Slow progress is not good enough
Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.
Category: Data
Marketing’s compelling new metric: Share of Search (SOS)
Share of Search is marketing’s decisive new metric. Its fans say it should replace Share of Voice, which has long been a primary tool for setting budgets and predicting growth. However, digital media now makes it impossible to produce a credible Share-of-Voice calculation. Share of Search could be the superior tool.
Disconnect and run
Disconnect and run: Netflix’s Social Dilemma. Conscientious defectors explain that addiction and privacy breaches are features not bugs in this…
Missing in action: dynamic and transparent dashboards?
Where are our governments’ COVID-19 dashboards? As most professionals know, dashboards are visualization tools used to communicate actionable information. Governments…
“Sales & CRM, tell me about your relationship”
Poor Sales adoption handicaps many CRM initiatives. Few have healthy 90+% utilization rates. Is CRM a policing tool or a productivity driver? Or both?
Defying digital gravity?
Legacy companies are continuing to defy “digital gravity”. Leading advisory firms McKinsey, KPMG and Egon Zehnder say few companies have adapted to meet new-generation competition or engaged in digital transformations at scale.
Embracing digital platforms in manufacturing
Digital transformation is a priority for all manufacturers, after growth and market share expansion, according to research firm IDC, yet…
The automation mandate: even relationships
Have a process? Yes, then automate it, even relationships as the Japanese startup Vinclu is doing with the Gatebox, a…
Netflix’s formidable customization engine
Netflix knows they have less than 90 seconds to get you watching a new show. Their algorithm is fine tuned…
From campaigns, to journeys, to commerce
Traditional IT (Information Technology) is over. Today’s conventional IT organisations spend far too much time in conflict with “the business”.…
