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...
I sat down with Jon Tsourakis and David McGraw of Digital Mastermind to talk about the challenges of measuring marketing on The Climb podcast. The episode's title is Measuring Success with Guy Powell Our discussion highlights include (start minute in recording): The goal of my upcoming book...
A common conflict our clients' experience is choosing where to prioritize marketing investment when choosing between brand and performance marketing. An article from LinkedIn recently highlighted this conflict-- should marketers focus on brand or performance marketing? How does a marketer choose between long-term and short-term metrics? Which...
According to research from the consulting firm, Spencer Stuart, the median CMO tenure fell to an all-time low in 2020 -- just over 25 months! If Chief Marketing Officers only have two years to prove their worth, how do they secure the company's success? Changing the marketing...
How can marketers ensure that their marketing analytics projects are successful? I believe there are four phases of a successful marketing analytics project: Define the scope of the business question Gather good data Choose the right analytics model Apply the insights to your marketing operations Watch the...