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Before conducting quantitative research in a new product category, researchers should first use qualitative research to develop a firm understanding of the landscape they’re preparing to assess. This early knowledge base will be helpful when determining consumer motives, segments and targets. Today we’re discussing our best tips for using qualitative research to inform branding strategy. […]
Although data is usually discussed on an aggregate level, it’s the minute, numerical details that provide the base from which large conclusions can be drawn. Each data set can have thousands of variables, and with so many to choose from, how can you determine which will be most effective in improving your brand? In today’s […]
In the past, marketers used to build brands using intuition and qualitative research. But things have changed. Today, the most effective companies, campaigns and communications are made better through the assessment of quantitative data. By analyzing large amounts of data collected over time, organizations can craft brands that truly build their reputation and drive their […]
There is no ignoring the monumental weight that data carries in the modern marketing landscape. It has contributed to the unprecedented success of marketing innovators like Google and Facebook, and enabled smaller businesses to utilize smaller budgets and analytical savvy to thrive in an increasingly competitive economy. Today, we’re answering a couple of questions we […]
For most companies, the marketing optimization process never ends. Smart marketers continuously use past insights to modify strategies, redesign metrics, and analyze new information. Without accurate measurement, however, it’s impossible to use data to improve upon past efforts. Identifying the most valuable metrics is therefore both a pivotal and elusive component of the marketing process. […]
When you use data analytics wisely, you open up a new level of targeting and personalization in your marketing. Now think about what happens when you factor in the element of time, so that you can watch analytics populate, change and skew as new points are added to your data set. Powerful, right? That’s what […]
“Big Data” is often hailed as the new competitive advantage in marketing, but what happens when marketing data simply becomes too big to analyze in any meaningful manner? Professor Patrick Wolfe, executive director of the University College of London’s Big Data Institute, claims that the rate at which data is being accumulated “is rapidly outpacing […]
Unfortunately, data mistakes don’t stop at the collection stage. It’s all too common to see marketers misunderstand perfectly clean data by employing sloppy analysis practices. If you’re worried whether your data analysis is lacking, here are a few common culprits that may be leading you down the wrong path—and how to correct course. Analyzing with […]
In the rush to collect data and modify marketing campaigns, marketers can lose sight of what quality collection really looks like. To draw useful insights from your data, you need to collect clean, useful information, not just vacuum up every imaginable data point and try to glean meaning from them. But how do you ensure […]
When marketers talk about “data,” it turns out they mean a lot of different things. And that can cause some confusion. You’ve heard of “big data” — data in high volumes, arriving at high velocity, and presenting varied and evolving information — but it can become a buzzword, tossed around with little real impact on […]
