Measurement

Last week, we established the mathematical framework for our 2×2 behavioral data matrix. We demonstrated how a median split creates an objective, mathematically balanced center that partitions a customer dataset into four clean zones, eliminating corporate bias and reducing cognitive overload. But a visual matrix is only a hollow shell without a deep diagnostic understanding […]

Last week, in Part 1 of this segmentation series, we established that traditional market segmentation relies too heavily on static demographic and firmographic data. This reliance creates rigid strategies that leave businesses out of touch with true (and constantly shifting) consumer preferences. We concluded by advocating for a flexible 2×2 matrix built on active behavioral […]

It is time we talked about your approach to segmentation. As you doubtless know, segmentation is the foundational tool for dividing a complex market into manageable, actionable groups. It is intended to serve as a strategic roadmap for defining customer value and allocating corporate resources. Most organizations treat segmentation as a purely descriptive, static exercise, […]

Earlier this week, I shared a quick post on LinkedIn about a new book by my friend Nicolas Darveau-Garneau called Be a Sequoia, Not a Bonsai. The post picked up a lot of attention, but social media only lets you scratch the surface of deep business strategies. I wanted to use this newsletter to go much […]

In today’s digital world, brands that are solely focused on standing out are already falling behind. The days of success being measured by who has the loudest message are over. The real winners are those brands that seamlessly integrate themselves into consumers’ lives, providing value and relevance. This shift revolves around the Consumer Decision Journey […]

Today, we are looking at an extremely important source of primary data for the analyst: Surveys. The rise of virtual platforms like Qualtrics, Alchemer, SurveyMonkey, and others has made online surveys a widely used tool in market research. These technologies offer more efficient and accurate data collection methods compared to traditional approaches, allowing researchers to […]

Explore the journey to maximizing ROI in digital marketing through the lens of a presentation to the American Marketing Association in Nashville. Discover the importance of focusing on customer relationships, adopting a blend of art and science, and embracing a growth mindset for sustainable ROI expansion.

I bought an audiobook about AI marketing this week. It was clearly written by an AI. And it made painfully clear the need for all of us to adopt a personal AI Code of Ethics so that we apply AI in a way that complements human intelligence, not replaces it.

Dive into an accessible exploration of the technology’s core principles, unveiling the power and potential of AI while navigating its ethical landscape.

Explore the revolutionary role of AI in reshaping marketing automation, enhancing efficiency, and personalizing customer experiences. Discover how AI-driven tools like predictive analytics, chatbots, and data management are transforming marketing strategies, making them more customer-centric.