We all have brands we like and maybe even, on some level, feel connected to. But at the end of the day, brands are still brands. It’s a much bigger uphill battle to encourage engagement or connection with a brand than it is with a human being.Read More
How much time do you spend looking at marketing data in spreadsheets? All those numbers, charts, and graphs you and your marketing operations collect and try to parse in the hopes of gaining a deeper understanding of how well your marketing is performing – are they really helping you improve?Read More
CMOs often invest in or depend on existing Business Intelligence (BI) tools, in the hopes they can gain new insights to improve decision making. There are mountains of data locked away in silos and business systems, and BI tools give users hope of finding it. So why do so many BI tools fail to deliver?
A common myth is that waterfalls don’t lie. But if you’re looking at only your overall waterfall, you might be missing some key points. Think back to your recent quarterly business review.Read More
According to its technical definition, A/B Testing is the “randomized experiment with two variants.” As we consider the complexity of today’s world, however, we start to understand that the optimal answer may not be A or B and in fact, it likely isn’t.Read More
Gartner recently published research aimed at helping marketing leaders overcome their struggles with getting value from their dashboards.Read More
Recently, Hive9 hosted a webinar called “Avoiding Random Acts of Measurement - Using the SiriusDecisions Aligned Measurement Framework to Implement a CMO Dashboard.” We are consistently working to help educate CMOs on the value of measuring marketing performance in their organization and how dashboards are the ideal mechanism to do so.Read More
Most organizations would admit they often depend on spreadsheets to track and report on various metrics, processes, etc. Spreadsheets have a place and are sometimes valuable, but if you’re using them to manage marketing plans, budgets and metrics, you’re likely ready to pull out your hair. It’s time to stop the madness and say, “We’re not going to take it anymore!”Read More