Month: November 2012

Big data – What every marketer needs to know

Here is a first for me: while I do share my presentations here on the blog, I usually upload the slide set after the events, only.   This time, though, I am doing it the other way around. Below is the slide set for a presentation that I am doing at the Oxford Brookes University … Continue reading Big data – What every marketer needs to know

Gratitude in marketing

My twitter feed is reminding me that, today, North America celebrates Thanksgiving. It is a festival of religious origins encouraging people to be thankful for the good things and the opportunities in their lives – more information is available here. I thought this would be just the right excuse to tell you about some research … Continue reading Gratitude in marketing

Diffusion of Innovations

In the summer of 2000, I did my MBA internship with a management consultancy company based in Barcelona – level of 34 of this building, actually. I was part of a multi-national team advising a major telecommunications company bidding for third-generation (3G) mobile-phone licenses across Europe. That year, several governments had been auctioning 3G licences … Continue reading Diffusion of Innovations

If Darwin were a marketer he wouldn’t publish in a top journal

‘If Darwin were a marketer he wouldn’t publish in a top journal’ – that’s the observation made by a member of the audience at a recent presentation on the criteria for publishing at top marketing publication, Journal of Marketing. In a refreshingly frank and pragmatic session, Professor Gary Frazier, editor of the Journal of Marketing, … Continue reading If Darwin were a marketer he wouldn’t publish in a top journal

You say potato – or the project that nearly wasn’t

I recently presented to colleagues the findings from a study that I have been working on, looking at segmentation and social media. Data collection took place in the summer and autumn of 2011 and we interviewed 28 senior managers. By all accounts, this was a really good number of interviews and the findings were most … Continue reading You say potato – or the project that nearly wasn’t

The state of segmentation and customer engagement research

What does digital mean for the development of target market strategy, segmentation and customer engagement? That’s what several academics discussed today at a workshop combining the interest of two of the Academy of Marketing’s Special Interest Groups (SIGs): the Market Segmentation and Target Market Strategy SIG and the newly formed SIG in Customer Relationship Management … Continue reading The state of segmentation and customer engagement research