Market research has a problem. It can’t, by itself, acquire, engage or retain a customer. That sounds obvious but it’s a real problem because without the ability to build business, research loses influence and utility within a company’s structure. In fact, it’s often one of the first cuts that is made to marcom budgets. The […]
Algorithms, the core formula behind Big Data, are not objective facts. They are opinions embedded in math, In the words of US data scientist Cathy O’Neil, author of Weapons of Math Destruction (2016). Watch this brief entertaining video to better understand how algorithms work as well as the potential mistakes we make in relying too […]
(I wrote this with the upcoming VinExpoNY in mind but since it applies to so many industries, I decided to post it here.) With VinExpoNY fast approaching, I’ve been thinking about the challenges in front of thousands of foreign wine producers who are trying to develop and cultivate a market in the U.S. While the challenges […]
Brand marketers who rely on Facebook publishing as part of their digital marketing programs are about to see some big changes that will dramatically affect their readership. There’s been a lot of media coverage of the impending changes in the Facebook algorithm but Inc. magazine does a good job of distilling it all down to […]
Probably not. You may know how many people have clicked but do you know who they are, what they want and where to find them? Unlikely. When they click, you may have them go to a landing page where they sign up for more information but do you know specifically what they’re interested in and […]
Tempesta Media, a content creation and micro-influencer marketing technology platform, has announced its partnership with Oomiji, a world-class customer relationship management solution. Tempesta Media and Oomiji, a company that makes 1:1 marketing a reality, have come together to solve the challenge of personalized marketing. “Content marketing works best when highly relevant content is targeted to the […]
As the chart from below shows, collecting leads is expensive. Depending on the channel and industry, they can be as much as $71 for each. If you’re blitzing them with ongoing emails of a general nature, you’re spending a lot of money. Across all industries, email open-rates run between 17% – 22% and click rates are from […]
Frustrations are essentially unmet needs. Understand customer frustrations and you have the requirements for successful innovation. Otherwise, you’re operating in the dark. The challenge is how to ask and understand customer frustrations and get the information that will really help. Most approaches to understanding real customer frustrations fail. The failure rate for corporations, both big and small, […]
So, you’ve decided to begin a new market research project. You’ve got your email database that you’ll send the questions to and you’ve opened up your market research provider’s survey builder to create the survey. You may have done it dozens of times before; that is, begun a research project knowing that what you’ll get back is […]
With the London Wine Fair arriving in a few weeks, companies that aren’t already re-evaluating their UK sales and marketing strategy will hear plenty at the exposition. As David Williams recently wrote in the Guardian (Wine and the Brexit Effect), “nobody has any idea what’s going to happen next.” So, with that bit of wisdom, you can […]
