storytelling with data: how to do it in Excel

One common piece of feedback I get after presenting on the topic of data visualization goes something like this: Wow, that was super useful. I'm never going to use...

White Paper | Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance

Are you constantly jumping from project to project with barely enough time to breathe? When continually pressed for time, how do you efficiently and effectively measure your email marketing...

How Big Data Spawned the Geico Gecko | CMO Interviews – Advertising Age

Geico's Gecko spokes-lizard has become so iconic that he shows up as a human-size mascot at sporting events. He's even milking his fame with a new book. But the...

How Data and Micro-Targeting Won the 2012 Election for Obama

Marketers need to take heed of how the Obama campaign transformed their marketing approach centered around data. They demonstrated incredible discipline to capture data across multiple sources and then...

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The Marketing Role and Owning the P&L

The marketing role is always evolving.  Increasingly marketers are taking on P&L responsibility.  CMO marketing technology spend is now rivaling CIO technology spend. Gartner reported earlier this year that 75% of marketing leaders said they own or share responsibility for the P&L.  As Gartner’s Jake Sorofman said, “Over...

7 Deadly Sins of Innovation

One of the easiest ways to gauge the culture of innovative in an organization is to see how that organization deals with failure. If unchecked, failure carries a stigma that can paralyze companies from trying new things. This summer, a Swedish clinical psychologist named Samuel West...

The Tension of Data-Driven Creative

We need both art and science in marketing — the “MadMen” and “MathMen.” I think the most compelling campaigns of the future will bring together the greatest creativity and the greatest insight informed by data. But creatives and data scientists can make uneasy bedfellows....

How to Write a Creative Brief

Marketing creative can only be as good as the creative brief that went into it. Yet creative briefs are frequently one of the more overlooked parts of the creative process. Creative briefs are often neither creative nor brief. I like how Creative Director Howard Margulies...