Architecting Consumer Experiences around Jobs to be Done

Marketing that does not begin with an understanding of consumers’ wants, needs and motivations in the design of a communications program may still produce an approach to communications that has aesthetic appeal and stands apart from the “look and feel” of competitors’ marketing. But without an explanation of how the marketing program’s unique aesthetics and tactics are designed to resonate within consumer motivations and circumstances, marketing decision makers cannot feel confident that the program has…

The Steps to Digital Experience Delivery: From Data to AI

“The future is already here — it’s just not very evenly distributed” — William Gibson Thanks to advertising and marketing technologies, brands are gung-ho to conduct programmatic decision-making across the their paid, earned and owned channels, serving up what a computer algorithm believes is the right content for the person at hand at that time.  But when it comes to understanding how computers make real-time experience delivery decisions, the hard distinctions of computer science get…

Digital Analytics Skills & Specializations

In leading digital analytics teams for a decade now, I’ve experienced the need for an array of specializations in digital analytics work. I have also observed that every analyst I work with has a strong preference for and comfort with certain digital analytics skills, but typically not with all of the possible specializations. The  diagram above outlines a continuum of digital analytics skills aligned against an X axis that represents whether the analyst is more…

Recognizing the Downside of Data

Ever since the concept of “big data” broke into the collective consciousness of business and culture in 2011, managers and decision makers of all types have felt compelled to have analysis available to inform their activities and actions. However, despite the vast interest in having analytics to drive actions, the past six years have not necessarily seen an evolution toward a more rational and analytically driven populace or institutions. In fact, while some truly analytically…

Personalization Isn’t the Goal, Conversion Is

All marketers want to evoke action from their target audience. We try, in our digital marketing and advertising, to deliver relevant content that causes our audiences to act. A lack of conversion often corresponds to a lack of relevant content. And lack of relevance is a result of failing to understand that audience’s interests and needs. Read the original post at CMS Wire

Refine Your Personalization Efforts by Ditching Tech-First Tendencies

When I ask organizations about their marketing roadmaps, they often stress the need for personalization capabilities in digital experience delivery as one of their top organizational objectives. The problem with this focus, however, is that implementing personalization capabilities is not an end in itself. Read more in the second post in my series on personalization on CMSWire.