The growth in popularity of marketing analytics has led to an explosion of new metrics that (supposedly) capture the effectiveness of marketing activities. But we don’t drive in our rearview mirrors, so why do marketers dwell over what’s already behind them?
When it comes to achieving business growth that is both authentic and sustainable, shift the goalposts from traditional revenue-centric metrics by redefining corporate success around a strategy of Customer Centricity and Customer Lifetime Value (CLV).
The right leadership mindset is both more important and more predictive than any org chart. Which mindset do your leaders possess--growth or fixed?
Lessons from the Road: What One Bad Driver Can Teach Us about Customer Lifetime Value (CLV) Marketing
Achieving success with a Customer Lifetime Value marketing strategy doesn’t happen just because you hired a data scientist or because you purchased a new customer analytics solution.
“Just because it’s cheaper doesn’t mean it’s better.” This is the tagline highlighted in one of Papa John’s latest commercials. The company is taking aim in a clever way at competitors such as Domino’s that offer pizzas for a few dollars less per pie, presumably by using lower quality ingredients. When it comes to pizza [...]
Most retailers I speak with complain about Amazon eating their lunch. Their typical response? To engage in lightweight “customer-focused” activities like "Hey, let's do a customer experience campaign!” Or “Let's rearrange the store!” It’s almost as if retailers refuse to go after the solution that would best solve their problems, not just the symptoms. The [...]
This post originally appeared on LinkedIn Pulse. The accusatory cry of “fake news!” has been echoing around the country, whether it’s the president railing against mainstream news networks or everyday people coming across sensational stories on their social feeds. In response, Google and Facebook have both recently announced efforts to eliminate fake stories and ads [...]
For the past few years the retail industry has seen store after store shuttered as shoppers increasingly prefer the convenience of making purchases from their phones and laptops to the in-store retail experience. This recent Capgemini report found that 32% of people surveyed would rather wash dishes than go shopping in a physical retail location, [...]
This post originally appeared on LinkedIn Pulse. As with any new year, there have been several articles posted about resolutions going into 2017. Most of the lists for marketers include a move towards more data-driven methods. However, like many resolutions, a lot of the prescriptions toward this end are vague and treated as afterthoughts, or [...]
In my latest for Advertising Age, I argue that a customer-centric marketing mindset is the only way forward. I even offer 3 tips on how to start: "The marker of success for any product launch seems obvious: "How much did we spend to promote this thing, and how many units did we sell?" Nike, which has [...]