Cole Nussbaumer Knaflic has a useful book — Storytelling with Data. This contains lots of good advice on Creating Stories With Data Visualizations and generally improving data visualization. She tries to ensure the reader does not lazily follow the first thing a software (e.g., Excel) recommends. This is important, she gives many examples in the…
What Is CLV For? Knowing Helps Decisions About CLV
Customer Lifetime Value is an important metric and it has potential to be valuable in running a wide range of companies. One thing that is useful with any approach is to say what is it for? So what is CLV for? This seems like too simple a question to be valuable but often that isn’t…
Velocity Graphs, Multi-Channel Distribution and Managing Distribution
My first blog as a University of Georgia professor (written in summer 2020). The blog post features an excellent new book on multi-channel distribution. This by my professor when I was at Darden, Paul Farris, and Kusum Ailawadi, another star academic. (She is at Tuck). Thinking Through Your Multi-Channel Distirbution The authors tackle multi-channel distribution….
Bibliometric Citation Analysis and Understanding Brand Relationships
Bibliometric citation analysis is an interesting way to study a field. It is more objective than a traditional literature review type analysis. Through citations we can see what papers were especially influential in the field. There is a, not outrageous, assumption. Namely that more influential papers are cited more. It is particularly appropriate for fields…
Upselling, Cross-selling and Reliable Data
There are two themes to today’s post. One is the difference between upsell and cross-sell. The other theme considers citations supporting claims. Upsell And Cross-sell Alex Turnbull in a blog post defends the value of upselling. He differentiates between upselling and cross-selling. (Before choosing to lump them together for the rest of the blog). Defining…
Don’t Expect Marketing Metrics To Be Magical
Michael Schrage tells us that customer lifetime value is a problematic measure but to me his criticisms seemed to be unreasonable. I have one message for him: Don’t Expect Marketing Metrics to be Magical. Overegging His Critique Firstly, I think he may be overegging his critique for effect. We might all have sympathy with that….
How To Identify What Metrics Matter?
Having a lot of data is great but like pretty much everything in life that is a good thing it still brings its own problems. With a lot of data there are any number of metrics you can produce. Some even look pretty impressive in reports. Yet which ones are actually useful? How To Identify…
Marketing Metrics Must Add Up
Marketing metrics can get a bad reputation. This sometimes for good reason. A key, unsurprising, idea is that marketing metrics must add up. To Build Trust Marketing Metrics Must Add Up Kevin Lindsay discussed why this is: why do marketers (and people working with marketers) sometimes lack trust in the numbers they are being given?…
The Problem Of Goodwill And Marketing
Tony Tollington’s book on Brand Assets is fascinating. The book is not an especially easy read. Indeed, it gets into some pretty detailed philosophical debates around the nature of assets and accounting which can be tough. That said it is good to think about these things and Tollington definitely made me think. There is a…
Personalization In A World Of Artificial Intelligence
V. Kumar and his colleagues examine what Artificial Intelligence (AI) is doing to the world of marketing in their recent piece in the California Management Review. What is the future of artificial intelligence and personalization? Artificial Intelligence And Personalization Versus Customization Central to their analysis is the idea of personalization. They distinguish this from customization….
