joshua reynolds

  • Marketing budget increases: Tips for wielding a double-edged sword for 2017

    January 2017 is a pivotal moment in time for the marketing discipline. According to a recent Gartner study, 2017 marks the third consecutive year of increased budgets for CMOs for the majority of those surveyed, with digital advertising, marketing technology and analytics among the areas most likely to see an increase in spending.

    Marketing Land- 18 readers -
  • The death of prediction

    Prediction has always been a tricky business. Weather forecasts, airline schedules and stock tips are often the butts of jokes for the very simple reason that predicting the future is not only difficult, but most valued when the future is hardest to see. Reliable, trustworthy predictions depend on having the right data inputs.

    Marketing Land- 12 readers -
  • Customer journeys, blind spots & burgers: Lessons from fast-food marketing

    For marketers, customer journey analysis often results in accidental narcissism. Analytics are supposed to illuminate our blind spots, not reinforce our assumptions. The most useful customer journey to understand is the one that leads a consumer to your competitors’ cash register. And one of the best examples of this dynamic is the quick-serve restaurant (QSR) industry.

    Marketing Land- 15 readers -
  • Blinded by data: 5 ways to deal with data overload

    For marketers, the mandate to drive revenue has led to an explosion of analytics solutions. There’s a dashboard for virtually every marketing metric you can think of — buzz, sentiment, NPS (Net Promoter Score), brand engagement and several other voice-of-customer visualizations. But the barrage of bar charts blinking in the faces of marketers is blinding them to the data tha ...

    Marketing Land- 12 readers -
  • Enough analysis, already! 8 tips for avoiding data fatigue

    “Not everything that counts can be counted, and not everything that can be counted counts.” — William Bruce Cameron, sociologist It may be heresy coming from a marketing analytics company like Quantifind (my employer), but today’s marketer simply has too much analysis. We’ve finally passed that tipping point where the human capacity to absorb and act on data has become over-s ...

    Marketing Land- 9 readers -
  • Data-driven storytelling: the intersection of numbers and narrative

    Storytelling is a fundamentally important marketing discipline. Unfortunately, it is also one of the most overused buzzwords in our industry. Pundits use “storytelling” to refer to everything from anecdotes and case studies to persona-based marketing. To find a storytelling model that actually refers to the science of creating stories, marketers should consider a model base ...

    Marketing Landin Content- 13 readers -
  • What “human-in-the-loop computing” means for marketers

    Even in uncertain economic times, marketing technologies continue to flourish. Overworked marketers facing a shortage of hours in the day are discovering enormous efficiency gains with a variety of automated solutions. Marketing analytics is growing faster than any other segment in this category, promising everything from perfecting the customer journey to proving — to even ...

    Marketing Land- 13 readers -
  • Correlation Or Coincidence: The Race For Causation In 2016

    For marketers, 2015 was the year we figured out that buzz and sentiment were as likely to lead us astray as to offer insights that move the needle. That means the race is on in 2016 for marketing analytics professionals — both in-house and vendors — to figure out how to find data that intelligently correlate to revenues (or at least, to KPIs that are smart approximations of ...

    Marketing Land- 13 readers -
  • Human Intuition Vs. Marketing Data: Forging A New Alliance

    As marketing analytics continue to evolve at a breakneck pace, an interesting race is beginning to take shape: human intuition vs. machine-based intelligence. Earlier this month, MIT researchers announced they’ve developed an algorithm that can trump human intuition. The “data vs. intuition” debate also popped up in multiple sessions at last month’s Advertising Week in New Y ...

    Marketing Land- 12 readers -