A centralized brain for your best marketing

“The same thing we do every night Pinky…Try to optimize an omni-channel customer experience at a 1-to-1 level.”

Decisioning can mean a lot of things to different people, but it means nothing to even more. Decisioning is not a brand new concept, but it does come from fairly niche software platforms. Due to the backend nature of these platforms it’s unlikely that you’ve run into them unless you’ve worked directly with them at your business or you specialize in the marketing technology space. The scope and sophistication of those platforms makes it unlikely for those who aren’t at quite large companies to have utilized them to this point. That said, like…


A process for 1-to-1 marketing optimization

Next Best Action or NBA selection is a common process within decisioning. If you’re not sure what decisioning is check out my last post “Decisioning & Next Best Action” it won’t take long and it should set the stage well for this conversation(link at bottom of page). Next Best Action is a pretty simple concept. In any given interaction with a customer you must evaluate the ways in which you can respond, these are your possible actions. If you want to optimize that interaction you have to evaluate the possible actions you can take…


Stakeholders don’t speak marketing, but money talks.

Measuring impact in marketing terms is a good way to internally evaluate marketing efforts, but often fails to impress your CEO or other stakeholders. It’s important to be able to state your impact in the same terms your business evaluates other investments. Some core marketing campaign measurements will translate well, sales for example, but it’s a big help to have reliable strategies to convert other marketing measurements into core financial metrics too. An added benefit is being able to internally compare and weigh the value of marketing efforts with differing response goals.

There is no shortage of techniques and ideas…


Let’s get a little nerdy

I know we started off with the flash and allure that comes with controlled experimentation in a marketing environment, but it’s important to understand if the results of your experiment are likely to be replicated. For that we have to turn to statistics, more specifically a test for statistical significance. Before your eyes glaze over I’ll skip the walk through on an exact formula and calculations. If you want a more technical walk through I’ll include some additional information below as well as a couple of links. There are a few types of significance tests and it is entirely possible…


How a basic scientific principle is used to measure marketing

The foundation for incremental measurement is the test & control methodology. You may have encountered this by a variety of different names: treat & control, holdout groups, controlled experimentation, A/B tests, etc. These terms are used in some scenarios to denote differences in application or purpose, and sometimes interchangeably. Ultimately, they are all based on the same core principles of the controlled experiment. Most of us have conducted at least a few simple controlled experiments as early as elementary school, but I offer the below example as a refresher:

You are given two identical potted tomato plants; Same size, same…


How do we measure marketing value?

The standard for measurement in marketing has far surpassed counting clicks and impressions. These operational metrics may mean something to the ingrained marketer, but they mean little in terms of displaying the true value of marketing to a business. In order to display business value, marketing must be analyzed in customer behaviors that are meaningful to the business. Behaviors like new purchases and renewals or upstream actions such as lead qualifications. …

Data Based Marketing

Elevating sales and marketing through data & analytics: reporting, measurement, optimization, personalization, lead generation …

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