Content marketing isn’t what it’s cracked up to be. The real revolution in marketing–for products with any degree of consumer consideration–will be activity-based marketing.
BigDataDoofuses have multiplied like rabbits in the past few years (I think that many of them could be the offspring of a species of animals known as SocialMediaMorons). They roam the blogosphere and social media channels, dropping little BigDataPoops all over the place.
At a recent conference, no fewer than 5 speakers made it a point to tell the audience: “(Fill-in-a-number) of (fill-in-a-data-measurement-metric) are created every (fill-in-a-time-period).” Needless to say, there was no consistency. Two petabyes a day, five terabytes a week, the numbers were all over the map. Sadly, this is what it has come to: A made up statistic is used to justify a made up management concept.
There’s a helluva lot of marketing analytics malpractice going on out there. The reality of marketing analytics capabilities is nowhere near the hype and promise being put forth by the Big Data gurus.
There’s no question that marketing data has a shelf-life. But determining what that shelf-life is subjective, and I can’t imagine any marketing department relying on a model to figure it out. As more data sources become available and are used by marketers — and the need to act on that data on a more real-time basis grows — figuring out the shelf-life of marketing data will become a bigger issue for marketers.
It’s conventional wisdom by now that, with all the data we have to analyze, we have to find the “story.” Experts like Tufte have done wonders to improve our capabilities regarding data visualization and presentation — but that’s different from the understanding the story that the data is telling. A recent HBR blog post titled How…
I started working at Forrester Research in 1997. In retrospect, I think I got hired not because I demonstrated great potential to be an analyst, but because my boss and colleague needed a sucker to join the team and write a report that nobody else wanted to write. So I joined Forrester and wrote my…