Tag "marketing"

7 Myths of Data-Driven Marketing

As marketers become increasingly data-driven, more doesn’t automatically translate into better.   Since data delivers accuracy, efficiency, and engagement, it’s easy to believe that the more data we have, the better we can find prospects, learn what they need, and convert them to customers.  But using more data isn’t at the heart of being data... more

“Adaptive” Integrated Operations Planning

I ran into an article a few weeks ago proclaiming that IOPS is dead. Another one from HBR attests to the strengths and pitfalls of planning. Vendors from SAP, Oracle, 02Solutions, Anaplan would tell you it has not met its demise. Pundits having suffered through a bad implementation will tell you it is a career... more

Marketing in a Data-Driven World… From Mad Men to Mad Scientist

I have been in marketing for over two decades. As I meet people in social situations, on airplanes, and on the sidelines at children’s soccer games, and they ask what it is I do, I get responses that constantly amuse me and lead me to the conclusion that the general public has absolutely no idea... more