As marketing becomes more data-driven, marketers must be aware of the common data fallacies that hinder decision-making and prevent data from positively impacting marketing operations. Here are the top three fallacies to address today. Fallacy 1: Only Use Online Data for Analytic Processes We all know that...
I sat down with Jay Kingley, the President of Centricity Network, on the company's Best Kept Secret podcast. We discuss the art of measuring marketing effectiveness. During our chat I address: Why even big brands measure marketing effectiveness incorrectly The challenge of data-driven marketing How to...
MMA Global released its annual multi-touch attribution survey earlier this month. They found three major obstacles marketers encounter when implementing multi-touch attribution (MTA) models. 1) MTA Data Obstacles A majority of marketers (89%) say that issues with data hinder their ability to implement a good multi-touch attribution...
A New York Times columnist argues that the evolution of the internet lessens the need for companies to build brand loyalty with their customers. Why? Because the internet has made us comfortable with buying unfamiliar brands. Conversely, I think the growth of the internet makes building...
Adverity's Marketing Analytics State of Play report identifies the top three challenges for marketers and data analysts in the US, UK, and Germany. The company surveyed 964 marketers in total. Here is a summary of their findings and what marketers and data analysts can do...
A recent Forbes article highlights the value of multicultural marketing campaigns -- they have a higher ROI than their non-diverse counterparts -- as much as forty percent higher according to a study from Nielson! Yet, many CEOs and CMOs gravitate towards non-diverse campaigns. Even worse, they...
In July of this year, the Cleveland Indians announced it was changing its name to the Cleveland Guardians. The team supported this change with data, surveying 40,000 fans and 140 hours worth of interviews prior to announcing the change according to the Indians' press release. There's...
Marketers have created a false dichotomy between digital and traditional marketing. Many marketers think of digital marketing methods as conversion-centric, and traditional marketing methods as brand-centric. But we need to change our thinking. Watch the 2-minute video for my thoughts! You can also watch this video on Linkedin....
On Thursday, Facebook Inc. became Meta (the Facebook app will keep its name). The company is centering itself around what it calls the "metaverse." This new online world will be full of virtual and artificial reality experiences -- fundamentally changing the world wide web and...
Artificial intelligence is not artificially intelligent. Is there artificial intelligence in artificial intelligence? Unfortunately, there isn't. Artificial intelligence is just a computer taking data and using its programming to analyze it. We can't present a computer with a data set and have it give a result...
