What is strategy – In 1985 Michael Porter wrote: …many strategic plans are lists of action steps without a clear articulation of what competitive advantage the firm has or seeks to achieve and how [see: Competitive Advantage, Free Press 1985].
Over 30 years later not much improvement has happened. Why? Because the concepts of Differentiation, Segmentation, and Value still make little sense for far too many marketers.
Read MarketingStat’s posts to know more about it.
Image A: Customer Satisfaction Tree – Courtesy of MarketingStat Satisfaction Modeler©
Interest in the concept of measuring customer satisfaction is growing. More and more companies want to know how satisfied their customers are. At the same time an increasing number of decision-makers are realizing that measuring overall satisfaction alone isn’t enough. They want to know how much overall satisfaction increases when the satisfaction with a given attribute grows. Only then is it possible to make plans that deliver what they promise. This article sheds light on how to create a valid customer satisfaction measurement model that can measure the contribution of a single attribute to overall satisfaction. Read more “How to measure customer satisfaction correctly”
On insight discovery – Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all, we found agreement by means of an example, which I’d like to present to you too.
Shame on YouGov! Did their market research survey really miss the outcome of the Brexit consultation? Not quite. If you hit your finger while hammering a nail into the wall, do not blame the hammer. Read more “Brexit: Why Projections Were Wrong”
An advertising execution is the translation of the Copy Strategy in advertisements. Whether we create it ourselves or we work with an agency, how can we confirm the quality of the ad beyond “I like it” and gut-driven judgment? Three main elements help us with this endeavor: Read more “How to judge an advertisement”
Today we discuss how to handle big data with Excel. This article is for marketers such as brand builders, marketing officers, business analysts and the like, who want to be hands-on with data, even when it is a lot of data. Read more “How to Analyze Big Data with Excel”