Increasing market share through advanced segmentation

Mar 5, 2014 | No Comments

In the past, much focus has been given to motivating the middle segment of purchasers to buy more. A new article in Harvard Business Review (March 2014) – “Make Your Best Customers Even Better” by Eddie Yoon, Steve Carlotti, and Dennis Moore of the Cambridge Group reviews the emerging potential of analytics to focus on

A holistic view of Digital Marketing

Apr 27, 2013 | No Comments

We’re at an exciting point in the age of digital marketing, as the convergence of data brings together easy-to-read dashboards reflecting digital advertising (PPC), Search Engine Optimization (SEO) and Social Media Marketing (SMM). New measurement tools, coupled with existing website-based tracking software, marketing automation and Customer Relationship Management (CRM) software tools are providing marketers with amazing

Make your advertising allocation work harder for your company

Mar 13, 2013 | No Comments

The hype surrounding big data has been based not only on consumer insights, including   their complete profile and persona, but also around their purchasing behaviors. Understanding where advertising dollars are allocated, and where the corresponding influence and conversion are realized is all part of the “big data” story. I recently enjoyed Advertising Analytics 2.0 in

Contextualization, Data and Customer Loyalty

Feb 27, 2013 | No Comments

I recently came across a Forrester paper entitled “Contextualization” which I was able to download from This piece by Ron Rogowski, Stephen Powers and Anjali Yakkundi is a concise and eye-opening statement about the true power of marketing, analytics and context of buyer experience. If you’ve ever struggled to stay focused on the moving