Tag Archives: analytics

The 3 things that REALLY matter in social media?

  There are lots of so called “measures” that get touted as  being able to deliver useful insights into the effectiveness and productivity of investments made in Social Media. Many tell you nothing of value, and are often misleading, but … Continue reading

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Reading the consumers mind.

Businesses spend many millions trying to understand the way consumers consider the choices confronting them in a supermarket. With up to 30,000 items on shelf, and some categories having hundreds of choices, it is a key consideration. A mix of … Continue reading

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The year of analytics

In Australia today, January 26, it is “Australia Day”, the day we Aussies, or most of us, think the place was started, conveniently ignoring the thousands of years of habitation before Captain Philip turned up with a bunch of convicts … Continue reading

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8 Sales prospect categories

Automation of the marketing and sales “funnel” has many productivity advantages, so long as the implementation of the software works, which is always harder than the smiling assurances of the automation salespeople would indicate. However, there is one benefit that … Continue reading

Posted in Customers, Marketing, Sales, Small business | Tagged , , , , , | 2 Comments

Algorithms are the new gatekeepers

  There have always been gatekeepers, those people who make the decisions about what you see, what you have the opportunity to buy, and weather or not you can participate. The supermarket buyer determines what goes on the shelves, a … Continue reading

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Modern marketing Trinity and the glue

  Sick of the avalanche of unsolicited email coming in to your inbox? Most of us are, and my kids have reacted by virtually turning email off, and using social media to communicate with those in their circles. The volumes … Continue reading

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Marketing debt.

  I have just been a part of a post investment review with a client, looking at what a significant investment in capital equipment has delivered, compared to the planned outcomes, that underpinned the Capex. Not a pretty sight, and … Continue reading

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Anatomy of a demand chain.

  This is a far longer post than normal, motivated by some very sensible feedback from the previous post. Bear with me. The “tools” that add value to management of any supply chain, playing a role in the transformation into … Continue reading

Posted in Collaboration, Demand chains, Marketing, retail, Strategy | Tagged , , , , , , , , , , , , | 4 Comments

The 1,000th StrategyAudit post.

  The first post on this “StrategyAudit” blog was on March 30, 2009, and I wondered at the time if there would be a second. Where were the ideas going to come from? Would I have the discipline to just … Continue reading

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Marketing is measurement, is marketing.

  Most of the best marketers I have worked with had a common strand of DNA. They were professionally trained, and came to marketing via their science, engineering, or maths training, for a variety of reasons. Took me a long … Continue reading

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Digital policy “Snafu”

  Governments and their regulation centric thought processes always lag the digital developments that are accelerating in our world. Typically, they are regulating to close the barn door well after the horse is across the paddock, and failing to consult … Continue reading

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5 rules for FMCG category marketing

I am old enough to remember doing warehouse withdrawals by hand. Heavens. Then we had early data managers automate the process, an evolution that pottered on for 25 years, through  to category management based on scan data, some of which … Continue reading

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Is content the chicken to SEO’s egg?

  Creating content, the stuff that engages people, preferably customers, potential customers, and influencers of these two groups people (otherwise why are you doing it?) is a real challenge, but one that successful use of social media demands is addressed. … Continue reading

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Maths +Assumptions = Algorithm

I have been intrigued by the differances in material delivered to my inbox, when compared to a colleagues inbox, using the same search terms.   Our lives are run by algorithms, every time we log on, our history, and assumptions based … Continue reading

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Data and emotion

Are these two separate ideas, or just opposite ends of the same stick? In a world increasingly driven by data, and as someone who has been known to rant about the necessity of measuring marketing efforts in order to build … Continue reading

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Marketing Pareto

Italian mathematician Vilfredo Pareto’s observations that resulted in what is now commonly known as the “80/20” rule,  are well understood.  As a young marketer, Lord leverhulme’s wry observation that he knew half his advertising was wasted, he just wish he knew … Continue reading

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The data or the story

I recently sat through what should have been a very interesting presentation. The proposition fascinating, the data extensive,  the qualifications of the presenter exemplarity. It is a pity, but a few minutes after it was over, none of the data … Continue reading

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Neuromarketing

Marketers are becoming increasingly sophisticated in the ways they leverage understanding of how the brain works to build competitive advantage. 20 years ago most marketing positioning, segmentation and communication was based around demographic factors, but we have been increasingly understanding … Continue reading

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Social media wombats

Like most bloggers, I watch how many people visit this site, how many pages they access, how long they stay, and how many “likes” the posts get, and it feels good when the numbers go up. However, these superficial measures … Continue reading

Posted in Branding, Small business, Social Media | Tagged , , , , | 6 Comments

You can’t test everything

Web based A/B testing goes a long way towards eliminating dumb mistakes, making the best choice, creating a discipline around innovative activity, and encouraging change, and has been made far easier in a whole range of areas by the data … Continue reading

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