2020 Election impact of fake news

Updating our analysis of the 2016 U.S. Presidential Election for 2020, just 2.5 weeks before the November 3 election, we see several similarities and differences. Let’s start with the differences: the traditional and the probabilistic polls were miles apart in 2016, with the former predicting a strong Democrat win, and the latter a likely Republican…

Marketing Metrics that Matter

What is important to our customers? is the key question organizations should keep asking themselves to stay relevant and to better allocate their resources. Traditionally, market researchers relied on interviews, focus groups and surveys to uncover the ABCs (attributes, benefits, and claims) of customer needs and wants, and their perception of brands on these ABCs.…

How to survive the next price war

Price wars are in the air again, as companies aim to survive or gain the upper hand in these tough times, when customers are ready to change existing habits. When United Airlines announced it would cut change fees ‘forever’, Delta and American Airlines followed suit the next day. It reminded me of how competitors dropped…

5 steps to select dashboard metrics

Properly created dashboards provide the mechanism to drive effective management and resource allocation decisions (Y. Wind) Managers often track metrics they believe can potentially predict performance outcomes and help them improve decisions. However, it is unclear how to best select such predictive metrics out of a wide range of candidate metrics. At a snack food…

Is Trump a good marketer?

This week’s tweet by Ezra Klein that ‘Trump’s taxes show that he’s a great marketer who’s disastrous when left to run anything’ got immediate pushback from marketing professionals, including ‘Not fair to marketers! Marketing is not just about selling, also about taking care of your customers. He’s a great con man, not a marketer.’ It…

How to drive B2B engagement

Business-to-Business companies seek to establish though leadership and engage in customer conversations about their industries. Many have turned to LinkedIn, a popular professional networking and discussion forum with over 575 million users, half of them active in a given month. As in any social media setting though, a key challenge is stimulating group engagement. Much…

Big data blinds: from 4Vs to 4Cs

“There’s no shortage of widely held myths around Big Data. Perhaps the most dangerous is that Big Data knows all and that it obviates the need for human judgment.” – Phil Simon (2016)   WHAT are Big Data blind spots and why are they so dangerous? Marketing managers can easily be blinded by the promising 4…

How to Manage your Social Media

Social media is not just the preferred method of connecting with friends and family for Generation Z. Companies also pay good money to get the word out, even to their fans, so need the metrics to track whether their investment is worthwhile in their media mix. Social media platforms can be categorized into six groups:…

Face the Music and Maximize long-term Marketing impact for online customer segments

Music is a key industry disrupted by E-commerce, which changes consumer behavior as we showed last week. Digital revenue grew from a meager 1.5% in 2004 to the vast majority of music’s overall dollars, which stopped their decade-long decline in 2014 and has been increasing for the last 5 years (https://www.statista.com/statistics/272305/global-revenue-of-the-music-industry/) With this shift to…