The Corporate Executive Board had an eye-catching post on the HBR blog recently, Marketers Flunk the Big Data Test. They begin: The big-data explosion is driving a shift away from gut-based decision making. Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities. No wonder a strong appetite for data is […]
Marketers are less statistical than, um, statisticians Read More »
“The problem is very rarely data, or that we don’t have access to data.” So said Avinash Kaushik, web analytics and marketing data guru, in his keynote at this week’s SES conference in San Francisco. In Avinash’s view, business optimization in the digital world requires mastering three things: Influence — reaching the right people at
“The problem is very rarely data…” Read More »
Javascript is something that all web programmers should know. But advertisers? The people who manage paid search campaigns on Google? What possible use could they have for learning Javascript? Google has one in mind. At SES San Francisco this week, I sat in on a Google session where they were demonstrating new features in their
Advertising on Google? Helps to know Javascript Read More »
Hackathons. Prototyping. Beta testing. Sounds like a typical day in Silicon Valley software, right? Not this time. This is the language of Madison Avenue in the 21st century. Or at least it will be, if Google’s new Agile Creativity initiative takes root. In collaboration with a number of agency visionaries, Google has produced a compelling
Google brings agile to agencies with “Agile Creativity” vision Read More »
Three separate worlds: Paid media such as advertising and sponsorships. Earned media such as Facebook likes, Twitter tweets, search engine rankings, and every other review and comment that other people make about you. Owned media such as your web site, microsites, landing pages, mobile apps, your brand’s Facebook page, your YouTube channel, and so on.
Mr./Ms. CMO — tear down these walls! Read More »
You’ve probably been hearing more about agile marketing lately. Over the past 6 months, there has been a blossoming Renaissance of discussions, writings, and events on the subject — a number of which I summed up in a recent Search England Land column, Have You Adopted Agile Marketing Yet? In a nutshell, agile marketing adapts
10 key principles of agile marketing management Read More »
A clever email marketing campaign from the folks at MarketingProfs for their upcoming B2B Forum — which makes a larger point about just how much the culture of marketing has changed. I received the following email from “Don Draper” with the subject line, “Why I’m Not Attending MarketingProfs B2B Forum,” and I just had to
Don Draper is disgusted by the new state of marketing Read More »
Marketers will spend about $1 trillion this year on external costs: everything from advertising of every kind, marketing services such as direct mail and lead generation, agency fees, data and intelligence such as market research, and — at the very bottom of the stack — software and technology. In 2012, marketing technology will account for
We are the 1% (of global marketing spend) Read More »
How many different solutions do you estimate you have integrated to support your website capabilities today? How many do you anticipate you will have integrated into your website 2 years from now? For eCommerce professionals, the answers are surprising: 42% have 10 or more solutions integrated in their sites today 69% expect 10 or more
Imagine 20 different technologies integrated into your website Read More »
I’ve seen this pattern, or variations of it, with increasing frequency. I’m not saying that everyone should follow this path. There are many roads to success and life satisfaction. But the Renaissance men and women making journeys like this fascinate and inspire me. Here’s to the crazy ones.
The Renaissance career from engineer to CMO and beyond Read More »
