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.
Avinash Kaushik / Occam's Razor / September 9, 2013
My love for segmentation knows no bounds. Weather you do online, offline, nonline analysis, or just randomly playing with data, insights arrive faster with segmentation.
In fact I’ve gone so far as to say: “All data in aggregate is crap.”
That’s certainly a bit melodramatic, but beyond the most bare bones “ahh, I see something is happening” you are unable to get anywhere with aggregate data.
To assist your quest for faster, smarter insights, I’ve defined the Segmentation Selector Framework (Acquisition, Behavior, Outcomes), shared downloadableRead More
Dana Hayes Jr. / ClickZ / September 9, 2013
Experienced marketers often wonder if the convergence of direct marketing and the digital world has been fully realized. We believe this inflection point has arrived and it will drive millions of customer relationship management (CRM) investments into the digital marketplace.
In the digital marketplace the targeting offerings are uneven, but the fundamental foundations exist. The good news is today’s data science approach allows marketers to model audiences based on content, location, time of day, and device and then target on a more granular basis according to the marketer’sRead More
Metrostudy / August 27, 2013
A leading building product manufacturer wanted to move the customer conversation from price to value. Metrostudy delivered an enabling sales solution that elevates the company’s sales representatives from vendors to trusted partners.
In the battle to claim their fair share of orders from a resurgent home construction industry, building product manufacturers (BPMs) are aggressively moving to lock-up relationships with contractors. As a substantial improvement to old school promotional tactics like discounts, rebates, co-op dollars and other sales incentives BPMs use
Vince Giorgi / Hanley Wood Marketing / August 25, 2013
Take a minute and pull out your organization’s marketing plan and budget. Now scan down to the line item labelled marketing testing.What’s that? There is no line item for marketing testing?
That’s what I was afraid of.
With absolutely no data to back it up, I’m going to venture a guess that testing marketing might be today’s most underutilized tool for improving marketing.
I see and read quite a bit of research on what marketers are doing with their strategies and budgets. I can’t remember a time when I’ve read how active marketers are, or how much of their budgets they spend,Read More
Ben Plomion / ClickZ / August 21, 2013
By now it should be obvious: content marketing is hot. In the age of social media, major brands need a steady stream of photos, videos, and articles to stay relevant and bring in new customers. But while some companies, such as Oreo and GE, are clearly excelling at the content game, it’s not always easy to quantify the value of a given piece of content.
What makes measuring the value of content so tricky? Much of the problem stems from the fact that content marketing tends to influence a buyer’s decision process during each stage of the sales funnel. And that means that to understand theRead More