It certainly isn’t business as usual for marketers navigating COVID-19, and it can’t be business as usual for marketing analytics teams either. Here are three changes that analytics teams need to focus on. How will marketing analytics have to be reassessed for COVID-19?
90 percent of sales of the large research houses fail to check off two or more items on this checklist. That is why they have little organic growth. Where do you see market research falling short in providing insights into digital behaviors?
With the shift toward people-based and away from channel-based marketing in the digital age, research and analytics teams need to plan around four underlying trends. How does being able to target consumers at different parts of the shopper journey change the game for marketing research and analytics teams?
What are the ingredients of success for an important advertising platform? Reach? Of course. Unified IDs across devices? in a programmatic age, yes. Proven impact? Definitely. Do you see retailers rivaling major ad networks like Facebook and Google to transform digital marketing?
Marketing research has an identity crisis. So now we have the Insights Association and a speaker at the annual MRS conference in the UK saying we should no longer use the label “market research.” Is the word “research” dead in favor of “insights”?
Despite the promise or more efficient and effective media spending and hyper-relevant communications, marketing departments still fail to receive strong support from the marketing teams and C-suite execs they serve. What adjustments need to be made to gain their support and adapt to our new digital age?
With people increasingly living their lives online, an enormous amount of information about them is already “out there,” replacing much of the traditional need for surveys, according to Larry Friedman, the recently-retired chief research officer for TNS in North America. Do you see digital/social data complementing, replacing or going beyond surveys?
Gartner defines data driven marketing as “acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations.” However, the marketer and marketing researcher should ask: “But what should I actually do differently to be data driven?” How well equipped are CPG marketers today to use data driven marketing approaches?
In his best-seller, “Thinking, Fast and Slow,” Daniel Kahneman tells us that humans have two decision making systems, the fast system, and the slow system. Marketing used to be a slow decision business. What are the challenges of moving beyond slowly-derived insights to prediction through digital data?
Bad survey results are toxic. “Fixing” a survey starts with good survey design principles, but it doesn’t end there. In the digital age, we need to “think beyond the survey” and integrate behavioral information. What do you see as the most common causes of inaccuracies in surveys?
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