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Tag Archives: marketing analytics
2 vital and connected KPI’s for SME’s
Share of wallet, share of attention Share of Wallet is, very simply, your share of an existing customers total purchases in a domain you service. You can fiddle at the edges in the way you define the domain, but it … Continue reading
Posted in Branding, Customers, Marketing, Small business
Tagged Advertising, Branding, communication, customer, Marketing, marketing analytics, performance assessment, Sales, SME
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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
Posted in Management, Marketing, Social Media
Tagged analytics, communication, Governance, great management, Marketing, marketing analytics, performance assessment, Sales, SME, Social Media
2 Comments
Marketing recidivism
The word recidivism is usually heard in the context of those convicted and punished, going on to re-offend. The objective is to reduce the rate, ideally to zero. Not in the context of marketing and sales, where the objective is … Continue reading
Posted in Customers, Marketing, Sales
Tagged communication, customer, Marketing, marketing analytics, performance assessment, Sales, SME, Social Media
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Intersection of sales, marketing and technology
18 years ago running an ingredient supplier to the food industry as a contractor, I sponsored a project of quantifying a range of ingredient specifications against a matrix of organoleptic, and cost outcomes given a range of processing parameters. … Continue reading
Posted in Customers, Innovation, Marketing, Sales
Tagged Change, competitive strategy, customer, Marketing, marketing analytics, Sales
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7 parameters of a C21 marketing scorecard
Developing metrics to measure the impact and ROI of marketing is becoming a game of choice around competent boardroom tables. Given the level of marketing engagement around many of those tables, it seems sensible for marketers to take the initiative. … Continue reading
“Design” is a verb
Design is often used as a noun, “I will do a design for you” is common. However, when you think about it, design is not just a thing, an end product, it is a process of moving from an idea, … Continue reading
Posted in Branding, Collaboration, Marketing, Strategy
Tagged Branding, Change, collaboration, competitive strategy, customer, great management, Innovation, Marketing, marketing analytics, Strategy
4 Comments
Digital body language
Prospecting, lead qualification and nurturing, prospect management and the transaction itself have all changed forever. The salesman with a bag has been relegated, at best, to the transaction end of the prospect to transaction continuum. In the process, we … Continue reading
Posted in Change, Customers, Marketing, Sales
Tagged category management, Change, change management, communication, competitive strategy, customer, Marketing, marketing analytics, Sales
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3 Marketing observations from the club-house
Last weekend the local tennis club of which I am a member had an open day. We marketed the day pretty heavily to the local community over the course of a couple of weeks, and got a great turnout. … Continue reading
Posted in Change, Marketing, Small business, Social Media
Tagged Change, communication, Marketing, marketing analytics, performance assessment, SME
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10 rules for small retailers to out-compete chains
Chain stores dominate our grocery shopping environment, they have developed all the advantages of scale, and use them to the advantage of their shareholders, by delivering returns, and to customers by delivering low prices. The model works, in Australia 75% … Continue reading
Compelling data on what next.
Mitch Joel may have flogged his Twist Image agency to WPP, but hopefully he keeps on writing his blog and alerting us to terrific stuff like this presentation Winners and Losers in the Digital age, by Scott Galloway. Read the … Continue reading
Risk and A/B testing
As a marketer, I am fairly left brain oriented, some may say flakey and opinionated, and I have done well with that for many years. Here is the paradox. You can now test just about everything if you try hard … Continue reading
Posted in Change, Innovation, Social Media
Tagged category management, communication, Entrepreneur, Governance, marketing analytics, supply chain
1 Comment
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
Posted in Branding, Category, Customers, Marketing, retail
Tagged analytics, Branding, category management, competitive strategy, Marketing, marketing analytics, retailer, Sales, Social Media
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7 steps to SME digital effectiveness.
A friend of mine has a very successful small business selling high value services to a small group of clients from diverse backgrounds. He does not want to be the next IPO, or employ hundreds, or even tens of people, … Continue reading
Posted in Communication, Marketing, Social Media
Tagged Advertising, Branding, Change, change management, communication, competitive strategy, customer, Marketing, marketing analytics, Sales, SME, Social Media
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Marketing data scale
Recently I have been talking to SME’s about their engagement with digital tools, and getting some pretty disturbing responses. Many when asked will say they are engaged, because their phone is connected to google maps so they can find their … Continue reading
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