News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Jim Cory / REMODELING / September 19, 2013
It’s hard to differentiate your company from others if you’re not aware of what they’re doing in the market
The owner of a Canadian pizza chain made a practice of climbing in his car on garbage day to survey stacks of discarded pizza boxes. He wanted to find out what was going on in the pizza market.
Toronto management guru Sam Geist uses that story to make the point that assessing competitors “should be like turning on the lights every day.” Most businesses, he says, were built around a niche or advantage that the founder perceived as missing from the marketplace. A mistake many make,Read More
Brian Hansford, Heinz Marketing / the funnelholic / September 16, 2013
What is dirty data and why should we care about it?
Bad data is like bad fuel for a car. Fuel that has lots of sediment combined with sugar in the gas tank will pretty much destroy the machine.
Dirty data is outdated, non-normalized, poorly entered and maintained, full of spam traps and misspelled names, lacking lead sources, and loaded wrong phone numbers and incomplete records. Dirty data can render any database ineffective. But for marketing organizations, dirty will cripple any demand generation and customer marketing using a Marketing Automation Platform. And once dirty dataRead More
Kate Maddox / BtoB / September 17
B2b marketers are getting more adept at using data and analytics, but they need to make a better case to financial and business leaders at their companies to demonstrate the value of marketing, according to a report from Forrester Research.
The report, “B2B Marketing Measurement Needs an MBA,” was based on an online survey in May of 174 b2b marketers, conducted jointly by Forrester, the IT Services Marketing Association and VisionEdge Marketing.
The survey found that while 60% of respondents agreed that marketing has become more adept at using data and analytics to improve its efforts,
Stephanie Miller / ClickZ / September 16, 2013
“Big data” has become a catchall term for the vast amount of information generated by our digital lifestyles, and the analytics techniques for dealing with it all to improve marketing, products, and business intelligence. It’s become very fashionable to decry the value of “big data” for marketing, with many pundits and consultants calling it “no big deal.”
I believe in “big data” just like I believe in the power of all data to transform our lives. Just look at the powerful applications already emerging in healthcare, world hunger,Read More
Stephen Monaco, guest post / Convince&Convert / September 15, 2013
The wealth of information available to social media marketing practitioners is staggering. Companies typically track “likes” and retweets, but they can also track things they rarely focus on: the qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative.
While this scope of measurement is possible, companies don’t often prioritize the measurements that truly reflect their success (or lack thereof). It’s important to focus on the KPIs that matter to your company in the correctRead More