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Are You Selling a Product or an Experience?

Aug 7, 2016 | by Michael Mathias

In a recent Forrester Report titled “The Rise of the Empowered Customer,” analyst Anjali Lai used a phrase that has been sticking with me. She says that “today’s empowered customers no longer purchase products; they buy experiences.” (1) After pondering for a bit, I believe this to be very true and extremely impactful on the way companies need to engage and market.

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5 Things I Would Do As “Analyst to the CMO”

Jul 4, 2016 | by Scott Bailey

Most senior marketers that I come in contact with believe in the power of marketing analytics to help them make decisions. However, I often find that these same marketers have not set up the most efficient frameworks and tools to help them get the most out of their analytic efforts.

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Jumpstart Your Marketing Using Your Own Data

Sep 22, 2015 | by Marshall Gibbs

This is an amazing time to be a marketer. Data seems to rule the world and the promise of “big data” is everywhere. But, marketers need to balance their awe of big data with the practicality of achieving measurable business goals that don’t break the bank. Even in technologically-dominated times like these, it’s good to remember the old expression, a bird in the hand is worth two in the bush.

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Don’t Bet on Marketing Database ROI

Aug 17, 2015 | by Scott Bailey

Developing a marketing database can be a daunting task. The vision is a single source of data that is accessible to marketing for the analysis of customer interactions. The reality is that developing the asset can be time-consuming and expensive. Plus, once in place, there is no guarantee that the database will be used or can produce a meaningful ROI. In other words, it may be just too expensive given the unpredictability of the outcome. Don’t bet on that ROI.

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Grow Sales with Efficient Data-Driven Marketing

Aug 3, 2015 | by Ross Shelleman

There is no question we live in remarkable times for marketers. Tremendous technology advancements and access to volumes of data enable companies to communicate and connect with their prospects and customers in ways only imagined twenty years ago.

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