Moving from Ad-hoc Activity to Engagement Programs

A few years ago marketing seemed comparatively easy. There were fewer channels, less accountability and decent sized teams. Marketing seemed as though it was the ideal job. However, marketers are under pressure like never…

4 steps to success: implementing a campaign and analysis system

I was asked at a sales pitch the other day to list out the most important factors a client needs to consider when implementing an Analysis and Campaigning system. I thought this was a…

Customer Centricity – a holistic view of the customer

In an increasingly competitive marketplace, with limited resources and more demanding customers, thought leaders in organizations strive to increase profitability and reduce churn by becoming more customer-centric. But amazingly, very few companies, even those with…

Time to revisit how media is planned

It has been fascinating to watch how the area of Media Planning has developed over the past few years, as the sheer variety of media available to buy has increased. What used to be…

Technology does not drive customer insight, part 2

This post is second in a two-part series. Below, Graham discusses steps an organization can take in developing its data-driven marketing strategy. Raising confidence in the marketing department: In a recent engagement, it was demonstrated to…

Are we making the most of all our channel data?

I can remember the first time that I ever got involved in creating a single customer view database. It was in the late 1980s. At that time I was working for a financial company…

Technology does not drive customer insight, part 1

This post is first in a two-part series. Most companies, when developing a data driven marketing strategy, start with technology. The adopted technologies drive the acquisition of data, and it is from this acquired data…

Does your organization engage with customers or broadcast?

There are a lot of great point solutions out there to address specific functionality needs such as Web Analytics, Web Content Management, Campaign Management, Email Marketing, Social Media Monitoring and Analytics.  Many organizations have…

Organizational Readiness w/Michael Harrison

Podcast Series Transforming the Marketing Organization Hosted by Marcus Tewksbury Episode 1 – Organizational Readiness featuring Michael Harrison, Chief Strategy Officer, RAZOR Within last couple of years the pains of the marketing organization have been oft cited and loudly lamented.  And…

Despite rumours to the contrary, direct mail is not dead!

The marketing acumen of yesterday…today! Product marketers today should not be congratulating themselves on how much smarter they are than the Don Drapers of some mythic marketing past. Instead, we should take a humbler view…