Have you ever loved, or despised, a company enough that it has assumed a sort of persona in your mind? For example, every time I approach a retail location of a certain giant wireless company that I will refrain from naming, I start to feel irritated. Before I even walk in the door, I am [...]
By Ashley Graves DraftFCB CMO Michael Fassnact said in his Ad Age editorial, “The Death of Consumer Segmentation,” earlier this month that the traditional way of segmenting customers is most likely dying, or at least becoming less useful. Segmentation is still important to the analysis of huge customer databases, but it is what to do [...]
According to Stephen Baker, the Numerati are taking over. These mathematicians and computer scientists are the focus of Baker’s book, The Numerati, which he discussed last week at Medill. Baker described how our observed behavioral patterns are being turned into quantifiable data by these innovators, and hinted at the vast implications this has for marketers. [...]
One of the key IMC tenets is data-driven formulation of strong consumer insights to produce effective marketing strategy. McKinsey’s John Copeland drove the point home at Medill last week, with his statement: “Understanding the why is important, because it’s the only way that you can get out in front of the consumer. Otherwise you would [...]
