Category Archives: Data Driven

The Data Driven Marketing Organization

Organizational silos, disparate data sources, legacy planning processes, and constrained resources have all contributed to “the data-driven organization” being more of an aspirational state than a strategic imperative for making more informed marketing decisions. Sound familiar? Recently I presented a session … Continue reading

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Not All Data is

Not All Data is “Big Data”

Big data is all the rage today – and for good reason. Gleaning actionable insights from the disparate fire hoses of unstructured data presents an enormous opportunity — for businesses, technology enablers and consultants alike. However, not all data is big data. in … Continue reading

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Achieving Simplicity From Complexity

Achieving Simplicity From Complexity

"Simplicity is the ultimate sophistication."– Leonardo da Vinci We are all familiar with the old adage “less is more.” Yet there is only a half-truth in that statement. The consumer journey has become more complex. The strategies that drive how … Continue reading

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Enter The Digital Media Performance Score

Enter The Digital Media Performance Score

  Last week we addressed the rampant problem of misaligned measurement and the key questions we seek to answer from a branding campaign. The key takeaways are straightforward enough: 1)   Establish clear objectives; and 2)   Align a measurement approach according to … Continue reading

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The Gray Areas Of Digital Brand Measurement

The Gray Areas Of Digital Brand Measurement

As an industry, we have made several promises that we have yet to keep. The promise of accountability, while realized for direct response marketers, is still a conundrum for most brand marketers. In our somewhat-modern digital marketing age, we have … Continue reading

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Asking The Tough Questions

Asking The Tough Questions

Sometimes the holidays provide just enough breathing room to think about important issues that you may not ordinarily have the time to deal with during the normal course of the rat race. Here are a few of the tough questions … Continue reading

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CMO - The Chief Modeling Officer

CMO – The Chief Modeling Officer

In theory, I love it when digital budgets get cut. No, really, I’m not crazy. Of course, the budget cuts need to be data-driven decisions — supported by sophisticated media mix models that predict the impact and outcome of media … Continue reading

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