Data Scientist: Your New PartNerd

Inescapable: data science delivers the insights you need in order to be effective with digital marketing. Short-term avoidable: hiring a data scientist. Embraceable: Your new data scientist.Creative people and data science people should work together all day, every day, until they can understand each other, with a shared vision and shared vocabulary. Your data scientist must beContinue reading “Data Scientist: Your New PartNerd”

The Tragedy of Targeted Marketing and Personalization

OK, not really a tragedy. But a source of tremendous pain for many: targeted marketing, and personalization, are the antithesis of one size fits all. And this means you need an assortment for every bit of content that personalizes your customer experience. Not one walnut, but 7 or 8 or dozens. Having lots of contentContinue reading “The Tragedy of Targeted Marketing and Personalization”

The 6 Obstacles to Using Data Science

It would be great if we all had data to drive our decisions and processes — and used it. But the obstacles are so daunting that most of us can’t. Here are the top 6: Leadership from the top is mostly lacking. Data quality issues are omnipresent. Data science in marketing is not established (itContinue reading “The 6 Obstacles to Using Data Science”

Data Science’s Top Attraction: Lead Gen

Data science, a nascent skill for most organizations, has so much to offer. But for a marketing person, the big excitement is what it can do for lead generation. And, oh, BTW, customer experience. Because a better customer experience can really boost your lead gen results… Interviews with two dozen people, mostly marketing managers and executives, on theContinue reading “Data Science’s Top Attraction: Lead Gen”