Consumer-centric

Thursday, 9 August 2012

How to Optimize Your Marketing Mix to Keep Pace with the Ever-Changing Consumer

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With rapidly changing consumer behavior across new devices and channels, marketers have been quick to adopt digital media as marketing tools, but measurement back to sales performance has not kept pace. 

Wednesday, 11 April 2012

Shift from Data-Intensive Planning to Smarter Marketing

As the author pointed out in the article If User-Level Data is Too Costly, Look into Alternatives, we live in a highly connected world where real-time access to news, data, and information has transformed the way both people and businesses make decisions. 

Thursday, 23 February 2012

Current State of Marketing Mix Modeling

Please note: this blog post is the first in a series of posts on the current state of marketing mix modeling.

The current tools for marketing mix models include a range of time series, traditional regression, and specialized regression models that attempt to explain the impact of the marketing mix on sales performance. They vary in breadth and granularity, but all of these models have one important flaw – they ignore the most important “P” in marketing: People.

Monday, 13 February 2012

Consumer-Centric Planning for Smarter Marketing

I recently saw an interesting article about how more marketing decisions are being made by computers.  The idea is that the decisions will be based on hard facts instead of hunches and emotional biases.  While I applaud the increase in rational thinking, and the use of hard facts instead of hunches, I dispute the assertion that human factors should be removed entirely.

Monday, 25 April 2011

Marketers Making the Shift from Cable to Online Video Sites

People “cutting the cord”, meaning someone completely dropping their pay TV service in favor of “over-the-top” broadband options, has become more common over the last several years. I for one cut the cord long ago, and I’m not alone. A new study by the Convergence Consulting Group found that 1 million households did so in 2010 alone. That may not seem like a lot considering the market contains over 100 million customers, but it is the start of a trend that should trouble cable companies, and excite advertisers that are eager to exploit new forms of digital media.