The Case for Data-Based Marketing Segmentation

Regardless of the size of their organization, marketers will almost always have the mandate to streamline their strategies and prioritize efficiency, meaning they must market their brands with accuracy. Segmentation is therefore one of marketers’ most important tools. Let’s look at how we as marketers can sharpen this tool with the case for data-based marketing …

Effective Social Media Marketing Strategy: A Marriage of Objectives & Customer Journeys

We’ve said time and time again, effective marketing strategies begin with meeting consumers where they are. And in today’s ultra-connected world, our consumers are in the digital ecosystem. When we look to create an effective social media marketing strategy, we need to look beyond where our consumers are to a marriage of objectives and customer …

Understanding Consumer Behavior

Utilizing a Scientific Approach to Knowing Our Audience Marketing can often be conceptualized as applied Economics or applied Psychology, or some combination of both. As marketers, the goal is to connect our products to our target audiences. Reaching back to Economics, the birthplace of the Marketing discipline, and other scientific disciplines, is about understanding Consumer …

Brand Strategy Plan

Building Matecumbe Machinery a New Brand Matecumbe Machinery was founded in 2016 by Nathan Gasser in Islamorada, Florida. A second-generation landscaper, Nathan started Matecumbe out of his home and began servicing the Upper and Middle Florida Keys, quickly developing a reputation for his professionalism and eye for machine work. This reputation, paired with his family …

Actionable Insights

Mining Data in Search of Impact Organizations invest considerable amounts of money into creating data capturing and management systems. However, in order to maximize the value of the data they collect, they need to be able to draw out actionable insights in order to drive bottom-line results. As data analysts, the object of the game …

Brand Revitalization: The Premier League

What the Premier League’s 2016 Rebrand Can Teach the Sports World England’s Premier League, the top division of its soccer pyramid, boasts one of the sports world’s most iconic brands. Beyond its logo, the Premier League employs a distinct range of design elements that are instantly recognizable to any soccer fan around the world tuning …

Data Visualization Tools for Small Businesses

Looking at Alternatives to Tableau Tableau is a robust data visualization tool that offers a wide range of solutions for businesses of varying scales, allowing enterprises to connect and analyze data from various sources. However, for as powerful and flexible that the tool is, it is equally expensive and difficult to effectively harness. With that …

When Brand Architecture Goes Wrong

Looking at Mercedes-Benz’s Recent Vehicle Lineups Mercedes-Benz is one of the world’s most iconic auto manufacturers. Its tri-star logo is instantly recognizable on the front of every vehicle to roll off the line since 1926. With this kind of brand equity, it’s no surprise that Mercedes-Benz is one of the most important luxury brands in …

Enterprise Resource Planning Systems for Small Businesses

Even SMBs Can Use ERPs Enterprise Resource Planning (ERP) systems are typically associated with larger corporations with multiple verticals doing business around the world and are built by massive corporations in their own rights like Oracle, Microsoft, and SAP. However, even small businesses can find themselves managing large amounts of data. While the traditional ERPs …