Digital Marketing Strategies and Tactics for Leaders and Learners
How personal should you make the customer experiences you deliver? How personal can you make customer experiences? In a previous post we described how a guy who doesn’t ski reacts to images on an ecommerce site of a woman skiing. He believes he’d respond more if shown something he can relate to. If we somehowContinue reading “Practically Personal”
[with co-author Patricia Seybold, CEO Patricia Seybold Group] Leaders in digital transformation foster a culture of experimentation, customer experience management supported by mature optimization programs, and measurements relevant to their goals. They demonstrate how an integrated platform, skilled people, and mature optimization capabilities are the keys to success. One such leader is Dean Dacko, SVPContinue reading “Digital Transformation: Turnaround at Malaysia Airlines”
Leaders communicate the path; followers must interpret. Leaders in digital transformation foster a culture of experimentation, customer experience management supported by mature optimization programs, and measurements relevant to their goals. They demonstrate how an integrated platform, skilled people, and mature optimization capabilities are the keys to success. One such leader is Murray Howe, Executive ManagerContinue reading “Digital Transformation Leader: Suncorp Group”
ETL in the days before data was invented. Keys Ranch, Joshua Tree National Park, CA “What should our Big Data strategy be?” seems about as useful a question as “What should our Telephone strategy be?” Let me suggest that your big data strategy should be to ask, “Where can better information significantly impact achievement of our strategy?” ThenContinue reading “The Only Big Data Strategy You’ll Ever Need”
The Kawarau Bridge Bungy, pictured here, is the earlist commercial bungy operation. Queenstown, New Zealand Applying data science to business, and bungee jumping, have too much in common. There is the committment from the top — in bungee, that’s your brain — that you’re going to make the jump. WIthout this committment, you are going nowhere,Continue reading “Big Data Bungee Jumping”
Predictions are guesses about the past, present, or future. Prediction is not reporting: reporting is an organized recap of what is known. Why predict the past? Predicting the past is the starting point for predicting the future. Wait, don’t we know what the past is/was? Not usually. For example, economic events are so hard to identify and measureContinue reading “Predicting the Past”
Statisticians joke (yes, they do!) that half the job is wrestling the data into shape, half is performing useful analyses, and half is explaining the findings. The data wrestling too often expands to consume all my time, leaving me too ennervated to find any findings. Big Data is what got everyone so excited about data science. But BiggerContinue reading “Data Science and Not-So-Big Data”
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”
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”
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”
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