Some days it may seem like the weather forecast came from gazing into a crystal ball. In fact, being able to forecast the weather is the single most important reason for the existence of meteorology as a science. Forecasting is the process of making predictions of the future based on past and present data and analysis of trends. Despite being fraught with risk and uncertainty, forecasting is as important in business as it is in the weather. Business depends on forecasts for financial and staff planning and prioritizing investments and initiatives. Read more ›
Articles by: Laura Patterson
When you search under the term Customer Centricity, there are over 865,000 hits. When you look for the term customer experience, you find over 51 million items. Clearly, Forrester wasn’t kidding when they said we’ve entered the Age of the Customer. Today, with customers in the driver seat, the proliferation of marketing channels, and the equalizing forces of the Internet, it has become a challenging environment in which to be a customer-centric Marketer. Read more ›
Many organizations are opting for listening as a way to gain insights rather than trying to secure dollars for research. There are some very important differences, so you need both. We hate to break it to you, while listening is good it is NOT research. Sentiment analysis, content analysis, and Twitter search are not the same as doing research. Social media listening, although an important tool, won’t give you the insights into customer behavior you need to innovate and gain competitive advantage. Read more ›
Although most marketers create marketing plans, all too often these plans end up “sitting on a shelf collecting dust.” Your marketing plan should be guiding you and your team’s daily activity. It should be a go-to resource you revise, adapt and refer to often for the long haul. In other words, it should be evergreen.
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Got Business Acumen? Business acumen reflects your ability to assimilate information from many different sources in order to make good business decisions quickly and to devise appropriate strategies. Marketers who consistently demonstrate business acumen are more likely to be considered among the “A” marketers, the marketers who regularly get high marks from their leadership team. These marketers take a holistic view in that they can see how the decisions they make affect the rest of the organization and effectively communicate with all the functional areas within the organization. With solid business acumen they can take more easily see and take advantage of opportunities and manage potential pitfalls. Read more ›