side of that coin, it promises tremendous opportunity for them to capture new ground. IBM recently released their latest global C-suite study — The Customer-activated Enterprise — and
CEOs look toward disruptive technology more than CMOs Read More »
As marketers, we have more data at our disposal now than our predecessors could have imagined in their wildest dreams. However, this bounty of data is not without challenges. Two recent posts I wrote on these challenge — data is the most underutilized asset in marketing and strategic data vs. data theater — were inspired
This CMO wrote the book on big data marketing, literally Read More »
Lattice Engines was kind enough to include me in a recent list of their favorite marketing nerds. I’m certainly honored by the esteemed company they put me in, with true tech-savvy marketing wizards such as Ann Handley, Mike Volpe, Christopher Penn, David Raab, Joe Chernov, and many others whom I admire. But I have to
10 reasons why marketing nerds are so darn lovable Read More »
Agile marketing continues to grow in popularity. Why? The old “waterfall” approach to marketing planning and execution simply can’t keep pace with the speed at which prospects (and competitors) can move in the superconductive digital world. In a Forrester report earlier this year, from which the graph below was excerpted, analyst Laura Ramos wrote, “The
Debunking 3 myths of agile marketing Read More »
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
2 human strengths that are also 2 data weaknesses Read More »
