In the Art of War, Sun Tzu writes, “to see victory only when it is within the ken of the common herd is not the acme of excellence”. In modern marketing terms, what Sun Tzu is saying is that if you are only looking at basic metrics to forge a strategy, it will never be […]
Tactical Tunnel Vision
Tactical tunnel vision: When all you have is a hammer, everything looks like a nail. Marketing managers today rely on teams of tactical agencies, each a specialist in a specific area of expertise. Content agencies. Digital agencies. PR firms. Creative boutiques. Direct marketers. Website designers. Social media experts. The list of hyper-specialized tactical agencies goes […]
CMOs want more strategic thinking from their agency partners. Why aren’t they getting it?
In a 2017 survey of CMOs conducted by the Data & Marketing Association (DMA), marketing managers revealed that one of their greatest concerns is “the inability of their agency partners to provide good, long-term strategic thinking”. They’re right to be concerned. A concurrent DMA study surveyed agencies nationwide and made a surprising discovery: Nearly one-third […]
Data analytics, marketing strategies and Sherlock Holmes
“Data! Data! Data! I cannot make bricks without clay!” Sherlock Holmes Wondering if data analytics can really improve the performance of your marketing strategies? Just ask the most celebrated and successful data analyst of all time – Sherlock Holmes. Holmes was a master at turning raw data into valuable insights. He called it “the science of deduction”, and […]