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The Marketing Forecast Blog

Deeper Audience Insights Are Shaping the Role of Advanced Analytics Professionals


“Pay no attention to that man behind the curtain.” The Wizard of Oz remained hidden away as he worked his ‘magic.’ For years, data analysts have been cloaked in the mystery of data ‘magic,’ as well. But just as the tenacious Toto revealed the Wizard’s ‘magic’ as science and psychology to the world, data evolution shines a spotlight on the important science and techniques advanced marketing analytics professionals leverage today to contribute audience insights to the customer experience.

While the wizard wanted his ‘magic’ to be hidden away, modern analytics professionals strive to reveal skills and capabilities to marketing decision makers within organizations. Why? As your company works to attract and keep customers, your data-driven insights into marketing performance and audience expectations support critical decision-making — both within your marketing department and elsewhere in your organization.

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How Do You Market to the Modern Traveller?


While many think of summer as a time to relax, the travel industry doesn’t have time to kick back and soak up the sun. In fact, when looking at the busiest travel days from last year, only two of the top 50 occurred outside of June, July and August.  Now, as the summer vacation season ends and the school year gets underway, the travel industry can take a moment to recalibrate and reset. Modern travelers, after all, expect a lot from travel brands today. And you’re playing for big stakes.

In 2015, according to the U.S. Travel Association, direct spending by travelers in the U.S. averaged $1.8 million a minute, leading to $2.1 trillion in total economic output for the industry as a whole. In order to attract and keep these empowered customers, and compete effectively, you need to take steps toward better marketing optimization.

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Less Is More: The Value of Uncomplicating Your Data


Big data tantalizes us with its potential — and when leveraged correctly, it yields incredible results. But the pursuit of more data to enhance marketing performance measurement only increases volume, not insight. Rather than simply amassing more data, marketing analysts need to focus on gaining a better and deeper understanding of data to reveal useful insights that support marketing optimization.

If the answer isn’t ‘more data,’ then what is it?

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The Crux of the Evolution of the Marketing Leader


It’s no secret that the marketing landscape is shifting. The crux of the shift is driven by changes in consumer behavior and expectations. Marketers have to adapt to this new reality and evolve their approach or face extinction. Marketing leaders today are becoming more agile and collaborative, building stronger teams — as well as taking on completely new skill sets — to meet customer expectations so they can effectively achieve marketing optimization, support brand growth and drive profits.

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Improving Marketing Impact Amid New Customer Expectations

Oblivious. Obvious. Only two letters separate the words, but the difference in meaning is significant. Based on studies conducted by Adobe, marketers are oblivious to signs of obvious customer discontent. While 93 percent of marketers believe their personalization efforts are hitting the mark, only 63 percent of customers agree. The meteoric rise of ad-blocking certainly reflects that disconnect. If ads were reaching customers with the right message in the right place at the right moment — critical components of marketing in the Age of the Customer — they wouldn’t feel the need to block ads as much. Of course, slow load times or security concerns play a role, too, but GlobalWebIndex found that mobile users cited, “Too many ads are annoying or irrelevant” as the top reason for installing ad-blocking apps.

Whatever the media investment — be it online, in-app, on television or even in stores — marketers today must strive to meet lofty customer expectations to deliver marketing that makes an impact and provides unforgettable experiences.

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3 Keys to Removing the Risk from Reallocating Your Marketing Budget

Who doesn’t appreciate a pat on the back? In a list of “mind-blowing” statistics on data-driven marketing, says 44 percent of marketers seek to tie revenue directly to marketing, motivated by the quest for recognition. But in order to earn performance accolades, marketing analysts must have the ability to confidently reallocate marketing budgets to drive the best results and increase marketing impact.

Shifting your marketing spend to maximize revenue takes real-time insights and agility. What marketing optimization techniques should you employ?

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The Marketing Measurement Techniques Financial Services Companies Need to Succeed

Today, in an era of constant digital engagement, crafting relevant experiences and making informed decisions is more important than ever. Not only is it difficult for marketing professionals to meet high, ever-evolving customer experience expectations, but they must also meet internal budget constraints. To alleviate these pressures, it’s essential to strategically leverage customer data to strengthen marketing impact and drive business results.

In financial services, millions of transactions are tracked every day. Financial organizations gather a vast amount of customer data from mobile apps and devices, brick-and-mortar stores, customer service centers and more around the clock — and it’s of the utmost importance to marketing. According to a recent Adobe Chat on data-driven marketing, “Data derived from customer behavior allows marketers to make informed decisions on how to serve the most targeted and relevant experiences to their consumers. It helps eliminate risks and creates informed decisions.”

How can financial services institutions more effectively leverage customer data to improve marketing measurement capabilities and achieve internal and external expectations?

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Modern Marketing That Drives Business Results: Accountability Marketing

Recently, we’ve covered a wide range of topics centering on the idea of ‘prove it or lose it’ in the modern marketing environment. What does that mean? In today’s landscape, marketing professionals must be able to demonstrate the value of their investments with proof of ROI and business impact, or risk losing their budgets. While this downward pressure on budgets can be alarming to some, it’s actually a great opportunity to work harder for improved marketing results. As our chief growth officer Matt Nitzberg explained in a recent Ad Exchanger article,“Some marketers subject to this kind of scrutiny may grumble, but a surging focus on measurability is actually an opportunity for marketing to educate and influence the company as a whole and to improve their own performance.“

Rob Franks, ThinkVine’s head of customer success, agrees. He knows how to help marketers as they strive to navigate the prove-it-or-lose-it environment we find ourselves in today: accountability marketing. In this post, he lays out exactly what accountability marketing is, how it benefits marketing performance and how it enables marketers to orchestrate organizational alignment.

Take it away, Rob!

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5 Signs Your Business Needs Updated Marketing Performance Measurement

Pokémon Go appears to be fueling mobile mania in audiences of all ages, but consumers are not alone in their smartphone obsession. When Accenture asked CMOs for marketing budget projections, more than one-third said that mobile marketing will account for 50 percent of their budget in the next few years — with another 25 percent allotted to digital marketing.

But are these budget shifts to mobile, social and other digital marketing making the greatest impact on audiences? According to Forrester, although marketers know the importance of investing in mobile media, “the vast majority don’t strategically integrate it in their marketing-mix with only 13% saying they do so systematically.” What’s more, Forrester goes on to say, is that “Only 27% of marketers we surveyed told us the ROI of their mobile marketing campaigns was profitable and a stunning 67% told us they simply cannot measure it!”

The root of the problem? Outdated marketing measurement. With so much budget being invested in mobile and digital, it pays for marketers to gain a deeper understanding of the impact and ROI it actually has on their audiences. To get audience insights into what marketing tactics strengthen impact — and to make smarter media investment allocation decisions — marketers need an updated approach to marketing performance measurement.

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Correcting the Course: Agile Planning in the Modern Marketing Landscape

The Tour de France, which runs from July 2 until July 24, features 21 stages covering terrain that ranges from flat to mountainous. The challenges of the course — and the fact that riders only get two rest days throughout the competition — reminds me of our modern marketing landscape. While not as physically taxing, the ‘prove it or lose it’ environment features its share of ups and downs that marketers must quickly adapt to in order to
drive audience engagement and cross the revenue finish line ahead of competitors. You know that not every tactic will work — but do you know how to ensure that you can catch up quickly when your plans falter?

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