Untargeted (and Undirected) Advertising

Isn’t this a lovely map? I call it an Ad-Map, and I sometimes use them to get about a strange town. Businesses pay to be listed, tourists get an orientation. Tragically, at least for advertisers and tourists, maps such as this are of little use. Advertisers in each category are listed in seemingly random order. Numbers onContinue reading “Untargeted (and Undirected) Advertising”

Google Offer for Nobody

My weather app offered me this banner this morning: OK, Google, take me to the nearest hair salon. (Try it now) I’ve been looking for a new salon. “Nearest” has never been in my criteria. Under 10 miles would be a plus, but “nearest”, nope. Granted, there are certainly people who LOOK as though that was howContinue reading “Google Offer for Nobody”

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”

Data-driven Decisions? I’ll get back to you later.

Who wouldn’t love love love having data to support decision-making? Interviews with two dozen people, mostly marketing managers and executives, on the subject of data-driven decision making, reveal deep-seated ambivalence. There are valid reasons to reject the value of data for decisions. Data quality is a pain point for everyone, and quality may be so poor thatContinue reading “Data-driven Decisions? I’ll get back to you later.”

2 Surprises in Data Science Jobs

1. Surprise, the tools of data science, such as hadoop, python, and SAS, are far down on the popularity list of skills words. No surprise, the ideal candidate has experience, and uses computers and statistics. My take: hiring a data scientist is unfamiliar to most companies, so it feels risky. Managers are not confident ofContinue reading “2 Surprises in Data Science Jobs”

New Adobe Target Eases Optimization Tasks

Adobe wants you to optimize your site, continuously improving content and appearance to achieve your business goals. Optimization is good for you: Adobe Target is responsible for increasing revenue to all of its users by $100M. And it’s good for Adobe, because your success drives Adobe’s success. Adobe’s latest release of Target removes four substantialContinue reading “New Adobe Target Eases Optimization Tasks”

Locayta’s UI for Personalization

Tasks I want dinner, but first I need a recipe and groceries. And that means I need to find my car keys. If this was Apple software, the UI would be all about dinner and I’d be feeling it was all so stylish. If it were legacy IBM, the UI would be all about placesContinue reading “Locayta’s UI for Personalization”

Locayta’s Personalization Approach

Whether you choose bread with a few large holes, many small holes, or densely packed with no holes depends on how you plan to use it, as well as your habits and preferences. Your choice of personalization solution is a choice of the holes you’ll live with (or try to fill), as well as aContinue reading “Locayta’s Personalization Approach”

Four CSFs for B2B Personalization

This is the final of four blog posts detailing how Agilent answered those questions to achieve a successful, integrated, customer experience that supports marketing and pleases customers. Implementation plans only tell us how one team dealt with their specific context. But the lessons learned, and elements critical to success, can be applied to many projects.Continue reading “Four CSFs for B2B Personalization”

Agilent Personalization is Tactic, Not Strategy

This is the third of four blog posts detailing how Agilent answered those questions to achieve a successful, integrated, customer experience that supports marketing and pleases customers. Agilent does not have a personalization strategy. It has a customer engagement strategy, which employs the tactics of a personalized web page for customers and personalized communications. TheContinue reading “Agilent Personalization is Tactic, Not Strategy”