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John BallaAugust 10, 2013 0

Marketers can take a better approach to big data

In my quest to address the opportunity of big data for marketers, I've had a chance to collaborate recently with Tamara Dull, a colleague who's an expert in this field and who is also super-creative. Perfect for marketing, right? Well, she developed a concept she calls "The Big Data Archipelago,"

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Customer Intelligence

Wilson RajAugust 8, 2013 0

Boost digital marketing returns with marketing optimization

According to the recent 2013 Marketing Performance Management Survey by Forrester, ITSMA and VisionEdge, marketers still have a long way to go. To be relevant to the business, marketers need to measure and communicate the right metrics. Surprisingly, just 40 percent of marketers today think that measuring marketing’s contribution to

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Customer Intelligence

Dr. Charles RandallAugust 5, 2013 3

Why big data and small data both matter to marketers

I don’t want to have a relationship with a marketing department. I don’t want to be your friend. I don’t want to engage in conversation with you. I feel no loyalty towards you. When I say I like you I’m not entirely sincere. And yet I chose to share an enormous amount of my life with

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Customer Intelligence

John BallaAugust 2, 2013 5

My impersonal beverage customer experience in Europe

While traveling in Europe last month, I noticed that Coca-cola bottles were being sold with different peoples' names on them. I was intrigued enough to take a few pictures, and then I started looking for coke advertisements to see if I could pick up on a broader campaign. While it piqued my interest,

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Customer Intelligence

Scott BatchelorJuly 29, 2013 0

What marketers can learn from Sharknado

A friend of mine was telling me a story the other day. Since we live in a 140-character world, I'll summarize it: Basically, boy meets girl, boy goes to New Zealand to spend two weeks with girl, girl comes home and tells boy that she actually met someone else and

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Customer Intelligence

John BallaJuly 26, 2013 0

8 times you need marketing optimization

Marketing optimization has never been more critical because it's never been more important for marketers to know the decisions we make are the best ones. The need is driven by globalization, the accelerating pace of technological change, ever-scarcer resources, and so many other factors. In this environment, leading companies are increasingly

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Customer Intelligence

Will WaughJuly 22, 2013 0

Marketing analytics and why data visualization matters

Marketers – like most people – like to see their accomplishments in some sort of visual representation. We are a profession who lives in PowerPoint, prezi or some other sort of tool that makes what you are working on look really, really good – sometimes – better than it really

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Customer Intelligence

Scott BatchelorJuly 19, 2013 1

The illusion of healthy marketing

As a somewhat healthy and active guy, I pay attention to — and sometimes shake my head at — product packaging that boasts “40 percent less fat” or “all natural ingredients.” When you look at the fine print, it tells a more complete story. Yes, there might be a percentage

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