Analytics Archives -

Micro-Segmentation in the Age of Big Data

One of the essential topics taught in introductory marketing courses is the concept of market segmentation, which is the division of a market into groups of consumers that share one or more characteristics. Although most marketers understand the value of segmentation as a means to better target their efforts, many are daunted by the task of applying segmentation in an age of Big Data, where a deluge of information—both internal and external—is available. In this post, I’ll quickly review traditional B2C and B2B approaches to segmentation and touch on the concepts of anti-segments before relaying story of how a retailer [...]

Employ Predictive Analytics To Improve Sales and Marketing Alignment

Measurement is a key discipline for any modern marketer. Metrics that measure inbound, outbound, brand and other performance are all critical for understanding marketing effectiveness and its impact on sales. Yet, a Fournaise Marketing Group survey reported that 73% of CEOs think marketers lack business credibility, since they can't prove they generate business growth. So, how can CMOs leverage new tools, such as predictive analytics, to measure marketing’s impact on revenue and improve sales and marketing alignment? A New Generation of Marketing Analytics Tools Thanks to a new generation of marketing analytics tools, today's CMO has the ability to measure the impact [...]