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The Analytics Wonderland

Let’s start with a stat which should warm the cockles of any weary data marketer’s heart. According to a recent survey, some 96% of senior marketers consider improving their data analytics to be a significant challenge – it is. The same survey found that four-fifths of them consider making significant inroads into improving their data analytics capabilities to be a big priority for the next two years, to stop their businesses...

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The analytics wonderland

Let’s start with a stat which should warm the cockles of any weary data marketer’s heart. According to a recent survey, some 96% of senior marketers consider improving their data analytics to be a significant challenge – it is. The same survey found that four-fifths of them consider making significant inroads into improving their data analytics capabilities to be a big priority for the next two years, to stop their businesses...

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Give Thanks Through A Digital Detox

Despite being a “Brit,” I too am reminded at this time of the year to be thankful for so much. However, I do bemoan the absence of one particular experience that so far has eluded me. You see, my bucket list includes experiencing a traditional Thanksgiving with an American family. And since I’ve worked for an American company for 20 years, you’d have thought I’d have nailed this one by now. But, alas, no. The allure probably...

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What’s not to like? Lazy marketing.

In 1979, Gary Numan’s Tubeway Army asked ‘Are Friends Electric?’ and today I can answer their question, ‘No, no they’re not, but they are annoying at times.’ We all know the phrase ‘You can choose your friends but you can’t choose your family.’ That’s true, of course, but my advice to  younger readers, or those looking to swap out a few friends that may be annoying for reasons you don’t fully understand, is to...

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Clouds, Lakes, Gardens and Data (and customers)

Well of course, customers should come first – but that would have been a rather bland title, wouldn’t it? Still, I believe they do come first, and happily increasingly so, as I explained in my last blog. However, in that same blog whilst I did recognise that the ‘how’ of serving customer needs is still important, it just mustn’t overtake the ‘what’ in terms of focusing on the outcome first. So, building on an acceptance...

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The Marketing Database and Me

In a recent conversation with Simon Chatfield, head of Ecommerce and CRM at Heathrow Airport and one of our most valued clients I was stunned that the words ‘marketing database’ were never uttered once by either of us. Which is odd, considering we talked for two hours and the fact that a marketing database is central to the Heathrow solution and story. The reality is, what matters to Heathrow and to their customers is not how...

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Prospect Marketing – One of the Dark Arts?

Some things really infuriate me. And, from a business point of view there are few things that infuriate me more than seminars where, it seems the world is full of perfectly logged in customers, where we marketers know exactly who we’re dealing with and when all we need to do is to just use that data wisely, with some badass new tech and customers will be happy, stay loyal and parting with their hard-earned cash to keep the rest of us...

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A Festival of Integrated Marketing: Amateurs and Pros In Sync

Every year for the past 5 years I have attended a medium-sized festival in Keswick, a small-sized town in the Lake District, where England keeps its big-sized mountains and lakes (though admittedly modest-sized by international standards). In this beautiful setting there is great music, fancy-dress fun and a huge range of craft beer. It has a lovely atmosphere and the sun always seems to shine, which is highly irregular for anyone who...

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Scaling Marketing’s Big Rocks: The Last 3 Come Tumbling Down

Last weekend I had the great pleasure of introducing my two boys to a duo almost as fantastic as they are, Gene Wilder and Richard Pryor. The joy I got from watching them roll about laughing to the underrated comedy that is See no evil. Hear no evil made my weekend. There’ve been many great Hollywood duos over the years as well as sporting duos and less famous ones in business, but in this story, the fact that one is blind and needs...

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Scaling Marketing’s Big Rocks: Big Data, Big Deal

The X Factor is a global phenomenon driving fundamental shifts in entertainment and the music industry. Some love it, some loathe it. That’s a big argument right there but something I loathe is the fact we seem to have lost the generic term ‘X-factor’ to it. There are many occasions when I’d like to use that phrase and I hesitate and, now, just when I’m used to the term Big Data, it seems this too as a term is under...

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Scaling Marketing’s Big Rocks

Isn’t marketing complex these days! Media has fragmented, data has gotten big and the marketing technology sophisticated and clever. However, across all this change, there seem to be some ‘big rocks,’ themes as persistent and hard as rocks themselves, that marketers continually wrestle with and often mark the difference between success and failure. Let’s take a look at some of these big rocks, the ones that won’t go away and...

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Marketing in the Moment and Beyond

Some say all that matters is someone is out there, online, searching for Nike sneakers; so, grab that person and service their need. They say that’s what brands need, whether manufacturers like Nike or retailers, to see the opportunity, grab that cookie and sell to that cookie and do it now, before the competition! They claim, it doesn’t matter whether the person is male, female, young, old, rich or poor, buying for themselves or...