Marketing Analytics Family Tree
To explain what marketing analytics is we’ve created a “family tree” that breaks the field down from high-level to more detailed. Download the high-resolution, printable version of the Marketing Analytics Family Tree.
It’s Time to Redefine Go-to-Market Strategy
/in Other Article /by Tim FureyEighteen years ago we wrote a bestselling book on Go-to-Market strategy. Almost everything in that book is now totally obsolete. The Channel Advantage (Butterworth-Heinemann, 1999) outlined how to build and manage multiple sales channels from field sales to inside sales to channel partners to e-commerce. It was — and unfortunately still is — used […]
Debunking 3 Myths About Sourcing Market Intelligence From Social or Public Data
/in Market Insights Article /by Lane DouglasInvariably as I discuss market intelligence with a prospect the question gets asked, “So where do you source your data from?” I always cringe when that topic is broached. Not because I have any reservations about the strength of using social monitoring or publicly available web analytic sources, but because I know the stigma that […]
How to Cross-Sell at Scale – Part 2
/in Cross-Selling Article /by Tim FureyBy now, everyone knows that cross-selling (including upselling/cross-selling a new product) is an unbelievable source of profitable revenue growth. Yet, there is a challenge. To be successful, a cross-sell sales play or marketing campaign must provide highly targeted, very tailored offers to each prospect. “Carpet bombing” (oversaturating) existing account buyers and prospects with company-specific messaging […]
3 Core Components of Successful Content Personalization
/in Content Marketing Article /by Melanie RussoWhat is content personalization? Put simply, content personalization is the process of delivering the right message to the right person at the right time. Unfortunately, a content personalization strategy can be challenging to define and even more challenging to implement successfully. According to a recent survey from Adobe, 77% of marketers report real-time personalization is […]
What About Small Data? Part 2
/in Marketing Analytics Consumer Subscription Article /by Andy HasselwanderGetting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to get breakthrough with a group of consumers Then, the curve […]
10 Step Checklist for Creating Actionable Segmentations and Personas
/in Marketing Analytics Consumer Subscription Article /by Andy HasselwanderFor all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two people who can agree on what segmentation really means and how they become actionable segmentations. That being said, sales […]
How to Build a Product-Centric Data Science Organization
/in Marketing Operations Article /by Andy HasselwanderRealistically, most data science is heads-down, unpredictable activity. Typically, a data scientist is given an objective, such as “tell me the part-worth of TV in my advertising mix”, or “come up with a classifier to put a lead into the correct segment,” and has to figure out how to solve the problem with a vast […]
6 Step Framework for Marketing Content Optimization
/in Content Marketing Article /by Andy HasselwanderIn today’s marketing landscape of channel proliferation, ultra-savvy buyers, and chronic shortages of time and attention, investing in really good content might be the highest ROI decision a CMO or CRO can make. Really good content performs in a non-linear way, but what is it that makes that “one piece” drive ten times more eyeballs […]
How to Cross-Sell at Scale – Part 1
/in Cross-Selling Article /by Tim FureyCross-selling is the fastest, most profitable path to incremental revenue growth, period. With existing accounts and existing buyers, companies already have contracts in place, relationships established, and the data needed to identify new revenue opportunities. Assuming a vendor only has a 30% share of the total addressable market (TAM) in an account, attaining just 5% […]
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