All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.
However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.
Confronted with the gaming of his original NPS, the concept’s founder Robert Reichheld is now advocating that it be paired with a new metric: earned growth rate. However, will this new tool work? Can most firms readily calculate their EGR?
The Tesla robot is coming. It will be revolutionary in its impact with profound long-term implications for our planet. What…
Is Share of Search marketing’s compelling new metric, which can predict future market share? Supporters of the concept say “yes” and then add several caveats. Detractors also frame their “no” with caveats. Check out the Growth Colony’s Share-of-Search webinar which features Forethought Research’s Ken Roberts and Holistic Analytics’ Tasman Murray moderated by myself.
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.
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: Netflix’s Social Dilemma. Conscientious defectors explain that addiction and privacy breaches are features not bugs in this…
Marketing has long been a lightweight player in too many old-school Boardrooms, dominated by people with finance and legal backgrounds. As it is not regarded as mission critical, Marketing’s Opex budget profile is typically the first to receive a haircut when challenging times are experienced as they are now. Growth Colony’s Shahin Hoda and I explore what Marketers should be doing to better engage, communicate the customer first imperative and earn commercial credibility in our robust podcast conversation.
Where are our governments’ COVID-19 dashboards? As most professionals know, dashboards are visualization tools used to communicate actionable information. Governments…
Tesla has recorded its fourth profitable quarter in succession, demonstrating the strength of its disruptive mission.
Make your customer sentiment surveys better, don’t scale them back; and ask “is there anything we could have done to make your experience more exceptional?” Great insight from Net Promoter System creator Fred Reichheld.