Article and guides which refer to the process of analysis. Looking at data and making sense of it to help make better decisions.
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We explore the key steps in the segmentation research process. Learn how to use it to sharpen your marketing plan. Read this to learn how to make more customer-led decisions using segmentation research.
We explore 12 e-Commerce capability areas covering skills, processes and systems. Learn how these support the whole process from identifying opportunities to creating selling experiences. Read this to learn how to build your e-Commerce capability plan.
We explore how different approaches, roles, and styles affect marketing decision-making. Learn how to ease frustration and make smarter, faster decisions. Read this for ideas on how to master marketing decision-making.
We explore different ways to measure advertising impact. Learn the pros and cons of thinking short-term and long-term about advertising. Read this to learn more about advertising’s impact on sales and profits.
We explore why the “curious and pick things up as you go” approach of the magpie works in e-Commerce. Learn from the examples we share from our first-ever D2C project. Read this to learn more about e-Commerce.
We explore what makes media buying a weird area. Learn how it’s influenced by space and time. Plus, why media agencies often overcompensate. Read this for a wander through the weird world of media buying.
What do online shoppers want? We explore how key e-Commerce benefits like convenience, range and price meet shopper needs. Read this to learn about the most common benefits sought by online shoppers.
We explore the ins and outs of Customer Relationship Management. Read why CRM works better in some categories than others, plus its various IT challenges. Read this to learn how to use Customer Relationship Marketing to grow your business.
We share the challenges of the direct to consumer business model. Learn how D2C’s financial drivers can freak out accountants. We share lessons and examples from our first direct to consumer business model. Read this to learn how to navigate the financial challenges of D2C.
We look at the differences between traditional vs digital marketing. Learn the pros and cons of each, and how to bring them onto the same timeline. Read this to learn how combining traditional and digital gets you back to a better future.
We explore why calling yourself a strategist doesn’t make you strategic. Learn how we all have the same neurons that give us strategic brainpower. Read this to learn why you should beware the strategist.
We explore how having an online store benefits your business. Learn how it boosts connections, commercials and control of your online selling. Read this to learn how these online store benefits underpin your D2C business case.
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