champion/challenger

The Economist: Big Data, Little Decisions

There was a fascinating piece in the Economist last week – Little things that mean a lot. This piece really resonated with me – even the title sounds a lot like my mantra of “Big Data, Little Decisions” (you can see a selection of the articles and webinars I have given on this topic here). So what were the critical points Schumpeter made?

First the point that constant experimentation and rapid iteration is critical when trying to get value from all this data. Experimentation is often the skill we tell clients they most need to develop and we regularly stress the importance of putting in place the infrastructure and processes for ongoing decision results analysis. To maximize the value of big data and beco

Nice article on A/B Testing

Matt Gershoff, CEO of Conductrics (a product we reviewed here) wrote a nice piece on A/B Testig over at the Analyzing Media blog – It’s all One Big Decision: Testing, Analytics, & Targeting. Matt discusses the role of A/B testing, of predictive analytics and of optimization in a nice, straightforward piece. Well worth reading. I wrote […]

5 Steps to Big Marketing #ficoworld

Josh Prismon and Matt Beck came up next to walk through a 5 step plan for Big Marketing – Marketing in the era of Big Data. Admit you have a problem Stop interrupting and start understanding Create a personal dialogue guided by analytics Continuously improve your decisions Push out by building network effects The context for this […]

Marketing Decision Management: Critical Elements in a Solution

As we start the series let’s begin with a set of what I consider to be critical elements in a Marketing Decision Management solution. These are not a complete set of everything a solution might do but a set of critical elements from my (decision management) perspective. A suitable marketing solution is: Multi-channel, supporting inbound […]

Silverlink – an update

Several years ago I did some work with Silverlink – speaking at a series of roadshows for their product – and I got an update recently. Silverlink focuses on helping healthcare organizations engage their members more effectively with personalized, multi-channel outreach. Silverlink works with health plans and pharmacy benefit managers to get their members to […]

Analytics and ending the tyranny of the anecdotal

I was chatting with our VP of business development today and she shared a great phrase that she had heard recently – “the tyranny of the anecdotal.” This refers, of course, to the terrible tendency of people to use anecdotes and stories to make decisions. The regrettable tendency for a doctor to ignore data about […]