fbpx
Insights,Power of brands

When You Are Not the Star in Your Story

It can be hard to accept, but when it comes to your brand story it would be wrong to think you are the main star or hero. Then, who is the protagonist? Your customer! He or she is the main character in your brand’s story, and you will help him/her as a guide to reaching success. But a big question arises here, how do you know what success looks like for your customer, and how will you be the perfect guide to help them reach that? The best way to know what success looks like for your customer is through...
Insights

How to Talk to Our Irrational Human Brains?

If there is a subject that I love to learn and read about it has to be neuroscience applied to marketing, or how our brains work towards making purchase decisions. By thousands of years of evolution, we would think we are amazing rational creatures, that base most of their decisions on logic, analysis, and investigation, right? But the reality couldn’t be farther away from that. One of my favorite books of all time is Predictably Irrational by Dan Ariely. This book talks precisely about how the human brain is not the perfect machine we think it is, but something that...
Digital Marketing,Insights

Using Customer Insights To Have a Great Web Design and User Experience

In the years I’ve been part of retail marketing I have been lucky to work hand-in-hand with the e-commerce team, and we have learned so much about web design, but especially about using customer insights to drive user experience and design. Web design without using customer feedback can fall into very bad practices of usability. You need to understand your market and your customers and think of web design as creating the best experience you would like your customer to have with your brand. In her article for HBR Leah Buley (Links to an external site.), Director of Design Education at InVision,...
Insights,Marketing strategy

Why Should Analytics Power a Digital Strategy?

Having a digital marketing strategy is not only about having great branding, or beautiful imagery to display on social media. Brands that are successful in the digital channels all have one thing in common, their digital strategy is powered by analytics. Using and analyzing the right data that all the different digital platforms give back to you can be the secret weapon for a very successful digital marketing strategy. I was able to talk to five experts in analytics and digital marketing to go over this subject, and these are their thoughts on how analytics have helped their digital strategy....
Insights,Marketing Research,Marketing strategy

3 Tips to Creating the Most Engaging Presentations

When you have a lot of data to present to your audience it can be difficult to make these presentations interesting for them. This doesn’t mean that looking at data is boring, but putting the information in a visual way has a lot to do with how engaged your audience will be with your results. Here are some tips on how to make each presentation more engaging. 1. Use graphs, instead of numbers or tables Whenever possible use colorful graphs to present data. Using too many numbers or tables can be difficult for your audience to follow along or understand...
Big Data,Insights,Marketing Research

The joy of working with data!

I’ve had the amazing opportunity to work in a retail company for many years now. If there is something I have learned is that retail is an industry that is driven by data and that marketing in retail is especially data-rich. My experience with Big Data has been in retail marketing, so I can only talk about this industry in specific, but the following tips on how to start working with these large amounts of data, I believe can work for any industry. he term Big Data can sound overwhelming, so my first tip to start working with the data...
Insights,Marketing Research,Marketing strategy

From data points to data insights

As a marketing leader you are usually seeing different types of data, most of the time data points that are somehow related, but it is your job to find those relations, and make data points into data insights. Data insights are the ones that will make a difference in your day-to-day and with your brand’s strategy. A good practice to go from data points to data insights is to find relationships between the different points or variables. The main idea of relationship analysis is to find associations between the different variables in your data. Sometimes you can think that Variable...
Insights,Marketing Research,Marketing strategy,Power of brands

Research insights… the fuel behind your marketing strategy.

As a marketing leader, I have built a passion for gathering customer insights. I’ve found that having insights can help as the fuel for most of your marketing strategies. But, where do you find those insights? There are many ways of looking for insights about your customers, for example, looking into your past purchase data, customer information you may have gathered, social media and website analytics, etc. But there is enormous value in taking the time to ask your customers or potential customers to give you more direct and personal information, and this is where marketing research comes in. Doing...