Resources for the Research Community
Market segmentation, or how marketers divide their market, has changed over the last 30 years. New techniques, more powerful analytic platforms, and terabytes of data have moved market segmentation from an annual event to a real-time exercise. In a recent GreenBook webinar, Scott Laing of ORC International shared with the audience his take on how [...]
Social media networks have indeed revolutionized the way businesses approach their public relations, advertising, and marketing campaigns. With the quick and wide connection of these pages to millions of people online, companies have taken advantage of social media to market their products/services. However, in an attempt to make things easier, entrepreneurs often rely on tools [...]
In QuestionPro’s monthly Google+ Hangout on Air online event series, I recently interviewed Sam Mallikarjunan, Head of eCommerce Marketing for HubSpot. The topic of course was eCommerce marketing. HubSpot conducted a survey on the ‘State of eCommerce Marketing’ and is releasing a report on the findings. The results were debuted on our Hangout. Some of [...]
Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and [...]
The following is an excerpt from To Thine Own Self: Honesty in Marketing. According to a TV commercial, any of us could have availed ourselves of amazing bargains at K-Mart during the “Martin Luther King Jr. Sale.” Man, where to begin…? I won’t get into the usual debate about who has the right to use [...]
In market research circles, and in the broader marketing arena as well, mobile has been crowned king. Much of the current fervor is being stirred up by trend followers who are simply reacting to what their colleagues and the media are saying about aligning marketing design for use on mobile devices including tablets and smartphones. [...]
The following is an excerpt from Social Networks and their Economics: Influencing Consumer Choice. Published under license from John Wiley & Sons, Inc. One of the most common observations when analyzing social networks is that people who are connected with each other tend to be similar, whether this is because those who are similar connect [...]
The following is an excerpt from Cool is for Fools: The Poetry of Marketing. Marketing outcomes never know who their fathers are. Despite efforts to quantify, to track, to measure, to assign parent-child relationships, to “go to the source,” and to “create real metrics,” marketers are confounded by a basic fact: In a complex world, [...]
The following is an excerpt from Social Media Marketing All-in-One For Dummies. Published under license from John Wiley & Sons, Inc. In spite of the hype, social media is, at its core, a form of strategic marketing communications. As a business owner, you must balance the subjective aspects of branding, sentiment, good will, and quality [...]
Romi Mahajan, co-founder of Research Access, recently interviewed Mike Dougherty (pictured above), CEO of Jelli, a cloud-based ad platform for the global radio market. Q: Mike, tell me about radio. I will admit not many folks are talking about it nowadays. All I hear is “social, mobile, digital.” A: Radio continues to be a fertile [...]
